- 28A Wrinkled and Strange-Looking Product
- 23A Harmonious Image Was Created Through the Name, Package, and Display
- 16The Research Resulted in a Series of Ambitious Objectives
- 15Distribution Would Require Extreme Retailer Convenience
- 14Consumers Liked the Idea of a Major Food and Drug Brand
- 13A Market Without a Major Brand
- 12L’eggs Began with a Series of Exploratory Research Projects
- 11Consumer and Retailer Convenience Is Critical
- 10Wrap Your Marketing Strategy Around Benefits Your Customers Want
- 09No Competitive Reactions to Long-Life Strategy Expected
- 08Detailed Financial Projections Were Prepared for Management Approval
- 07All Philips Long-Life Lightbulbs Were Guaranteed
- 06Individual In-Store Merchandising Done for Retailers
- 05Philips Halogena Light Bulbs Tied Into Times Square Publicity
- 04The Advertising Message Was ‘‘Light Bulbs That Last’’
- 03Premium Prices Resulted in Substantial Hidden Savings for Consumers
- 02Sales and Distribution Strategy Was Based on Heavy Trade Involvement
- 01A Local Production Strategy Was Implemented to Ensure High Quality