The Marketing Mix Challenge session promises to answer the question: “If you’re going to launch a new product, how do you formulate the marketing mix - in this economic climate?”
The panel included a mix of in-house marketers and agencies: Luba Smulka from General Mills (Cheerios), Eric Boyles from Medtronic, Ron Corbisier from Cadria (agency) and Patty Henderson from Colle+McVoy. The Moderator is Jeffrey Gorder from ideapark.
The product to be rolled out in a 3 month trial with a $500,00 budget is a yogurt based vitamin drink: Edge-Y.
First up is Luba Smulka, Consumer Insights Manager from General Mills. The challenge is to determine whether there’s viability for a national roll out. To do that, you’ve got to test it.
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