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Case Study
1.
Marketing in a Commodity Industry: The Launch of Californian Raisins
Tim Broadbent, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Describes the creation of a brand in a largely commodity market. Spring 1984 campaign for Californian raisins, generic and for the Sun Maid brand. Objective to halt sales decline and restore lost shar ...

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