Target Groups: Business-to-business

 

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...

Reid Kerr Enterprises was launched in 2001 and decided to carry out a consistent and planned marketing communications campaign to develop their commercial training business. The below the line adverti ...

In early 2004 Bank of Scotland Corporate reviewed their brand with their aim being to set themselves apart from their competitors by creating distinct and market leading propositions. The challenge fo ...

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPowe ...

In the past, B2B companies were likely to see marketing as the cosmetic sheen to be papered on to a commodity in the hope of faking distinctiveness. Heavy-duty B2B companies didn’t need it. Alexander ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

This campaign for Eurostar sought to increase its share of business travel to Paris or Brussels from the UK. A hard core of business travellers continued to disregard the superior comfort, convenience ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better. Thus Hond ...

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 ...

Business owners think they are saving money by putting off the purchase of new computers. Dell 'Machines' demonstrated that this thinking doesn't save money at all. In fact, this thinking costs owners ...

XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

With 3100 employees and 45 affiliates, AVL List is the world’s largest private company for engine development and test systems. The goal of this campaign was to position the AVL List brand in a socio- ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

With the consulting category experiencing slowed growth due to the economic climate, the name of the game in this business has been to steal share from competitors. With many companies offering simila ...

China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in ...

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. ...

Vodafone had a major challenge in 2003; it was viewed as being fun-loving, irreverant and a bit of a rebellious underdog. That’s a good thing in the general consumer mobile market, but these qualities ...

Tim Hazelhurst describes the totally integrated marketing contact strategy developed and implemented by Altro, the inventor and market leader in safety flooring. He shows how, over a 3 year period, re ...

Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one looks at business-to-business publishing in the USA.

Global television campaign for British Airways Club World, directed primarily at frequent business travellers (but also considering all other stakeholders and potential customers) and focusing on thei ...

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 ...

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 ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

Modern Apprenticeships is a work-based training programme run jointly by Scottish Enterprise, Highlands and Islands Enterprise and The Scottish Executive. Scottish Enterprise approached The Bridge wit ...

Scottish Mutual developed a brand campaign incorporating a likeable brand icon, a humorous tone and an eye opening approach, backed up by traditional direct marketing. The campaign succeeded in incre ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

This article describes and examines the concept of customer value offers (CVO) in the business -to-business sector. The concept is based on delivering superior value to targeted customers and providi ...

The author of this paper regrets that so few marketers are leaders of companies. Inevitably, the author asserts, this leads to marketing being neglected at the expense of corporate finance and produc ...