A manufacturer's view of promotions

Date of publication: June 14, 1978

Author: Mike Fann


In the case that I want to look at today, I plan to show how promotion was used in the successful development of a brand in a highly competitive market, and to describe an approach to measuring the value of a promotion both before implementation and evaluating it after. The example is the launch and development of a new brand in the U.K. Feminine Hygiene market - a market in which until recently Kimberly-Clark had only a relatively small share.

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