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The following study confirms that after a coupon-induced purchase, the couponed brand can expect to benefit from a significant level of follow-up, non-coupon purchases.
New case-study background
Brand A is a cleaning product in a large category with very high household penetration. A typical household buys this product several times a year. Brand A had been available in the market for nearly two years and had achieved a significant, fourth-place market share. Research, however, also showed that trial levels for this brand among regular users of the number-one brand (Brand B) were very disappointing.
Brand A decided to target heavy and medium users of the market leader, providing that these users hadn't bought Brand A in the past year. To reach these users of market-leading Brand B, the marketer used Target Dimensions' addressed, selective co-operative mail system.
This system allows all participating marketers to change their mailings to individual households, based on marketing requirements and each house hold's individual brand or category-use profile. The targeting information to drive this study...