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| Our Client is a national telecommunications company launching a new product in a highly competitive category. We need to set an ad strategy to build an appropriate campaign. |
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| Situation |
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A restaurant wanted to hold market share in a rapidly growing category, but didn't want to continually discount its products because consumers came to expect discounts and were reluctant to buy if there wasn't a "deal." |
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| Action |
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MR&C conducted inexpensive, fast-turnaround qualitative research that revealed several preemptive features that set the restaurant apart from the competition in a positive way. As a part of the qualitative research, MR&C, along with the Client and Agency, drafted advertising and promotion concepts that were tested in the next groups to determine how best to communicate the preemptive features learned in the research.
The preemptive features became consumer benefits, and the best concepts were turned into advertising and promotion programs to support and demonstrate those benefits to the consumers. |
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| Result |
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The restaurant has continued to build market share, and does not have to resort to the volume of discounting that its rivals are forced to. |
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