Under pressure

Article Abstract:

Both corporate and marketing executives of US firms are under intense pressure to generate profits. The '80's produced huge, misguided corporations that performed poorly. Often marketing executives were forced, without adequate research and planning, to roll out products simply to meet consumers' demands for more and new products. The '90s will be a time for organizational restructuring and refocusing of priorities. The successful companies will be the ones that integrate marketing executives into the decision-making process of top management, the way the Buick Motor Div of General Motors has done.

Management, Cover Story, Corporations, Marketing executives

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Value pricing pushes Seagram's to No. 3

Article Abstract:

Seagram's Gin, produced by Joseph E. Seagram and Sons Inc's House of Seagram, is the third most popular alcoholic beverage in the United States. Seagram's Gin has reached that position by stealing market share from costlier gins and by gaining customers from the ranks of vodka and rum drinkers. The gin has seen its sales increase by nearly 25% from 1987 to 1991, so that it now stands at 4 million cases. The Seagram's firm attributes its marketing success to combining product quality with value pricing.

Wine and distilled beverages, Marketing, Alcoholic beverage industry, Gin, Gin (Liquor), House of Seagram, Seagram's Gin (Alcoholic beverage)

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Coors would like to have a word

Article Abstract:

Adolf Coors Co will launch in the summer of 1992 a new advertising promotion for its beer. The brewer's promotion will feature talking beer cans. These special cans will be filled with a water-type liquid, which cannot be drunk. After the consumer opens one of these special cans, a light-activated device triggers the can's voicer and tells the beer drinker what he or she has won. Coors is the first brewer to use a talking-can promotion.

Malt beverages, Pottery products, not elsewhere classified, Innovations, Advertising, Brewing industry, Breweries, Adolph Coors Co., Beer cans

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