Target groups: Women

 

Science is now demonstrating that men and women have different genetic brain structures which lead to differences in how they tend to think and behave, including buying and shopping. Yet most marketin

FOXTEL, an Australian pay-TV provider, was launching Gossip Girl, an American drama set in Manhattan's Upper East Side, on its main entertainment channel, FOX8. The show follows the friendships, love ...

Safer Travel at Night is a partnership between the Mayor of London, Transport for London, and the Metropolitan Police. CABWISE is central to all communications, and aims to reduce the use of unlicense ...

At the end of 2007, Radley + Co, a manufacturer of luxury handbags, exchanged hands for £130 million - just two years after the company was purchased by private equity firm Phoenix for £42 million. Du ...

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers. Research conducted by Unilever's Dove beauty brand showed t ...

From 2001-06, De Beers aimed to combat slowing sales in the mature, saturated US diamond market by adopting a new approach that focused on making an emotional connection with women. In doing so, it so ...

Launched in 1999, Activia is a yoghurt brand which contains a probiotic culture with digestive benefits. In three and a half years, Activia went from being a niche brand worth £26.3 million a year to ...

The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them. The aim was to learn whether the handbag can be used as a t

For the past 20 years, anti-ageing has been the largest and fastest-growing segment of the beauty market, largely based on the premise of tying youth to beauty. Dove, however, sought to break category ...

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market. Rather than launch a premium brand - as many o ...

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

Women are still grossly underrepresented at the top levels of public and private sectors in the U.S. This paper presents findings from a study which aimed to give a voice to girls and boys across the ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

Kellogg's wanted to further broaden Special K's appeal in the burgeoning slimming market, ideally using a joined up international idea that would appeal to women around the world. A range of diet plan ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

Increasing female independence and wealth has pushed women up the marketer's agenda, but advertising for financial brands often fails with patronising campaigns. This paper argues that brands often go ...

Igloo, the frozen food business, wanted to improve consumer perceptions of frozen products and increase penetration of its products over the long-term. Its primary target audience was “modern mothers”

Christmas is a massive part of the year for Farmers, the New Zealand retail chain, but research revealed that its traditional festive advertising wasn't connecting with consumers in the way the compan ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train. Commuter Travel ta ...

This paper discusses the 2006-07 campaign by Standard Life Investments to increase customers and turnover at the Churchill Square Shopping Centre in Brighton, which was facing a decline on both measur ...

This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels. Minis achieved year three pay ...

In recent years, anti-cellulite products have become the market driver for the whole body care segment, with L'Oréal acting as the innovative European pacemaker, and Dove also taking an increasingly p ...

NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative pos ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category. The launch o ...

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...