A tight fit
Article Abstract:
Esprit de Corp, a marketer of clothing for teenage girls, has branched out and started an upscale line for women. However, instead of being on the cutting edge when it brought out its teen line, now Esprit and its president Susie Tompkins find themselves competing in a cluttered market against well-known brands like Ann Taylor. She feels that the new line will be successful because it is found in such a large number of department stores. At the same time that Tompkins strives to market the adult line, she must also give attention to the teen line, which has floundered and lost some of its market share.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Forging a new identity
Article Abstract:
Textron Inc's Speidel Div. has upgraded its bracelet business by improving the product line and packaging and developing a marketing strategy. Further, it supports the bracelet line with a $1 million advertising budget. The company's bracelet business goes back to the company's origins before World War II. The product has defied demographics and is still booming in the 80's and 90's as it did in the 60's. For example, for the period from 1986 to 1991, sales have zoomed 280% to around $20 million.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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As cola sales dip, Pepsi turns on Mountain Dew
Article Abstract:
Pepsi-Cola Co has started a $40 million advertising campaign for its citrus soda Mountain Dew. This is double what the soft drink firm spent in 1991. The company is emphasizing Mountain Dew in its advertising because the cola market has dipped and consumers want to try something different. Further, Pepsi wants to do all it can to strengthen the diversification of its product line, since that means the company can respond more readily to changes in consumer tastes.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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