need help understanding assignment

[crispygoat]

On the assignment it says:

Details: The case is in the text p. 483
The case represents the communication plans for the launch of the Schick Quattro razor in 2004. The results for that first year of marketing efforts are attached in the form of summary exhibits.

Questions to answer:

1. Evaluate the communication plan based on these results. Use the evaluation criteria outlined in class to form the base of your analysis.

2. What 3 advertising/promotional recommendations would you make to the client based on these results? Be specific.

So at first I thought. Okay The plans are in the text book, the results are in the handout. So I find the objectives, write how they tried to attain them and write if it was a success or failure.

But when I read the text, it says "... to increase the market share from 9 percent to 10 percent in 2008."

2008? But according to the details, the results are from 2005 or 2004? So what do I have to do exactly? It also says the average price is 9.99 yet in the text book it says 11.99. It does say on top of one of the pages "Schick Quattro Razor First Year Results"

So am I supposed to say if I think they will achieve their objectives compared to the first year results?

[i_got_a_mohawk]

Double check with your tutor to make sure that its the right book/page?

Seems like something is going wrong there?

[whoatherechunk]

don't ask for advice here

[crispygoat]

Originally Posted by i_got_a_mohawk

Double check with your tutor to make sure that its the right book/page?

Seems like something is going wrong there?

So it is not just me? Something is wrong with the dates?

[cdef]

I can't make any sense of this. Are you sure you have all the necessary data? Are you joking with the Schick?

[crispygoat]

No... I'm not joking about anything and yes I have all the necessary date, right page etc. One thought that came to me was, Maybe they set their objectives in 2008 back 2004? But no because the text mentions data in 2007.

Details also mention "The case represents the communication plans for the launch of the Schick Quattro razor in 2004."

But the plan talks about how the market forecast to be C$298 million in 2008.... and so on... I have no clue what to do.

[cdef]

Well, what is on p. 483?

[L-A]

If you extrapolate the results, does the objective still seem reasonable?

[crispygoat]

Page 483. Schick Quattro Razor Marketing Communications Plan

If you extrapolate the results, does the objective still seem reasonable?

I did think of that, but what about "the case represents the communication plans for the launch of the Schick Quattro razor in 2004."

Then again it would make no sense. Assuming it's their first year, (example) the awareness total has gone up from 0 to 60% in 2004. I have no data for 2005, 2006 or 2007; thus, 60% per year when their objective for 2008 is 75%? It would not make any sense to do that with only the first year's results. Way too many variables. The only shown results in the text book are Market Share for 2003 and 2007 and it's not as descriptive as it would need to be to extrapolate the results.