Subject Index
 

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

STAEDTLER is one of the oldest and most respected stationary-brands in the world, but in recent years the brand has faced tough competition from cheaper alternatives. The company wanted to improve its ...

The pink Energizer Bunny first marched across American television screens in 1989 to advertise the Eveready Battery Company's Energizer batteries. Eight years later Eveready Battery (which even ...

In 2005 revenue growth for stationery brand Staedtler Australia had unsurprisingly stalled in the face of the increasing digitalisation of communications. To overcome this problem, it sought to focus ...

The pen category is highly competitive, price sensitive, focused heavily on national accounts sales and hence, more often than not, driven by price promotions. Bic's competitors had also stolen the ma ...

This paper explains that the battery market in general and Duracell in particular had been in a state of crisis due to lack of differentiation within the market. The challenge was to restore the impo ...

By end 1993, Duracell was losing brand distinctiveness even among loyal users, who were switching according to price. An improvement in brand's long-life performance gave an opportunity to use this in ...

Duracell's success is built on understanding these truths about people and batteries. So, for over 15 years, Duracell has kept its message simple, consistent and direct: TV advertising demonstrates th ...

Development of the Duracell battery campaign, 1978-9 and 1980-89, which made it brand leader at over 30% (from 4% in 1978). High TVRs helped make it 'one of the most visible campaigns of the 1980s', b ...