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How not to plan - Les Binet & Sarah Carter

Uncensored CMO

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I've Got a Theory on This, You Know?

When he was marketing director on Lucas Aid, Byron Sharp had to reformulate the brand. He discovered that 40% of his buyers were new people who drank leukazade when they got ill. The average frequency of consumption over the course of a year is two bottles. That was the majority of volume and it even got worse as more customers came forward with complaints about the drink's high sugar content.

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