Lemon-aid

Article Abstract:

The success of Mike's Hard Lemonade, an alcoholic beverage from Richmond, British Columbia-based vintner Mark Anthony Group, is attributed to company's marketing efforts, particularly in advertising and packaging. The product has won several marketing awards and is the leader in the cooler category since it was launched four years ago in 1995. It has also become the most profitable part of Mark Anthony's business, providing 30% of the company's sales revenues.

Beverage Manufacturing, Alcoholic Beverages, Mark Anthony Group

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MEC facing marketing challenges

Article Abstract:

Mountain Equipment Co-op, an outdoor clothing and equipment retail chain based in Vancouver, British Columbia, is working on a marketing strategy that will increase its customer base without compromising its long-time policy of shunning traditional forms of advertising. The company's new CEO Peter Robinson says that a key component of its marketing plan will be the company's enhanced Web site, which was launched in 1998.

Sporting Goods Stores, Sporting Goods, Bicycle Stores, Mountain Equipment Co-op

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Aisle advertising

Article Abstract:

The challenges in designing women-targeted advertisement campaigns are discussed.

Management dynamics, Targets & Markets, Management, Women, Advertising campaigns, Company business management, Target marketing

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