Dunlop Carpet Tiles

1978-9 campaign for Dunlop Carpet Tiles. Aim to expand market (already brand leader).
Agency: Dorland AdvertisingAuthor: Charles Wiggington

Dunlop Carpet Tiles

INTRODUCTION

This case history is a record and analysis of the retail advertising campaign for Dunlop Carpet Tiles. Sales for product distribution were significantly affected by two bursts of advertising during the periods 30 October-26 November 1978 and 16 April-13 May 1979.

MARKETING AND ADVERTISING OBJECTIVES

The marketing objectives were:

  • To expand the market. As the brand leader in carpet tiles, Dunlop hoped to gain maximum advantage of generic sales growth...

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