By target group: Shopping: Main shoppers

 

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

In 1999-2003, Wall's adopted a new business model which involved launching four new premium price varieties, but decline had set in by end 2003. It was decided that brand consistency was required, in ...

Cathedral City, producer of Cathedral City Cheddar, was facing a problem with regards balancing promotion of its product against advertising. While it acknowledged the benefits of promotion in relatio ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1% ag ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra voucher ...

This brief paper dicusses a campaign by Austrian supermarket Billa, during which, on a quarterly basis, members of BILLA Club with the highest purchasing power received a gift box. In return, Billa wa ...

Wattie's first launched baked beans 60 years ago, and has for decades been a staple part of the Kiwi eating repertoire. Over time, however, the Baked Beans category has stagnated as more modern snack ...

Just Juice has been around for 25 years, and yet continues to grow and demand a premium, and is the second most recalled beverage brand in New Zealand - second only to Coke. To cement its position, th ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market. The author looks at the need to maintain brand loya ...

Just Juice was a brand in a category being squeezed by heavy discounting, meaning it had to radically rethink what it did. It launched Just Juice Bubbles, taking the brand out of juice and into the co ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

Before the launch of the new Ariel with Natural Soap in Spain and Portugal, Ariel was a brand whose emotional bonds to the consumer were, in many indicators, dangerously close to those that Private La ...

The launch of Boursin/Crème Bonjour 'Cuisine' in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brand’s message ' ...

In 2000, the Sara Lee branded coffee Moccona launched an advertising campaign to increase the market share for its premium instant coffee. It looks at the brand in relation to its main competitor, Nes ...

In early 2003, an exclusive supply agreement between Dole and one of NZ’s major supermarket chains effectively locked Bonita out of 40% of its distribution channel. Something had to be done, and fast. ...

In the ultra competitive world of grocery retailing, the battle for the hearts and wallets of consumers is relentless. This is particularly the case between competitor supermarket giants The Foodstuff ...

The study describes a campaign to revitalise a 29-year-old brand that was failing. The campaign objective was aimed at making the brand more relevant for the present time. The creative strategy, deve ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

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 ...

The New Zealand milk market has declined since the 1980s due to health concerns, changing consumption habits and competing products. This paper describes how Anchor used innovative creative solutions ...

This TV dinner product had suffered from quality decline, lack of marketing and increased competition. The campaign objectives were to reverse the fall in sales and achieve a 10% growth over the prev ...

In 2001, Hovis, owned by British Bakeries, was enjoying rising sales while the market as a whole was declining 4% a year. But profits were in decline, because retailers were forcing down prices. Hovis ...