Magazines (business, trade): Primary medium

 

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems ...

With the "E-Ticket" advertising campaign Northwest Airlines, Inc., the largest subsidiary of Northwest Airlines Corporation, encouraged consumers to try its electronic ticketing system o ...

The Cunard Line Limited boasted one of the cruise industry's most storied pasts, having carried the Royal Mail across the Atlantic for England before building one of the grandest and most respe ...

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year ...

In 1999, Barclays Global Investors (BGI) developed iShares, an index investment product for exchange-traded funds (ETF’s). Given the competitive nature of the market, BGI launched their “New School” c ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

Adalat, an ageing pharmaceutical brand, was struggling to keep its head above water in the fiercely competitive category of hypertension (high blood pressure). Knowing the reluctance of GPs to reveal ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

Travel to London began to face a significant challenge as consumers became more savvy, using online aggregators to hunt cheap international air fares. Because British Airways occupied a premium niche ...

The Evinrude E-Tec 2>4 campaign was launched at a time when boaters had accepted the notion that their outboard engine would forever feature 4-stroke technology. The 2>4 campaign not only shattered th ...

In the first quarter of 2005 Infinity Broadcasting, one of the largest radio broadcasters in the US, launched a B2B campaign titled 'How Far Will You Go?' aimed at increasing its overall brand awarene ...

The DHL 'Competition' Campaign was intended to launch a fledgling brand into a stable marketplace dominated by two superbrands. Communications objectives were awareness/consideration and trial generat ...

In the luxury vehicle category, a brand is only as strong as it prestigious sedan, and Infiniti lacked a viable competitor. It was imperative that Infiniti's new M sedan was a success, both for the co ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

This case study relates the success of a campaign for Fybogel, a 30 year old brand manufactured by Reckitt Benckiser Healthcare, prescribed for a variety of fibre-related conditions, such as constipat ...

Not so very long ago, viruses were mere nuisances, barely registering on the concerns of senior executives. Today, IT security is a top business priority with billions of dollars at stake. With low aw ...

With the launch of its new A8 model, AUDI sought to profile itself in the hotly contested luxury class, thereby winning market share from its strategic competitors. To this end, Audi engineers designe ...

This study explains that most mortgage decisions are based on obtaining the most favourable rate of interest, the Bank of America could not compete on these terms so the marketing challenge was to gai ...

The study describes a campaign aimed at increasing investment among people in the Chicago area who consider themselves to be business managers rather than wealthy. The objectives were to improve the p ...

This is a true story about the chocolate biscuit market in the UK and how Bahlsen have successfully developed their sales and penetration in the 'special treats' biscuit market. In particular our case ...

Until recent years independent financial advisers perceived Scottish Provident as a relatively small, old fashioned company with little differentiation from rival organisations. As Scottish Provident ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

Air France has decided to announce its new ambitions, positioning itself as 'a company in perpetual movement' whose efforts and efficiency are entirely focused on the client.

The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

Campaign to launch and position Xenical, a new prescription weight loss product by Roche Australia. Objective: to change the perception of medically supervised weight loss and prescription weight loss ...

Campaign to launch Livial, a hormone replacement therapy (HRT) treatment, to Australian obstetricians and gynaecologists, in August 2000. Problems facing the launch were: lack of knowledge/awareness ( ...

Launched in 1996, TVLand is a basic cable channel which airs well loved shows. When the network first spun off from its parent company many cable operators rushed to add the channel to their basic ...