Chap Stick

Chap Stick
Case studies in Business Case Studies

• Edition 2 Positioning the brandThis marketing mix case study focuses upon just one of the many products from the diverse businesses of American home products - Chap Stick. From its early origins as a simple health care product, it has become, today, a highly sophisticated and successful product in an extremely competitive market.
  1. Introduction
  2. The brand
  3. The competition
  4. The marketing mix
  5. Repositioning the mix
  6. Conclusion