After the takeover of Canada Dry Mixer Account 1966 Grey Advertising mounted a successful campaign, ginger ale sales increased significantly. But market share for Canada Dry Ginger Ale and its other mixed products remained the same or decreased during this period. A study of consumer psychographics and various demographic and mental techniques is designed by Canada Dry as a prelude to a $ 2 million advertising campaign, commissioned to arrest the market share trend. Vari … Read more »

After the takeover of Canada Dry Mixer Account 1966 Grey Advertising mounted a successful campaign, ginger ale sales increased significantly. But market share for Canada Dry Ginger Ale and its other mixed products remained the same or decreased during this period. A study of consumer psychographics and various demographic and mental techniques is designed by Canada Dry as a prelude to a $ 2 million advertising campaign, commissioned to arrest the market share trend. Various consumer behavior, research, and issues of corporate governance are from the study. Grey Advertising now need to develop a strategy, the results of this study.
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Scott Ward,
Craig E. Cline
Source: Harvard Business School
26 pages.
Release date: 01 August 1978. Prod #: 579012-PDF-ENG
Grey Advertising / Canada Dry account HBR case solution