NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Saving Tips 2

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Published:Feb. 21, 2005
Market:Spain
Language:Spanish
Style: Minimalism
descriptioncnen
How do you convince people that a brand that is three times more expensive than its rivals is better value? Fairy Concentrated Liquid was the first such product to be launched in Iberia and had a leading 40% value share position in the market. Yet, dominance was under threat from cheaper, dilute alternatives. While Fairy had shown worrisome business trends and losses in terms of household penetration (-2% from 2002 to 2004), private label had gained six share points. Fairy’s position was further damaged from a static market and aggressive on-shelf promotional activity by competitors. Also, the brand premium made the brand feel increasingly distant from people’s daily lives which meant additional credibility barriers to overcome. Fairy’s challenge was thus to attract value conscious consumers by making its enormous price premium seem like good value.
credit
Brand:
Agency:
awards
EACA Euro Effies 2007
Bronze
FMCG
Latest Updated
Loading...
Sponsor