Vous êtes sur la page 1sur 7

By: Dheeraj Tripathi

PGDM 2013-15
Roll no: 1301-065
Section A
Case Analysis: Charles Schwab & Co. : Talk to Chuck Campaign
To revitalize the brand to be seen as innovative, progressive, trendy, up-to-
date, Social & Approachable, Daring, Worth paying more for and gaining in
popularity
To increase revenue by targeting Mass Affluent : 35-54 year olds with
between $50000-$2million in investable assents



Persuasive Advertising: Aimed to create liking, preference, conviction and
purchase of the product/Service


Total advertising budget for 2005: $195 million (Page 10)
TTC test budget(2005- April to Dec) = 15+ 30 = $45 million
Back to old style
Building credibility through Chucks core values

Back to old style
Building credibility through Chucks core values

Implementation in 3 test markets (Chicago, Denver and Houston) which
matched to 3 control markets ( Washington DC, Phoenix, Dallas)
Local television, newspaper and Print media, Billboards, Radio

US Population in 2005= 295.2 mn (July 2005) = 296mn
Cities selected have at least 1% of US population
Considering worst case scenario: Total population of 3 cities
selected = 296*0.03= 8.88 million
Assuming 8% is the target population
Target customers = 8.88*0.08= 0.71 million
Total Cost of advertising = $15 million
Cost of advertising per customer= 15/0.71= $21.1


In reality, the cities selected have more population than
assumed.
-

Vous aimerez peut-être aussi