Target groups: Families, parents, mothers

 

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

The short paper details a campaign targeted at future mothers at antenatal classes, which distributed a kit with a children's book symbolising the security offered by the Modus. The book tied the obje ...

After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands b ...

In this excerpt from Marketing to the New Super Consumer, Mom & Kid, Tim Coffey, David Siegal and Greg Livingston, principals at the Cincinnati-based WonderGroup, argue that effective marketing to 'mo ...

When the Suncorp -a leading insurance company - sought to launch its under-25 'Family Discount' offer, it faced the significant challenge of selling insurance to the youth market, and of speaking to p ...

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries ...

Adult snacking is a growing trend in the Canadian market, pointing to opportunity in the casual meal territory. STOUFFER'S decided to create a whole new section in the frozen aisle consisting of handh ...

The Quebec bread market is dominated by two players, Weston/Gadoua and Multi-marques. Despite attempts to reverse three years of decline via advertising and promotion, Weston's volume and share and ke ...

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 ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

The National Pork Board discovered that Hispanic consumers had a genuine love of pork, but limited their consumption because of deeply-engrained fears and misperceptions about pork's safety and health ...

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The ...

Museums and art galleries have traditionally been the preserve of the educated middle-classes. This campaign shows that it is possible to broaden their appeal to a wider audience, if you approach them ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segm ...

This paper shows how clever media thinking in the final year of Velux Roof Window’s “Toys” campaign enabled brand awareness to increase by 8% points, sales of windows to increase by 9% and sales of bl ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one v ...

The potato crisp market is highly competitive so in the early 1990s, the New Zealand-based company Bluebird Foods launched a grain-based snack called Grainwaves. It performed well but in 2002 it hit ...

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 ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack. With 227 ...

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to f ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

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 ...

In this article Pat Spungin, child psychologist and parenting expert, explores why parents make the food purchases they do for their children, and finds some surprising answers.

Fred Bonner, professor of media and advertising research at the University of Amsterdam, argues that the family is evolving into a democratic DMU (decision-making unit), and that conventional research ...

In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions both among consumers and pharmacists. Pfizer responded with a concerted effor ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...