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Dietz and Watson: Making an 80-Year-Old Brand Young Again
內容大綱
Dietz and Watson (D&W), a family run business that had been operating in Philadelphia for over eighty years, was a key player in the deli meat product market. D&W was concerned about losing market share overall; it was dependent on the aging baby boomer segment and possibly not top of mind for a younger, more progressive demographic. In early 2019, the company's vice-president of brand strategy had to consider various options for investing the brand's resources and offer a credible plan to the chief financial officer. What tactics could the company employ? What were the risks of various marketing strategies, and how could the company mitigate those risks? Could a digital strategy help D&W make inroads with the targeted demographic? If so, what would such a strategy look like?