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Leo Burnett Company Ltd.:
Marketing Strategy for “Forever Young”
Presented to: Leo Burnett Toronto, Canada
Presented by: Janet Carmichael
July 2001
Table of Contents
Executive Summary 2
Introduction 3
Background 3
Problem Statement 4
Analysis 4
Internal Analysis 4
External Analysis 5 2
Criteria 5
Alternative Selection and Evaluation 6
Recommendation and Implementation 9
Short Term Implementation 9
Long Term Implementation 10
Risk Mitigation 10
Exhibits 11
Exhibit 1: SWOT Matrix 11
Exhibit 2: Evaluation of Alternatives 12
Executive Summary
Leo Burnett Company Ltd. (LB), founded in 1935, has become one of North America’s top advertising agencies with an outstanding reputation. Leo Burnett is highly focused on client relationships and customer satisfaction. However, LB’s current client relationship with Ontann Beauty Care (OBC) is presently at risk. OBC, a major client, has hired LB to launch its new “Forever Young” product line. Two test markets were established and while the Asian market was successful, the North American market, stationed in Toronto, is performing below standards ...