Agency: Buchanan Company, The | Author: Millie Robinson |
Macpherson Paints: a dramatic personality and career change for a middle-aged product
INTRODUCTION
The market for trade paints is a large and complex one. This case-study concentrates on a remarkable achievement in a small niche of a sector within that large market.
We intend to present a case here for the successful relaunch, repositioning and market reorientation of a well-established product, resulting in increased volume and revenue and the opening up of brand new market opportunities within a two-year period. A high proportion of this success was directly attributable to the...