Target groups: Families, parents, mothers

 

The case study describes the marketing challenge as reclaiming growth despite quadrupled competition. The campaign objectives were to halt decline, increase shipment and broaden the use of the produc ...

Campaign, May-August 1999, to reinvigorate a staple and dull product, beef mince. Campaign had to not only reposition mince, but bring about behavioural change: the key was to segment cooking mothers ...

Campaign, 1999-2000, to halt a 12 - year decline in lamb consumption, then increase it by 10%. Involved repositioning lamb in consumers' minds. Two-pronged campaign structure: 1) brand advertising (co ...

Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability. A continuous promotional programme with changing content every 4-6 weeks, using 12 TV 30 ...

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 ...

This paper deals with the promotion budget and some popular appropriation models found in the standard marketing textbooks. All of these models are simplistic and state that relatively more money is s ...