Breakthrough

Marketing

Nike

Hit the ground running in 1962, Originally known as Blue ribbon sports The company focused on providing high quality running shoes designed especially for athletes by athletes Believed in Pyramid of Influence First Spokesperson runner Steve Perfontaine In 1985, signed up Michael Jordan still-up-comer, as spokesperson The Air Jordan basketball shoes flew off the selves, with revenue of over $100 million, first year In 1988,aired first ads in its $20 million Just Do It ad campaign, featured 12 TV spots

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Began Expanding into Europe It found that its US style ads were seen too aggressive Actively involved as a sponsor of youth leagues, local clubs, national teams The big break came in 1994, when the Brazilian team (The only national team it had sponsored) won the world cup Nike succeed in the other international markets such as China, came to command 10% of the shoe market By 2003, oversea revenue surpassed U.S. revenues 2006, international divisions generated nearly $7.5 billion in revenue compared to $5.7 billion from U.S. 2005, golf brand endorsed by megastar Tiger Woods Nike is now top athletic apparel and footwear manufacturer in the world, with fiscal 2007 revenues of nearly $16 billion

Intel

Intel makes Microprocessors that are found in 80% of the worlds personal computer Early Days, Intel microprocessors were known simply by their engineering numbers Such as, 80386 or 80486, Positioned as most advance The trouble was, as Intel learned numbers cant be trademarked Competitors came out with their own 486 chips and Intel had no way to distinguish itself from competition Worse, Intel products were hidden from consumers, buried deep inside PCs Hidden un-trademarked product, Intel had hard time convincing consumers to pay more for high performance products

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Intel response was marketing campaign that created history The company chose a trademark name Pentium- and launched the Intel Inside Marketing campaign To build awareness of the brand to get its name outside the PC and on the mind of the consumer Used Innovative cooperative scheme to extend the reach of campaign It would help computer makers who used Intel processors to advertise their PCs if the makers also include the Intel logo in their ads Also gave reimbursement on Intel Processors, sticker on PCs and Laptops The Unwired campaign was another success in the market, Centrino mobile platform $300 million spent on the campaign helped Intel to generate $2 billion Intel remained one of the most valuable brands in the world, with $32billion brand valuation,2006

Tesco

In 1980s Tesco was not Customer friendly In 1983, began to upgrading its stores and product selection Tesco continued to suffer from reputation as a pile it high and sell it cheap mass market retailer Lagging behind the more up scale market leader Sainsburys Needed to reverse public reputation of it stores Decided to improve the shopping experience and highlight improvements with an image campaign to lift us out of the mold in our particular sector Between 1990 and 1992, Tesco launched 114 separate initiative to improve the quality of the store Adding baby-changing rooms, stocking specialty items such as French free range chicken and valued priced products

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It developed a campaign titled Every Little Helps to communicate improvements As a result, between 1990 and 1995, Tesco attracted 1.3 million new customers Who pushed revenues and market share steadily upward until Tesco surpassed Sainsburys as the market leader in 1995 For long lasting relationship with customers, Tesco introduced Club card 15 months, 8 million issued Also introduced non food items By 2003 nearly 20% revenue came from nonfood items Company was selling CDs more than Virgin Mega stores and its apparel line Cherokee was the fastest growing brand in U.K. In 2006, it was British largest company and the sixth largest retailer in the world

California Milk Processor Board

After 20 years decline in milk consumption among Californians In 1993 milk processors from across the state formed CMPB with one goal in mind, to get people to drink more milk The ad agency commissioned by CMPB developed a novel approach to pitching milk benefits Research had shown people still believe milk was good for them The Got Milk? tagline reminded the consumers to make sure they had milk in their refrigerators Year after launch sales volume increased 1.07% In 1995, Got Milk? campaign was licenced to the national Dairy board

Got Milk?

In 1998 the national fluid milk processor education program which had been using the milk mustache from 1994 to boost sales bought the rights to the Got Milk? Campaign continues to pay strong dividend in California more than 13 years after it launch

Harley - Davidson

Founded in 1903 in Milwaukee, Wisconsin Harley-Davidson has twice narrowly escaped bankruptcy In dire financial straits in the 1980s, Harley desperately licensed its name for ill- advice ventures like cigarettes and wine coolers Although consumers liked the brand, sales were depressed by product quality problems So Harley began it returns by improving manufacturing process It also developed a strong community in the form of an owners club called Harley Owners Group Which sponsors bike rallies, charity rides, and other motorcycle events It has continued to promote its By grassroots marketing efforts Today it is one of most recognized motor vehicle brand

Mountain Dew

Pepsi initially introduced Mountain Dew in 1969 with tagline Yahoo Mountain Dew! Itll tickle your Innards By 1990s, the brand was languishing on store shelves To turn brand around, Mountain Dew updated the packaging and launched ads Featuring a group of anonymous young malesDew Dudes participating in extreme sports such as, bungee jumping, skydiving, and snowboarding while consuming Mountain Dew The brand slogan Do the Dew The brand successful pursuit of young soda drinkers led to Mountain Dew It became the number four selling soft drink in terms of market share 2005

Google-Chrome

Google has started advertising its web browser in the media through television advertisements to promote its web browser named Google Chrome
Against two of its biggest competitors Microsoft Internet Explorer and Mozilla Firefox This gave fire to the already boiling level of competition among the three major web browsers in the Indian market Advertising offline gave advantage to surpass its competitors

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Market Share of Each Company Year 2005 Year 2011 33.7% 32.88% 28.50%

Company

Internet Explorer 67.83% Mozilla Firefox Google Chrome 26.07% 0.6%

Iconic Cancer Campaign Will Literally Melt Your Heart

The subject of skin cancer is never an easy one to cover for marketers trying to raise awareness of the horrible disease A campaign in Madrid has done so brilliantly Rather than using the usual tactic of trying to shock people with graphic images or a shocking campaign They instead used 700 ice sculptures around the city The core message of the campaign was that if you stay out too long in the sun it melts your skin and given that it is so hot in Madrid The sculptures didnt take long to start melting It was clearly a huge logistical challenge

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But it seems to have paid dividends with lots of media coverage and multiple TV channels picking up on it as well The thing about this campaign is that it is so visual that people are never going to be able to forget it Hopefully the next time people are out in the hot Spanish sun they will remember to cover up with sun cream

Cadbury

In 2004 Cadbury in India faced worm-infestation controversy The company turned to the famous Indian film personality Amitabh Bachchan to bail them out Though Cadbury vouched for its decades-old quality and safety standards The message was not getting through to the public Amitabh Bachchan, with his assuring personality, and pan Indian appeal Helped Cadburys Reputation by reinforcing the point that Cadbury had made tangible changes in packaging

Boston Aqua force Promotion

On Jan 31,2007, Boston city officials found electronic signs promoting the cartoon networks late-night cable TV shows Aqua teen hunger show on bridges and other high-profile spots across the city Deeming the devices suspicious, officials closed major highways and waterways and deployed bomb squads The one foot tall sign, which were lit up at night cartoon character making obscene gesture and resembled circuit boards, with batteries and protruding wires Later company admitted placing the devices in 10major cities including Boston as part of an national guerrilla campaign and apologizing

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Company paid one million dollars to the Boston Police department to cover the cost of its investigation And another million dollars in goodwill funding The general manager of cartoon network also stepped down as a result of the incident

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