Nike set to run with two new product lines

Article Abstract:

Nike Inc. is set to roll out direct marketing campaigns to launch two major product lines in the next several months. Slated to debut in fall 1998 is Engineered for Women Athletes, a line of women's only products; and in spring 1999, Alpha, a product line of apparel and shoes targeting men and women. Nike will utilize its in-house 6-million-name database to promote its women's line. For the Alpha line, Nike uses postcards and product brochures as well as electronic programs. Nike will target 2.4 million names with Engineered for Women Athletes line. The sub-brands will further segment its consumers by gender, price point, activity and lifestyle with the direct marketing strategy.

Marketing procedures, Product introduction, Athletic & Other Footwear, Other Footwear Manufacturing, New Products/Services, Nike Inc., Engineered for Women Athletes, Alpha

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Chesebrough-Ponds tests first infomercials for age cream

Article Abstract:

Chesebrough-Ponds USA, a company based in Greenwich, CT, has launched the first on-air test of an infomercial program that highlights its anti-aging cream called Prevent & Correct. The two-week initial test, which will be rolled out in Atlanta, GA, and Dallas, TX, markets, is aimed at determining whether a nationwide rollout is viable. The program, which was created by The Tyee Group of Portland, OR, a full-agency, is designed to help Chesebrough-Ponds to educate consumers on the uses of the product. Prevent & Correct, which was introduced in 1997, is an alphahydroxy product that features two products with separate pumps and uses.

Toilet Preparation Manufacturing, Promotion, Creams, Lotions & Oils, Skin care products, Chesebrough-Pond's USA Co., Prevent & Correct

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Columbia House seeks to corner DVD market with new movie club

Article Abstract:

Columbia House has rolled out in May 1998 a club that is aimed at DVD owners in its effort to become a major competitor in the DVD industry. Two response print ads targeted at new members have been released by Columbia House in Premiere, Entertainment Weekly and other high-profile publications. To become a member of the new DVD club, a purchase of four extra titles at regular prices is required in a span of two years. According to Columbia House Video executive vice president Brian Wood, there are an estimated 200,000 to 300,000 DVD players used in US homes, with high-income malese as primary DVD owners.

Demographics, Prerecorded Tape, Compact Disc, and Record Stores, Videotape Sales & Rental Stores, Psychographics, Video stores

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