The Launch of Fona Dansk Elektrik

1993 launch of a new Danish electrical store in the UK; study covers first stage of launch in Tyne Tees TV area.
Agency: Bainsfair Sharkey TrottAuthor: Deborah Johnston

The launch of Fona Dansk Elektrik

A NEW PERSONALITY ON THE HIGH STREET

Fona, the electrical store from Denmark, began appearing on the UK High Street in July 1993. This case covers the first stage of its launch in the Tyne Tees TV area. Despite still extremely difficult trading conditions for electrical retail this has been a major commercial success: both relative to the previous trading format in the sites involved (Rumbelows) and in a broader competitive context. It shows that:

  • this success is founded on the creation of a sense...

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