Seagram revamp will delayer and centralize marketing
Article Abstract:
Liquor giant Seagram Company Ltd of Montreal, Quebec, has launched a new centralized marketing strategy that will make the company more focused on consumers. One of its first move was the restructuring of its Spirits and Wine Group in which a single senior management team based in New York will oversee the group's profit and volume targets. The management team will be supported by four global brand groups consisting of the Chivas Regal Group, the Martell Group, the Crown Royal Group and the Captain Morgan Group.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Building a reputation
Article Abstract:
Corporate naming of prominent buildings, typically entertainment venues, could yield incalculable benefits to the corporate sponsor. Putting a name and logo on a well-known edifice is one effective way of creating awareness of the company or brand. Some corporate sponsors see their sponsorship not only as a marketing tactic, but also a way to invest in the community. Sponsorships, however, do not come cheap, typically running into millions of dollars annually.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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CC recruits male sports fans
Article Abstract:
Corby Distilleries Ltd of Toronto, Canada, is trying to attract young male sports fans with the launch of a TV advertising campaign for its Canadian Club rye whisky brand. Toronto's Harrod and Mirlin/FCB created a 10-second TV commercial revolving around a hockey theme. The spot, which started running in the middle of Apr 1999, is supported by print ads placed in the sports sections of daily newspapers.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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