Seeing clearly

Article Abstract:

Clearly Canadian Beverages, Enbridge Home Services and Zellers are three Canadian companies that used marketing research in selling their services and products. For instance, Clearly Canadian relied on the expertise of market research giant Angus Reid Group when its sales dropped by 15%. Angus Reid created focus groups for Clearly Canadian to find out if consumers would be receptive to a change in the packaging of their sparkling beverages. Feedback from the focus groups forced Clearly Canadian to launch new bright new labels for its products.

Supermarkets and Other Grocery (except Convenience) Stores, Natural Gas Distribution, Supermarket Chains, Nonalcoholic Beverages, Soft Drink and Ice Manufacturing, Gas, Residential Use, Housing, Non-alcoholic beverages, Gas utilization, Clearly Canadian Beverage Corp., Enbridge Home Services

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Perpetual promos

Article Abstract:

Tim Hortons' 'Roll Up The Rim To Win' promotion, which began as a means of extending coffee sales into the summer months, is one of those rare marketing moves that is expected to endure. A sign of the success of the marketing program, which is already on its 13th year, is the number of copycats it has spawned and the way it has been spoofed in Canada. Analysts say that the promotion has successfully built long-term loyalty by rewarding its existing clients instead of trying to attract new ones.

Cafeterias, Commercial Cafeterias, Tim Hortons

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All your eggs in one basket

Article Abstract:

Consolidating all brand advertising in one agency has both ups and downs for both the advertiser and the agency. The agency benefits by having more revenues and, as a result of greater revenues, more clout. The downside is that the agency is under great pressure to deliver. For the advertiser, the advantages of consolidation are consistency of brand treatment, cost savings and convenience.

Marketing procedures, Marketing Management NEC

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