Gandhi Bookstores: The last book on earth
Ogilvy Mexico
Entry Information
Category: Retail/Direct SalesCountry where program ran: MEXICODate program started/ended: January 2010 – March 2010
Product Description: Gandhi Bookstores is a well-known bookseller in Mexico with more than 20 stores throughout the country, selling a wide variety of book at good prices.
Advertiser/Client Name: GANDHI BOOKSTORESMedia Channels: OtherWebsite:http://200.52.76.195/201 l/gandhi/ultimolibro/index_eng_2.html
Strategy
Marketplace challenge:
People in Mexico don't read, or if they do, they read too little with only .6 books a year. Even though this is the case, there...