For decades Black+Decker tools enjoyed high unaided awareness and significant market share. Yet both were down, eroded by smaller more nimble players and diluted by its forays into …
General Electric (GE) was so dominant in the U.S. lighting category it charged more for lesser (shorter life) bulbs. Philips’ sales were flat and its managers were under the gun to increase sales and market …
Despite marketing a variety of digital products and services FujiFilm was perceived as little more than an out-of-touch film company. Years of advertising which equated ‘‘Fuji’’ with ‘‘film’’ had become a liability and sales were …
Upon launch, Alaway - a new OTC allergy relief eye drop - would compete with about 10 existing allergy eye drops and a dozen other allergy medicines. The category is dominated by deep-pocketed, well-known competitors …
Due to a slowly recovering economy, dealer group sales were flat, loyalty (repeat purchase, dealer service visits etc.) was at an historic low and valuable brand equities were being eroded by BMW, Lexus, Acura …
