Tag: Promotion
Sponsoring the Nationwide Football League
Every day consumers come across a wide range of product names, images, stimuli and information which appear in many different formats - in the high street, on the products they use, at...
The Absolute. Tour
Companies are finding it more difficult to demonstrate product superiority or product differentiation over competitors. Customer service is an area that offers almost endless opportunities for developing superiority and differentiation. The ideal...
Using IT in sales and marketing
The Internet is a powerful means for organisations to communicate with customers. A well constructed website enhances marketing and selling activities. Marketing is concerned with identifying, anticipating and meeting customer needs. Selling...
Coca-Cola and sports partnership through competition
The importance of image
Our image is the way in which others see us. People quickly form opinions about us from the way we dress, walk and talk, from where we live and...
Making the world’s best-known product
How is the most widely recognised product in the world made? How are the required quality standards met for every single unit of that product?
This case study answers these questions by outlining...
The rebirth of Skoda
This case study looks at the turn-round in the fortunes of Skoda which has come about through investment in new technology, management training, product development and effective marketing.
The Skoda company began back...
Creating consumer demand for SKY TV through sports
Successful marketing involves providing consumers with the goods and services they require, where they want them and when they want them. In this country, millions of people enjoy participating in and watching...
Creating and managing a unique sponsorship
On 18th March 1997 Royal & Sun Alliance Insurance Group plc announced that it was to sponsor Tracy Edwards MBE and an all women crew of nine in a unique series of...
The power of love
On the 7th December 1992, 30 million viewers watched episode 12 of the Nescafé Gold Blend saga in which the hero Tony told Sharon - 'I love you!' This was one of...
The role of PR in changing perceptions
Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to be kept for a long time. Branding is...
The effectiveness of an advertising campaign
Johnson & Johnson (J&J) is well known in the United States and the UK for its Johnson’s Baby® brand. By the 1990s, the company realised that its expertise in babies’ skin might...
Improving a leading brand
Fast-developing organisations have a range of business objectives that provide a direction for their actions and drive them forward, particularly in markets that are prone to change and innovation. In recent years...
Transforming the marketplace
The Internet has been around since 1969. It started as a defence network that linked the computers of a few researchers and military bases. Today, it is widely accessible, providing a broad...
Targeting sponsorship within a specialist market niche
The financial world used to be straightforward for consumers. They knew where to go and who to ask for the financial products they needed. In recent years, however, the market for financial...
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