Target groups: Women

 

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In 1978 Candie's shoes, especially a model called the Slide (a high-heeled slip-on), became a "must have" fashion accessory for America's teenage population. The shoe ...

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 ...

When General Motors Corporation (GM) acquired the commercial marketing rights to the Hummer truck, the civilian version of the U.S. Army's Humvee, it faced the challenge of promoting a vehicl ...

As Gap, Inc., approached its 35th birthday in early 2004, the 1,500-store chain was experiencing an upswing in profits and sales, reporting steady increases since 2002. First-quarter profits in 2004 ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

When drugstore.com launched its website in 1999, the competitors in the online-drugstore segment were primarily a site introduced that year by CVS, a traditional "brick-and-mortar" drugs ...

In 2004, Dreyers Grand Ice Cream, owned by Nestle, relaunched its existing product into a largely stagnant market. With less fat and richer taste it aimed to target health conscious consumers while ma ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

Although Delta Air Lines, Inc., was the number three air-passenger carrier in the early 1990s, by 1996 it was feeling the pressures of low-cost carriers such as Southwest Airlines. Budget-conscious ai ...

Davidson Development Inc. was the primary engine behind the project that came to be known as World Golf Village, an upscale development located between Jacksonville and Saint Augustine, Florida, combi ...

In 2002 CVS Corporation's drugstore chain, CVS/pharmacy, was approaching its 40th anniversary, and as a result of steady growth it was nipping at the heels of the nation's number one dru ...

Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere. In 1994 Clairol introd ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

In 2001 Canon U.S.A., Inc., a subsidiary of the Japanese printer, copier, and peripherals manufacturer Canon Inc., introduced a compact digital-photo printer, which offered speed and the convenience o ...

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

With a growing milk surplus, the California Milk Advisory Board launched a series of campaigns to challenge Wisconsin’s position as leading dairy producer. Focussng primarily on cheese production, the ...

Royal Crown Company, which introduced Diet Rite in 1958, prided itself on being a pioneer of the soft-drink industry. Not only was Diet Rite the world's first diet carbonated soft drink (CSD), ...

The Boston Beer Company’s Samuel Adams brand was one of America’s first specialty beers but was suffering increased competition from mass market brewers who had introduced their own “craft brews.” In ...

In 1976, when the cosmetics industry was making exaggerated claims about scientific advancements in skin care, Anita Roddick opened a store, The Body Shop, in a seaside town on the southern coast of E ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly diss ...

This 2005 repositioning campaign for Homebase, the DIY retailer, sought to reverse a previous decline against B&Q by promoting the idea that Homebase provides everything you need to make a house a hom ...

Through problems in perception, Ryvita, the crisp-bread company found itself launching Ryvita Minis in 2003 to reinvent their image. With a decline in existing users of the product, the new product wa ...

This 2004-05 campaign for the GMG Radio Group set out to launch a new station, Smooth FM, which has gone on to become the second largest station in the North West of England. The launch was a re-brand ...

Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world. The 2002-5 campaign in each market used TV, supported by in-trade c ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1 ...

Women are responsible for over 83% of consumer spending decisions, and the over 50’s hold 69% of the US total net worth (i.e. $29.1 trillion). “Primetime women” (50+) therefore offer a potentially pro ...

This short paper shows how Ambi Pur launched an upmarket domestic product for both consumers and distributors to establish itself on the French home fragrance market. A targeted campaign gave the impr ...

This short paper argues that the Special K and Roc Anti-Cellulite promotion offered an exceptional, innovative consumer solution – “interior” slimming with the 15 day Special K Slimming Challenge and ...