Question: Mini-Case- In this case you are asked to assume the role of the advertiser controller at Adams. You will be considering the selection of an advertising agency and the development of an advertising campaign to support the launch of the Admas retail chain in the Spain. Mini-Case Adam's Children Wear Adams retail chain offers garments for 0–8-year-old children. Positioned as a value-for-money brand, Adams clothes are generally purchased as traditional everyday wear.Research indicates that purchasers perceive that their children will be wearing clothing which, unlike that of competitors, is not frequently seen on other children. Reflecting this positioning the Adams’ brand identity features bold colours and an apple logo. Adams has successfully increased its share of the UK market for 0–8-year-olds children’s wear from 2% in 1987 to a position of market leadership today. Potential for further growth within the UK market appears to be limited, and the company feel that expansion within Europe would provide significant potential. The Spanish market was selected as a particular appropriate area for expansion. Traditionally Adams’ outlets had been located within ‘convenience’ shopping centres outside large towns in the UK. In Spain three prime locations have been identified for children’s wear shopping: the city shopping centre; shopping leisure centres; and hypermarkets.
Question: Mini-Case- In this case you are asked to assume the role of the advertiser controller at Adams. You will be considering the selection of an advertising agency and the development of an advertising campaign to support the launch of the Admas retail chain in the Spain.
Mini-Case Adam's Children Wear Adams retail chain offers garments for 0–8-year-old children. Positioned as a value-for-money brand, Adams clothes are generally purchased as traditional everyday wear.
Research indicates that purchasers perceive that their children will be wearing clothing which, unlike that of competitors, is not frequently seen on other children. Reflecting this positioning the Adams’ brand identity features bold colours and an apple logo.
Adams has successfully increased its share of the UK market for 0–8-year-olds children’s wear from 2% in 1987 to a position of market leadership today. Potential for further growth within the UK market appears to be limited, and the company feel that expansion within Europe would provide significant potential. The Spanish market was selected as a particular appropriate area for expansion.
Traditionally Adams’ outlets had been located within ‘convenience’ shopping centres outside large towns in the UK. In Spain three prime locations have been identified for children’s wear shopping: the city shopping centre; shopping leisure centres; and hypermarkets.
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