How to create a craze
Article Abstract:
All 4 Fun Toy Products Ltd of Markham, Ontario, implemented a grassroots marketing campaign for its Crazy Bones toy product. The company realized early that the products need to be introduced to kids who will play with them and trade them with other kids. All 4 Fun, which drew from its earlier failure in Christmas 1996, decided to relaunch the product in Apr 1997, by giving away 5,000 promotional packs and other give-aways. The success of the approach paved the way for the growing acceptance of the toys all over Canada.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Proof positive
Article Abstract:
Cable Atlantic's expensive market research is the driving force being its marketing succes. Per-capita research costs at cable Atlantic are estimated to be four to five times greater than the national average. Instead of conducting phone surveys and focus group studies only when launching new products, Cable Atlantic is conducting such research studies every 12 months. These result in a basic cable penetration rate that is higher than the national average by 10%.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
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