Reverse Thinking Helps Mature Sectors Grow

Donohue, Steve
August 2005
Multichannel News;8/1/2005, Vol. 26 Issue 31, p44
Discusses strategies that marketers can employ in reaching consumers in mature and highly competitive industries, according to Youngme Moon, associate professor of business administration at Harvard Business School. Information on how Harley-Davidson became a powerhouse motorcycle brand; Marketing strategy of watch manufacturer Swatch; Action taken by Heinz to boost ketchup sales.


Related Articles

  • Time on your side.  // Advertising Age International;Nov97, p23 

    Presents a Swatch television advertisement created by BGS DMB&B of Turin, Italy. Features of the advertisement.

  • Beat It. Poe, Randall; Courter, Carol Lee // Across the Board;Jul/Aug99, Vol. 36 Issue 7, p5 

    Reports on the marketing of watches by the Swatch Group company. Features of the watch; Problems with its promotion.

  • Swatch ups budget to return to edge. Underwood, Elaine // Brandweek;5/16/94, Vol. 35 Issue 20, p6 

    Reports on Swatch's increase of its United States marketing budget by year-end of 1994. Promotions and special-events spending; Sponsorship of the 1996 Atlanta Olympic Games; Crash programs in specific areas; Failure to respond to changing market; Debut of the Olympic Swatches.

  • Purple power: squirting fun on your fries. Atkin, Ross // Christian Science Monitor;10/3/2001, Vol. 93 Issue 217, p15 

    Discusses how Heinz ketchup is marketing purple ketchup to children, and questions whether this is appropriate.

  • H. J. HEINZ CO. COLLECTIBLES. Nuhn, Roy // Antique Shoppe Newspaper;Mar2009, Vol. 23 Issue 6, p18 

    The article offers information on the founding of the H. J. Heinz Co. along with the selling of its commercially made ketchup in the U.S.

  • Covering the world in more than just ketchup. Burstiner, Marcy // World Trade;Dec97, Vol. 10 Issue 12, p13 

    Provides information about H.J. Heinz Co. owned by ketchup king Henry J. Heinz. International sales of Heinz products; Products sold by the company; Information on the company's worldwide expansion plan called Project Millennia.

  • Youth Must Be Revved. Eisenberg, Daniel; Szczesny, Joseph R. // Time;8/13/2001, Vol. 158 Issue 6, p47 

    Unveils production and marketing plans by Harley-Davidson for its V-Rod motorcycle. Efforts of Harley-Davidson to target the motorcycle to younger riders; How the median age of a Harley owner has increased; Cost.

  • Harley-Davidson embraces cinema ads in direct assault. Balmond, Sarah // Precision Marketing;5/21/2004, Vol. 16 Issue 29, p3 

    Reports on motorcycle firm Harley-Davidson Inc.'s cinema advertising in Great Britain. Firm's effort to increase its customer database and encourage more test-drives; Evolution of the direct marketing strategy of Harley-Davidson; Advertising of the firm's web site.

  • Harley Road Tests Electric Hog. Murray, Charles // Design News;Aug2014, Vol. 69 Issue 8, p20 

    The article reports plans of motorcycle manufacturer Harley-Davidson to launch Project LiveWire, a specially designed series of test drive to get insight into the rider expectations of an electric Harley-Davidson motorcycle with a 2014 U.S. tour starting at Route 66. The project is seen as part...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics