Guard and Sungs and kings marketing case study

The company is allocating resources for product promotion on the basis of the level of product awareness regarding the Soap among the target group. This particular product promotion strategy is effective as it serves to increase repeat purchase for the products. However, it is not effective in making the product familiar to the new and prospective target group and target markets. From the case study provided, it is evident that Sung’s proposed strategy for product promotion is to increase the advertising budget in Ontario. Ontario is home to the two largest chain stores in Canada, thus the flow of products in this region is quite high due to a variety of goods in the area. Therefore, the more profit realized from the sale of the deodorant soap, the higher the amount of money allocated for product promotion and vice versa.