Eyewear sellers struggle to be seen in clutter
Article Abstract:
Canadian eyewear retailers are making great efforts and spending a lot of money on advertising without much success to be noticed in a cluttered market. Statistics Canada reported the eyewear retailing industry had total sales of about C$777 million in 1997, a growth of 14% from 1996. The sector is led by Lenscrafter's, King Optical Group and Hakim Optical, followed by smaller competitors such as Public Optical and The Bay Optical. The advertising and promotional strategies of these firms are virtually the same with focus on the commoditization of eyewear retailing.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Canadian firms turn to lucrative intranets
Article Abstract:
The market for developing companies' intranet networks proves to be an emerging lucrative market opportunity for high-technology companies in Canada. Waterloo, Ontario-based Open Text Corp. managed to boost its boost its global sales to $40 million after switching its emphasis from its Internet search-engine operations to creating intranet applications for corporate users. The intranet-development market proves to be a profitable niche for high-tech companies as firms like Netscape, Lotus and Microsoft venture into the booming market for intranet software products.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Rx re-targeting
Article Abstract:
Pharmaceutical companies are altering their marketing tools to target the three groups that influence people's decision on which drug to use. The change would transcend the former norm of just sending sales representatives with product literature, but would include targeting insurance executives, company managers and health consultants with print materials, videos, Web information and customized wellness programs. The new strategy is based on the evolving trend of health responsibilities being handled by the private sector instead of the government.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Comment about this article or add new information about this topic:
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