Abstract:

The paper starts with an overview of promotions in general, concentrating on the authors' conviction that strong brands should try to devise premium and/or contest promotions which are brand-related. Brand-related promotions maximize the chance of exclusive and positive association with the brand's image. The use of a snecific brand symbol may facilitate this association. After a general background of relevant data on the hutch detergents market, the marketing history of Bio-tex is shortly described. It shows in some detail the interrelation between theme advertising and promotions philosophy. Bio-tex has been using mascots as main identification symbols. Since 1973 however, the main characteristic of Bio-tex promotions has been artistic creativity on the part of the consumer. The paper ends by describing the Bio-tex autumn promotions of 1973,1974, and 1975 in terms of the research that accompanied the development of these promotions. The authors feel that the information of the research done, virtually helped the company to improve the planning and execution of promotions.