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Vaseline the worlds most famous -- and priciest -- brand of

Vaseline, the world's most famous -- and priciest -- brand of petroleum jelly, wants to improve its financial performance (i.e. revenue and profits) for its shareholders. It already enjoys 85% market share (the other 15% is owned among generic store brands that are sold at a big discount). You are consulted by their Chief Marketing Officer. What do you tell the CMO about how to improve Vaseline's performance?

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Marketing Management: Vaseline the worlds most famous -- and priciest -- brand of

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