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Prize winner
Subject category: Marketing
Authors: David Marshall (The University of Edinburgh Business School); Tina Harrison (The University of Edinburgh Business School)
Published in: 1998
Length: 28 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

Gordon's gin is faced with a number of threats to its dominant position as the market leader. While wishing to remain loyal to its core buyers, it recognises the need to broaden the appeal of the brand. The case focuses on the issues involved in repositioning the brand to attract a wider customer base and describes the advertising campaign which was developed to communicate with a wider audience. The objectives of the case include: (1) identifying the key marketing issues; (2) analysing market information for decision making; (3) evaluating the advertising campaign; and (4) commenting on potential future executions of the communication strategy. The case is suitable for both undergraduate and MBA students familiar with the basic marketing concepts of strategy, segmentation, targeting and positioning and communications. A video is available to accompany the case (598-070-3). This case contains colour exhibits.
Location:
Industry:
Other setting(s):
1995

About

Abstract

Gordon's gin is faced with a number of threats to its dominant position as the market leader. While wishing to remain loyal to its core buyers, it recognises the need to broaden the appeal of the brand. The case focuses on the issues involved in repositioning the brand to attract a wider customer base and describes the advertising campaign which was developed to communicate with a wider audience. The objectives of the case include: (1) identifying the key marketing issues; (2) analysing market information for decision making; (3) evaluating the advertising campaign; and (4) commenting on potential future executions of the communication strategy. The case is suitable for both undergraduate and MBA students familiar with the basic marketing concepts of strategy, segmentation, targeting and positioning and communications. A video is available to accompany the case (598-070-3). This case contains colour exhibits.

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Location:
Industry:
Other setting(s):
1995

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