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EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing  
Product Ref: 07/326C Company: Beyond Interactive, subsidiary of Grey Global Group

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Kineta Hung   Monica Park
In Hong Kong in 2001, a leading eye drop brand's position was threatened. Although it was a top selling brand (from here on referred to as EDB), overall eye drop usage was declining and the entire category was shrinking. Furthermore, customers showed no particular brand preference and price alone determined sales. To better understand the situation, the company surveyed EDB's target customers and discovered that its brand image was outdated and that its core users had aged with the brand. Thus, in order to sustain a long-term customer base, EDB needed to realign with its target audience and reposition the brand. The company hired Beyond Interactive to help them face these challenges. The Beyond team came up with a one-to-one interactive online campaign, EDB and Friends, aimed to achieve three objectives: reposition the brand towards a younger audience, rejuvenate the brand image and establish brand preference. With its games, its likable virtual personality and relevant content, EDB and Friends helped the company achieve its objectives and the award-winning campaign was a commercial success. The case is appropriate for undergraduate students and can be used to introduce and illustrate the following concepts: one-to-one marketing, brand revitalisation and repositioning. The case provides a best-practice example of a creative online marketing campaign.
Functional Area : Marketing

Issues: One-to-one marketing, brand revitalisation, repositioning
Length: Text: 8 pages
Exhibits: 4 pages
Country: Hong Kong SAR

Pub. Year: 2006 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: N/A
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