Hoover sweeps bungled promotion under the rug

Article Abstract:

Hoover Europe recently settled suits filed by consumers in connection with its 1992-1993 sales promotion, which promised customers in Ireland and the UK two expense-paid trips abroad for every appliance purchase worth as low as 100 pounds sterling or approximately $165. The company, however, was not prepared to honor the promise and tried to stop customers who bought their products from pursuing claims. Maytag Corp., former parent of Hoover Europe, was later forced to give in to demands of consumers who insisted to go on with their case, costing the company $72 million.

United Kingdom, Legal issues & crime, Ireland, Company Planning/Goals, Household Appliances, Household Appliance Manufacturing, Corporate Images, Consumer Attitudes, Promotion, Marketing/Advertising Theory, Appliances, Hoover Group Inc.

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Blast from the past

Article Abstract:

Marketers are finding that retro products attract the attention of people from different generations. For instance, Dr. Pepper/Seven Up Inc. came out with a '70s "Stayin' Alive" point-of-sale program that targeted customers belonging to the 18-24 age-bracket. Aside from the 1970s hit song "Stayin' Alive," the summer point-of-sale and under-the-cap promotion also featured prizes such as retro sunglasses, '70s party packs, 70's audio music cassette tapes, "I'm a Pepper" T-shirts and Chevrolet Camaro coupes.

United States, Marketing procedures, Planning of Marketing, Point-of-Purchase Displays, Business planning, Market strategy

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