Compaq's tall order for agency: sell new line ... and new image
Article Abstract:
Compaq has hired advertising agency Ammirati & Puris to promote its new line of lower-priced microcomputers and help it change its image as a strictly premium vendor. The new strategy is risky for Compaq, whose reputation is based on its offerings of high-quality systems at high prices. Observers warn that Compaq's success depends on whether it can deliver on its promise that quality will not be compromised and avoid alienating its traditional customer base. Many are nevertheless optimistic, noting that Apple's new low-priced products have been very successful. The Ammirati agency is well-known for producing creative commercials for premium products, including the BMW slogan 'The Ultimate Driving Machine' and the Schweppes ads featuring British comedian John Cleese. Officials say the Compaq campaign will credit customers with intelligence and will be 'wordy.'
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1992
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Harder drive; decade after failing, Japan firms try anew to sell PCs in U.S.; they seek to ensure survival in consumer electronics; prices may keep falling; Hitachi: 'we love a war.' (Industry Trend or Event)
Article Abstract:
Numerous Japanese computer manufacturers, including Sony, Hitachi PC, Fujitsu PC and NEC, are preparing to enter or expand their roles in the US market as a means of remaining competitive in the consumer electronics field. Consumers are the most likely beneficiaries of the increased competition, as prices continue to decline in an already depressed US computer market. Industry executives fear potential product dumping by the aggressive Japanese firms, in the event that they are unable to sell the great majority of the computers they manufacture. Japanese firms such as Matsushita Electric Industrial and NEC have attempted and failed to penetrate the US market in the past, but company officials suggest that many US computer vendors are currently especially vulnerable against increased competition.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1996
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