Subject Index
 

In 2006-07, Goodyear was under increasing amounts of pressure from aggressive competitors and newly emerging Asian brands. The tire market was also a low-interest category, and Goodyear's communicatio ...

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings. Because of the brand's countrywide reach, communications ...

In January 2003 a new chief executive officer, Alan Feldman, took over Midas, Inc. Though possessing a well-respected brand, the company was in disarray. For years Midas had focused on muffler manufac ...

Upon regaining its title as the world's largest tire manufacturer in 1999, the Goodyear Tire & Rubber Company broke sales records and was busy collecting the tattered market shares of it ...

In the early 2000s General Motors Corporation (GM) found itself the victim of its own success. Improved quality in its vehicles had resulted in less warranty work for the service centers of GM deale ...

In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal ...

Kwik-Fit's 2003-04 ad campaign aimed to revitalise the company after a period of sales decline and little advertising. There was an urgent need to reverse the sales decline, increase margins by improv ...

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important. Continental required a campaign that would establish “German engineerin ...

TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart a ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

The Uniroyal brand had not received marketing support during the previous two years. This campaign was focused on the Hispanic population of South Carolina and aimed at improving awareness, brand con ...

The objective of this campaign was to challenge drivers to go further in order to fill up at a Shell station. The target market is described as young male, fast drivers. The study claims that Shell wa ...

Launch campaign (2001) for new premium-priced petrol brand, Shell Optimax, in UK, into a largely commoditised market. Target: by end 2001, 10% of Shell petrol sales, 1% increase in Shell petrol sales, ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

The market for consumer purchased oil filters had been stagnant or decreasing for five years, as a result of the proliferation of national oil-change franchises and other speciality car-care chains. F ...

In 1995 Palmer Hargreaves were approached by Continental Tyres to 'make them famous' - but without the budget for TV advertising. Palmer Hargreaves developed a campaign to create brand awareness in a ...

The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. A downward trend in renewals pro ...

1994-5 campaign for Pirelli tyres, which transformed results from losses of over £155 million 1992-3 to breakeven 1994 and profit of £85 million in 1995, with an 18% sales increase across Europe. Mark ...

This paper shows how a thorough understanding of the way consumers and the trade relate to tyres and tyre advertising was used to give the creative team some important pointers that helped create a pi ...

How advertising helped the renaissance of Pirelli tyres during the 1980s, the period following the failure of the proposed merger with Dunlop. Losses had increased 1980-82; Pirelli decided to concentr ...

For years RACV had battled to increase its portfolio in a market where no insurer was perceived as being different from any other. The result of the campaign showed the number of telephone enquiries f ...

This paper shows how advertising (agency: McCormick-Publicis) helped transform the tyre company Pirelli from a company with declining market share and significant financial loss into one with increasi ...

The 1983-4 campaign for Pirelli tyres. The marketing background is fully described, with the difficulties facing the brand: most tyres are replacement purchases; essential to have support of the trade ...

1979 campaign for Goodyear Prix-S tyres, a new launch steel-belted radial tyre. Full discussion of marketing background. Advertising objectives: brand salience, improved perception for brand on most-d ...