Assistant brand manager for the sphere brand Procter & Gamble in Canada is open from May to the brand manager to adjust the position of the brand in the market. They are concerned about whether they have chosen the correct target for the brand, and the fact that their fall advertising sphere must communicate. Focus group session was scheduled for the next two weeks. They look forward to opportunities to expand the consumer key ideas, but want to make sure they are asking the right questions. They have to make specific decisions regarding the fall advertising campaign, not later than at the beginning of August and want to make sure that the new ads are as successful as possible. This case can be used in the second year of advertising or research methods elective, or as part of an advertising module in the first year. "Hide
by John S. Hulland, Ken Mark Source: Richard Ivey School of Business Foundation 16 pages. Publication Date: January 14, 1999. Prod. #: 98A030-PDF-ENG
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