Case Studies
Resurrecting Pennzoil
The venerable Pennzoil brand was in decline, losing sales and market share to several competitors, most notably Castrol.
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Pricing EZ Tan
EZ Tan was not generating the traffic or memberships needed to profitably operate its four salons. EZ Tan also lagged behind the industry in monthly automatic draft payment members.
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Restoring The Crown To The King of Beers
Budweiser sales momentum was in reverse. Additionally, the brand was being challenged by Miller High Life with a new, exciting image and a big infusion of cash by its new owner, cigarette king Phillip-Morris. The crown was slipping from the King of Beers.
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"Es Para Usted... Budweiser"
Budweiser's share of the Hispanic market was trailing considerably behind that of Miller High Life. Though none of the major brewers employed a very active marketing effort against the Spanish speaking beer drinker, the Hispanic drinker gravitated to Miller High Life.
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Rx For Columbia Healthcare
A new national player in the healthcare market, Columbia, purchased 35 Houston-area community hospitals. Each had a following in its nearby service area. The Columbia name was a complete unknown, and research showed that the public did not like the idea of a corporate conglomerate taking over their neighborhood hospital.
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Bringing Customers Back To 7-Eleven
7-Eleven had been experiencing in-store traffic-count declines for an extended period of time.
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