|Agency: Doyle Dane & Bernbach||Author: Nigel Beard|
Swan Vesta Matches
In 1975, the situation facing Bryant & May in the UK match market was a less than encouraging one. The market had been steadily declining for 15 years, in which time it had lost a quarter of its volume. Bryant & May were the leading manufacturers with about half of the 43million market. Its volume, however, had declined faster than the market expenditure on advertising of 250,000. Bryant & May was losing share to cheaper imported matches which sold in multiwraps and undercut its trade price by as much as 20%.
The following case history illustrates how the company arrested this decline by identifying the markets in which it was operating more accurately and by promoting more effectively against its existing strengths.