Household and domestic: Furnishings and fittings

 

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture ...

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 ...

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industr ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

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 ...

At the beginning of 2000 mattress maker Serta International had three advertising goals in mind: increase brand awareness, win consumer loyalty, and entice retailers to stock more of the company ...

OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc. In late ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

La-Z-Boy Inc. built its furniture brand on a single product, the ubiquitous recliner-rocker closely associated with TV-watching men in their middle and late years. Though the company began expanding i ...

With its "Sneak a Peek" advertising campaign, Hallmark Cards, Inc., hoped to convince consumers to insist on buying only Hallmark greeting cards and to check the brand insignia on the ba ...

By repositioning Dial-A-Mattress, a seemingly fly-by-night operation with B-grade commercials, as a company on the cutting edge of so-called anti-advertising, the "Always Out There" camp ...

This brief paper centres on a campaign by BEKA, a producer of high quality bedding. For the vast majority of people, bedding is a high-cost low-involvement product. In a simple but effective way, BEKA ...

Having earned a reputation for excellence, creativity, skilled craftsmanship and distinctiveness of design, The Royal Doulton Company is valued for its sense of heritage and quality. Prized by collect ...

This industry's participants manufacture all types of furniture for household use. Their products range from all-wood furniture and cabinetry to upholstered pieces and mattresses. This paper provides ...

This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to st ...

Innovative ‘media’ choice, including product placement in cinema foyers, supporting a well-constructed strategy of presenting My First Bed as a toy, resulted in a 50% market share. This was a solid ca ...

After years of training consumers to wait until they see a dramatic stain to call for carpet cleaning, the industry leader, Stanley Steemer, began seeing its first consistently negative sales. Without ...

The Linda brand has enjoyed a strong association with electric blankets ever since the 1980s, but faced a need to reconnect with consumers. It sought to take Sunbeam away from talking about product sp ...

This paper explains the battle between Sunbeam and Linda to keep Australia warm during those long winter nights, and how a fleeting television moment packed with emotional intensity made all the diffe ...

In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle. This paper describes research conducted for Black & Decker, Society Br ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

VELUX is a successful global business in the building market and one of Denmark’s leading companies. In order to ensure consistent quality in their advertising across a number of European markets, VEL ...

This case showed how significant results could be achieved with a small advertising budget, an innovative approach and a forward-thinking client. Olympian is an independent furniture retailer based in ...

The typical furniture retailer's advertising may, in its determination to drive immediate footfall, end up generic and cluttered. As a consequence, it often does nothing to build long-term brand value ...

This study explains how the agency had to overcome the problems of low interest, low awareness and strong competition from other brands in the matress market. The campaign objectives were to achieve ...

This study describes a campaign that changed the perception of the product from being a comfortable, reclining chair to a stylish furniture line whose main target audience was higher earning 25 to 44 ...

The Ernest Hemingway Collection by Thomasville was inspired by the expansive life and times of this remarkable author. This Collection has captured the imaginations of home furnishing enthusiast achie ...

The Sprint Home Office team commissioned Marketry to recruit a national Home Office Advisory Panel to gather qualitative feedback on business issues. The group of forty panellists around the county wi ...

To many consumers there are no good solutions to eliminating odours on fabrics. Febreze offered a distinct point of difference versus air fresheners - it provided a new and completely unique way to a ...