The Famous Grouse: from 'on the rocks' to 'a large one'. Breaking the rules of marketing in a post mature market

Lucy Edge and Ian Pearman

This 1998 paper shows how in a situation of post-mature market decline, the recommendation to cancel ad spend and milk a brand's equity as further ad spend would not yield sufficient returns, is not always useful.
Agency: AMV.BBDOAuthors: Lucy Edge and Ian Pearman

The Famous Grouse from 'On the Rocks' to 'A Large One': Breaking the rules of marketing in a post mature way

INTRODUCTION

A new stage is reached when the market enters a period where volume looks set for permanent decline. . . The usual recommendation from advocates of product life-cycle theory or portfolio concepts such as the Boston Consulting Group's matrix, is to divest from the market. Such a view can be a ...

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