The present project details the development of a multiple criteria advertising budgeting model for Solonex, Inc., a laundry detergent manufacturer that plans to lauch a new liquid detergent, Solo, that is going to compete in the lower consumer price market. To determine the advertising budget for the introduction of Solo, the Solo brand manager need to decide to build a short-term and long-term projections of profitability of this new brand.
For the short-term planning, it involves the development of a new product introduction model to predict the brand awareness, initial purchase rate, repeat purchase rate, and the market share. For the long-term planning, the brand manager intends to project profits based on unit sales forecastings over the three years and calulate the Net Presnt Value of the proposed introductory plan for the indicated horizon. |