EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 15, Problem 15.21CC
Summary Introduction
Case summary:
Company A is one of the largest insurance providers in Country A. They created an advertisement slogan ‘you’re in good hands’ to attract the customers. Company A brought Company M (Black metal music band) to retain their lost market share. They started to develop the market campaign.
The aim of the advertisement campaign is convince the customers that insurance for car is must than the price. This advertisement campaign helps Company A to position its brand to gain more competitive edge than its price-oriented competitors.
However this advertisement campaign changed the world of auto insurance advertising. These advertisements were not only effective but they were more creative also. Company A took company M to the next level by creating an own media T account for Company M.
Company A believes that it not much easy is to maintain the market share and market position. From all-out auto insurance advertising war states that how critical it is to maintain one step ahead of the competitors.
To discuss: The ways that Company A measures effectiveness of Company M.
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