S - T: Smarts

 

The pen category is highly competitive, price sensitive, focused heavily on national accounts sales and hence, more often than not, driven by price promotions. Bic's competitors had also stolen the ma ...

Launched in 1988 Scotland on Sunday filled the gap left by the collapse of Sunday Standard, but it only captured half of the former quality Sunday's 135,000 circulation. The results in January 1999 r ...

The advertising strategy was to target mature women who could identify how cosmetic surgery could make them feel better about themselves. The objective was to position HCI as a local state-of-the-art ...

This 1998 case study of Scotland on Sunday newspaper is the story of a strategic partnership between agency and client that encompassed all the elements of the marketing mix: product , price and promo ...