Target groups: Men

 

Millennial and Generation X men are researching, shopping and purchasing on the internet more than women. In planning for the recovery marketplace, this brief article discusses how the Internet is a n

Science is now demonstrating that men and women have different genetic brain structures which lead to differences in how they tend to think and behave, including buying and shopping. Yet most marketin

This research tests the effects of gender on attitude and intention to use mobile TV. Gender is frequently identified as a key moderating variable in consumers’ behaviour and in the usage of media. St ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Van Gils was a strong formal menswear brand of the 1980s, but has since fallen into decline. In an effort to reverse this trend, a word of mouth campaign was developed based around the core theme that ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

Over the last 20 years, the number of TV channels in the UK has increased dramatically, particularly since digital television has entered the mainstream. UKTVG2 was one of a large number of what could ...

Johnnie Walker has an almost unparalleled global reach, but - in spite of its title as 'The world's most popular whisky' - had also hit a sales decline, with its market share beginning to fall. The 'K ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

The Nissan Qashqai marked an attempt by the auto manufacturer to revive its declining business and to add some clarity to its weakening brand. The launch campaign for the Qashqai - a combination of a ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

The Southern Nevada Water Authority (SNWA) is a cooperative agency that was formed in 1991 to address the desert region's unique water needs. For years, it has been telling residents to conserve water ...

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

Toyota's 'The Truck That's Changing It All' campaign aimed to establish the redesigned 2007 Toyota Tundra as the pick-up truck of choice among American truckers. It also aimed to give 'True Truckers' ...

Leading up to opening night, ticket sales for the play Cuttin' Up - based around an African-American barbershop - were well below projections. The Alliance Theatre in Atlanta needed a marketing strate ...

This Yankelovich Y*Report on Men: It's a Guy Thing takes a closer look at the many nuances among US male consumers today and explores the ways in which men's attitudes and behaviors have changed in re

This 2008 article discusses methods of marketing to the contemporary US male, in the context of the rise of the "metrosexual", and other, more recently-coined, group definitions such as "ubersexual" a

MINI has traditionally been viewed as a feminine car. One key objective was to add a more masculine feel and tone to the MINI brand. Men aged 26-35 years old were targeted. MINI launched the Clubman,

Volkswagen wanted to launch the Tiguan A-SUV model and take second place, behind Toyota, in the fast-maturing Italian SUV market. This paper outlines a campaign by DDB to launch the Tiguan, drive traf

Heineken developed Beertender in 2004 as the first home-tap system that could provide a fresh cold beer. As sales were in decline, the new objective was to create a platform to regularly communicate w ...

The article discusses a campaign that would primarily anchor an awareness of the Lotto brand among the younger target audience. The campaign aimed to be funny, cautioning people about the dangers of b

The article discusses a Prostate Cancer Research Foundation (PCRF) campaign that would help put both the disease and the PCRF on the national agenda. The idea was to drive as many people as possible t

Tui was a popular regional beer brand in New Zealand, but its owner, DB Breweries, wanted to make it nationally successful. To do so, it needed to compete in a very competitive environment, and build ...

Steinlager was New Zealand's number one premium beer brand, but with a multitude of other European brands entering the market, its position had deteriorated. Research revealed consumer perceptions of ...

Speight's has grown from a regional beer brand to be the largest beer by volume in New Zealand. However, it faced increasingly aggressive competition, and declining relevance among modern, urban drink ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...