Magazine article Marketing

Vax Plans to Wipe the Floor with Its Three-in-One Campaign

Magazine article Marketing

Vax Plans to Wipe the Floor with Its Three-in-One Campaign

Article excerpt

Vax plans to wipe the floor with its three-in-one campaign

Market leading one-product-company Vax Appliances is to use a two-part 4m [pounds] advertising campaign to move the image of its "three-in-one" vacuum cleaner up-market in preparation for a series of new product launches.

The ten-year-old 100m [pounds] company plans to diversify into other areas of floorcare in the next few months. The ad campaign, through Midlands-based Circuit Advertising, begins this month and continues until the end of May. A second burst will start in September, paving the way for several launches scheduled for 1991.

Despite still claiming to be the number one brand in the total vacuum cleaner market, Vax is facing increasing competition in the "three-in-one" sector it first created with a cleaner which "vacuums, washes and sucks up spills".

Hoover, Goblin, Electrolux and Philips have all bought out their own versions in the past three years, stealing together a 17.4% share of the 99.5m [pounds] market.

"That market is growing (from 46m [pounds] in 1987) and eating away at other areas," says Vax marketing director Karen Heeley. …

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