The case describes the steps taken starting in 2010 by Ronaldo Art, marketing manager at J&J, to build sustainable advantage for Listerine in the mouthwash market in Brazil and measure his progress over time.

Please keep your answers to 200 words or less – points are based on the quality of your comments (not quantity) providing an informed, thoughtful response, relating the topic to your personal or professional experience, and linking your answer to concepts discussed in class and/or the assigned or other reading.

Questions: 

1. Art was conscious of making the right decisions and taking appropriate risks in building the Listerine mouthwash brand. He pursued multiple brand objectives over time. Which brand objective seemed to you to have the greatest potential to build the Listerine business in Brazil? (ie. where in the funnel do you think Listerine had the biggest opportunity to increase conversion)

A. Increasing trial

B. Increasing Awareness

C. Increasing repeat purchase

D. Increasing loyalty

E. Other:________________

1b. Explain your thinking 

2. Which tactic below was most directly aimed at driving conversion at that funnel stage? 

A. Expanding into the grocery channel

B. 21 day challenge campaign

C. Providing Listerine in public restrooms

D. Introducing Listerine Zero 

E. Introducing Listerine Essencial 

F. 1.5L bottles (vs 750ml size)

G. Other:

3. What data supports your decision?