Subject Index
 

The link between Robinsons and Wimbledon is one of the most enduring associations in sports sponsorship, extending to over 70 years. Wimbledon plays a key role for the brand: every year, the Champions ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

Kingfisher, the owner of B&Q and French DIY chain Castorama, began its sponsorship of yachtswoman Ellen MacArthur in 1998, during the solo Route du Rhum race in November of that year. The sponsorship ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This 2004-07 campaign for the Scottish Executive aimed to address problems of literacy and numeracy in Scotland. The objective was to help those with difficulties in these areas and encourage them to ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign. In the first regional test an investment ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...

In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

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 ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector. Among these was the fact that coloured hair ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

Canon photo printers were losing territory in the photo printing market to retail photo stores and online services, while many customers were also expressing disappointment with the quality of home pr ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

Washington’s Lottery wanted to boost Scratch ticket sales by another $10 million dollars. But where those extra sales were going to come from was not particularly obvious. We had no new games or prize ...

Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...

Despite acceptance of the importance of milk in youth, generally milk consumption among adults is generally half that of children. The main reason was the perceived image of milk as being fattening. T ...

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...