Recession: Case Studies

 

In this case study Nukhet Vardar, of El Izi Communications Consultancy (who in collaboration with the Turkish Foundation for Advertising and the Turkish Market Researchers Association conducted the st ...

This paper details how a new advertising campaign (1987–95) reversed the fortunes of Gold Blend, a premium instant coffee. The brand, successful from launch, was losing share by the mid-1980s (down to ...

In a recession, diamonds are not forever. During the early 1990s, sales slumped and diamond sellers were increasingly competing against a range of alternative luxury expenditure. With limited funds, D ...

This paper demonstrates how the power of consistent advertising for BMW over time (1979–94) built an exceptionally strong brand, even during the recession. The focus was single minded: core brand valu ...

In the late 1980s/1990s, the MSS faced a two-pronged attack: the economy was in recession and charities were becoming increasingly competitive for donations. The public was losing awareness and intere ...

Having not advertised on television for eight years, and having suffered three preceding years of recession and declining sales, Range Rover needed rejuvenation in 1993. The brand had to give consumer ...

Shows the success of a television campaign for the Dunfermline Building Society in 1992, against the background of recession and severe lack of confidence in the housing market. The Society achieved a ...

Opening a store is a major event for IKEA, the Swedish-owned homewares group. Doing so during a recession poses extra challenges. In July 1991, IKEA embarked on an integrated campaign to launch a flag ...

As charity contributions declined generally in a recession, and AIDS and cancer causes dominated the headlines, the Heart and Stroke Foundation needed to raise awareness of its work. By reminding cons ...

The early 1990s recession in air travel, particularly among business passengers, hit Canadian Airlines, which was already being outspent on advertising by Air Canada, its better-established rival and ...

Nissan, the Japanese auto manufacturer, had slipped behind Toyota, Honda and Mazda. As the market hit recession in the early 1990s, it faced a double problem: declining sales volume and flat market sh ...

Explains Tom Reddy Advertising's 1988 campaign for Iceland frozen foods ('Mum's Gone to Iceland' by campaign, performance, and evaluation. As a small retailer, Iceland only had the budget to employ on ...

One of Europe's most severe economic recessions and an accompanying decline in the 11–24 year-old population threatened to reverse growth at Levi Strauss Europe. This award-winning case study of pan-E ...

This paper describes the success of the Rowan Atkinson advertising campaign for Barclaycard. By 1989 the product was in trouble: the credit card market was maturing with increased competition from deb ...

Although present in 75% of French households, Le Creuset (French ironwork cookware) was a well kept secret in the UK, enjoying almost cult status. New company ownership in 1989 resulted in the need fo ...

Whipsnade Wild Animal Park had been in long-term decline since its peak in the 1960s. This paper shows how a bold strategy of using television and local radio advertising reversed the 30-year trend an ...

The Renault Clio launched into the worst UK car market for many years in 1991, as new car sales had declined 20 per cent. To complicate matters, the launch had three goals: unveil the model, establish ...

Despite the severe recession during 1988-91, The Economist magazine achieved growth while similar weekly publications -were forced to close or faced huge losses. The distinctive, award-winning print a ...

1990 and 1991 were difficult years for the frozen recipe meals market; as non-essential foods, they suffered in the recession, and sales in 1991 were down 8% on 1989. Over this period, Findus grew the ...