By campaign objective: Retain existing customers

 

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

In October 2001 the New York State Lottery unveiled a new advertising campaign promoting its flagship Lotto game. The campaign embodied a sense of fun and community and was embraced by the state ...

Between 1985 and 1995 consumers came to associate Metropolitan Life Insurance Co. (later renamed MetLife, Inc.) with its animated mascots, Charles Schulz's "Peanuts" characters an ...

Until 2001 Carter Products Division, a division of Carter-Wallace, Inc., owned the world's largest condom brand, Trojan. Although the condom industry had enjoyed an increase in profits in the l ...

The Basketball Club of Seattle, LLC, owners of both the National Basketball Association's Seattle SuperSonics and the Women's National Basketball Association's Seattle Storm, had ...

The new digital TV channel BBC Three targets a younger age group than the traditional BBC channels with comedy and youth programmes. However, as part of the BBC, it was suffering losses to its competi ...

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...

During the past 30 years, the package tour operator TUI has successfully become Europe's largest operator and the premium provider in Germany. The rise of the TUI brand followed a consistent pattern u ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

Tourism New Zealand’s (TNZ) marketing task is to encourage international travellers to visit New Zealand. With only 0.18% share of the global tourism spend, being focused is critical. The campaign con ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

At the beginning of May 2003, New Zealand faced a major social and economic crisis, with the prospect of widespread rolling power cuts throughout the winter unless dramatic savings could be achieved b ...

An innovative approach to advertising helped ScottishPower reduce customer losses in the face of considerable competitive attack, as the effects of deregulation worked through the market. Despite unde ...

This article discusses Organisational Alignment as a management tool for instilling a brand consistency throughout an organisation for overall business health. It identifies the theory's roots in a H ...

The case study describes a marketing challenge requiring a repositioning exercise but caution was needed to ensure that existing customers were not lost. The creative strategy was based on the dual i ...

1996: Halfords is the dominant single player in a number of the areas, such as bikes, car parts, car accessories and garage servicing. Halfords actual overall authority in the two/four wheel transport ...

During 1993, it became clear that the Post Office needed to build more of a 'competitive edge' to its advertising in order to defend its business within the competitive arena of high street retailers. ...

This paper seeks to demonstrate how planning helped identify the need to change an extremely popular, successful and well-established advertising campaign. It goes on to explain the contribution of pl ...

Late 1983 - early 1984 campaign for Fine Fare, to convince shoppers of the store's price competitiveness and so stimulate store traffic and sales. TV, local press in the North East, radio and leaflet ...

Customer retention is increasingly seen as an important managerial issue, especially in the context of saturated markets and low customer number growth. The paper reports on research concerned with te ...