Marketing & Communications Experience

MarCom Experience Blog
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Black+Decker B2C, B2B

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 …

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Weber Sauces, Seasonings & Marinades B2C, B2B

Within the category, new ethnic, fair-trade, private label, premium and organic products were appearing on store shelves frequently. Weber’s challenge was to grow sales of its young line of newer products among …

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Philips Lighting B2C, B2B

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 …

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Foster’s Lager B2C, B2B

After a period of modest growth, domestic beer line extensions – craft, micro-brews, flavored, low-cal, no-cal and more – began eating into Foster's U.S. retail shelf space and consumer …

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FujiFilm Cameras B2C, B2B

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 …

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Alimera Sciences Alaway B2C, B2B

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 …

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Barilla Pasta & Sauce B2B

Among consumers Barilla was highly competitive. But in food-service, despite winning some independent restaurants in the northeast the company was having trouble making inroads with the national …

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Mercedes-Benz Regional B2C

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 …

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Taco Bell Regional B2C

As health-consciousness was on the rise, QSR sales were in slow decline. McDonald's, Burger King and Wendy’s ranked 1st, 2nd and 3rd in awareness, attitudes and usage, sales and market share. Taco Bell ranked a distant …

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AT&T Broadband B2C

Thousands of AT&T residential customers were switching to satellite each month, due to perceptions that it offered a better picture, a greater variety of shows and lower prices, but our research revealed …

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Orkin B2C, B2B, B2E

Orkin was being outspent by its biggest rival Terminix 2-to-1, was losing ground to several competitors on key brand attributes and was losing 18% of its commercial and 30% of its residential customers each year. The …

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Delta Airlines Digital Customer Experience (CX)

Forrester, JD Power and Harris Interactive research showed the Delta.com customer experience lagged competitors. Many customers felt that Delta.com was mediocre at best and …

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Renaissance Hotels & Resorts B2C, B2B

With reservations and occupancy below industry standards, a vague brand image and higher levels of awareness, attitudes, loyalty and usage among competitors, Renaissance was one of parent Marriott’s weakest …

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Royal Caribbean B2C, B2B

As one cynical industry veteran said, cruise ship vacations traditionally attract and cater to “Newlyweds, the over-fed and nearly dead". And research shows many frequent ‘cruisers’ are young newlyweds or 55 and …

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City of Hope B2C, B2B

In the battle for patients, exceptional talent and tens of millions per year in donation, City of Hope - a world-class research, teaching and serious disease hospital system - was losing ground to competitors with …

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