Target groups: Older people, grey market

 

The Medicare Prescription Drug Improvement and Modernization Act of 2003 brought about a sweeping change in the US healthcare industry when it finally came into force in 2006. Previously, many older A ...

Discusses the over-50s audience, which tend to be under-recognised as a target audience by advertisers due to a number of assumptions (e.g. they are not buying for large families, not easily influence ...

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising. Key findings include: the 50-plus a ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

This article discusses how to market to 'baby boomers' as they approach retirement. They are the biggest demographic segment in America, with the most spending power; they also have distinctive attitu ...

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consum ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

Diabetes UK's Measure-Up campaign aimed to increase awareness among people who may have diabetes but don't know it. The campaign followed research by IpsosMORI which indicated that only one in five pe ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

Founded in 1906, the Boston-based company New Balance Athletic Shoe, Inc., had become the third-largest manufacturer of athletic shoes in the United States by 2003. Long catering to the serious athlet ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

Frustrated by the lack of educational toys, in 1995 Mike Wood, a California attorney, rewired a talking greeting card to help his son differentiate between phonetic sounds. Soon afterward Wood founded ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster. With about 700 locations, Re ...

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Do ...

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had ...

Automobile advertising has historically constituted not only one of the most visible but also, in sheer dollar volume, one of the largest aspects of the marketing industry. Thus in the 1990s Chrysle ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound b ...

The 2004-05 campaign for Visit London (formerly the London Tourist Board) resulted in a reversal in the decline of London's worldwide tourism share for the first time in ten years, and delivered £317 ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...