BGH Air Conditioners: Big Noses

BGH wanted to grow sales and share in the fragmented and seasonal Argentine air conditioner sector and regain a spot among the top three companies.

BGH Air Conditioners: Big Noses

Agency: Del Campo Nazca Saatchi & SaatchiClient: BGHProduct: Air Conditioner

Objectives

The main goals that were established to achieve success in this initiative were:

  • Increase SOM by 1.5% (share of market).
  • Increase sales by 53%, reaching a target of 64,279 units sold.
  • To place BGH within the Top 3 companies in the air conditioning sector.

To illustrate, between the 2008-2009 and 2009-2010 periods, BGH's SOM grew 0.1% despite the fact that sales volume had reduced by 32%1. (See Fig. 2)

In terms of its market...

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