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Our Community Works, Inc.
Toll Free: 877.832.4216
PO Box 5520
Trenton, NJ 08638-0520
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How to Double Market Share with No Advertising Arm & Hammer Washing Soda Situation: ARM & HAMMER Super Washing Soda—#2 product in a mature and declining category (laundry additives), being harvested so almost all marketing dollars were directed at retailer support in order to maintain distribution. No funds available for advertising. Key competitive product had a 40% share of market; it was owned by a much larger competitor who supported their product with heavy advertising and consumer sales promotion.
Solution: Key Environmental NGOs alerted A&H executives to their desire to see the brand leader displaced because of its (alleged) less desirable environmental profile. Bryan Thomlison, C&D Marketing Director at that time, organized a multi-dimensional, multi-stakeholder promotional partnership focusing resources on non-paid media and in-store displays.
Outcome: Key retailers and 100’s of NGOs, individual influentials and government agencies pushed AHSWS’s message. Within 18 months, AHSWS doubled its share of market to 40% without 1 cent spent on advertising. The market leader fell to a 25% s.o.m. despite attempts to stop the hemorrhaging with heavy-up advertising and couponing.
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