A matter of taste
Article Abstract:
SoyaWorld launched So Good in Jan 1998 as the first fresh soya-milk with a taste that consumers found agreeable. The company packaged So Good in a gable carton and was sold right next to dairy milk in supermarkets across Canada. SoyaWorld combined national distribution with a C$2.5 million marketing strategy to build awareness and excitement for the brand. Moreover, So Good's public relations campaign used health professionals to make endorsements, resulting in maximum media exposure for the brand.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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A portable war
Article Abstract:
Sony Corp and Panasonic are engaged in a battle for supremacy in the portable CD player category. They have both introduced TV advertising campaigns in spring 2000. Sony has launched a new feature of its CD Walkman called g-protection which is claimed to have eliminated the skipping problem of earlier models and to compete better with Panasonic's Shockwave. Panasonic's campaign centers on a new AM/FM tuner that is included in the product.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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