Magazine article Marketing

Conqueror Marches into Homes: Arjo Wiggins' Brand Leader Has Reinvented Itself for an Active Sector

Magazine article Marketing

Conqueror Marches into Homes: Arjo Wiggins' Brand Leader Has Reinvented Itself for an Active Sector

Article excerpt

It's not only the computer giants who arc looking for big profits from the growth in home-based PCs. Paper manufacturer Arjo Wiggins aims to feed ins leading Conqueror brand into every home-based printer and copier as part of a strategic marketing rethink driven by design agency Brewer Riddiford

The assault on the largely untapped SoHo (small of office, home office) market comes two years after Brewer Riddiford first won the brief to revitalise a dominant, but moribund, business stationery brand.

By expanding that project, the agency claims, it is helping Conqueror both to raise its brand profile with consumers and grab the competitive advantage in an emerging retail market for office supplies through high street shops and discount warehouses.

Teleworking is on the increase and home ownership of printers reached 2.8 million, or 12.4% of all UK households by the cod of last year, it is claimed.

Buyers of over half of letterhead paper supplies in the UK pick Conqueror, says Brewer Riddiford's managing partner George Riddiford, and it is the dominant business bland worldwide. Until recently, however, that tended to be an unthinking choice and awareness in a wider consumer market was low.

Current business strategies have focused on corporate image and core brand values, says Riddiford, and thus designers have gained more influence over the look of paper communications. Staid and steady Conqueror had to update its look for an increasingly dynamic office marketplace. …

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