Way ahead of the ISP pack

Article Abstract:

Sympatico, a Toronto, Canada-based Internet service provider (ISP), captured a substantial share of 20% of the two million ISP customers in Canada in 1997, a year of growth for almost 400 ISPs in Canada. Company Senior Vice President Scott Remborg attributes the firm's success mostly to the wide distribution by Stentor alliance members of Sympatico. Remborg said Sympatico used print advertising, bundling offers for long distance clients plus slight home and trade shows to market itself. Sympatico also dabbled in inventive sponsorship efforts, on of which involved MT&T Sympatico's sponsorship of Beer and Beethhoven in Halifax, Canada.

Company Planning/Goals, Print Media, Internet service providers

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Finding new ways to sell beauty

Article Abstract:

Avon Canada is ahead of its rivals in finding novel methods to market cosmetics. The company is looking into opening kiosk-type stores in malls to reach stranded customers, or those who do not want to deal with a representative or those who do not know where to get a representative. Another way to reach stranded customers is through Avon's database-fuelled direct business, which consists of six to nine catalogues annually. Despite testing new ways to reach its customers, Avon has no plans to abandon its home-direct selling business.

Other Direct Selling Establishments, Direct Sales-Toiletries, Direct marketing, Toiletries industry, Avon Canada Inc.

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Sponsorships that rock

Article Abstract:

Companies are sponsoring summer music festivals to be hip by association and to reach thousands of target audience. A sponsorship can ensure its success by being consistent with the company's image and target group, according to John Hulland, associate professor of marketing at the Richard Ivey School of Business in London, Ontario, Canada. Molson, a Toronto, Canada-based beer giant, relies on "great advertising" and an outstanding Molson Canadian Rocks program to solidify the marketing strength of its biggest brand, Canadian.

Planning of Marketing, Business planning, Market strategy, Canadian

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