After the capture of Canada Dry taps due in 1966, Grey Advertising gathered a successful advertising campaign that increased sales of ginger ale much. But the share of the market for dry for ginger ale and other products of the mixer has remained the same or decreased over this period. Consumer research study, using a variety of demographic and psychographic and behavioral techniques, commissioning Canada Dry as a prelude to a $ 2 million advertising campaign designed to arrest the trend of the market. Different consumer behavior, research and management issues raised by the study. Grey Advertising now have to develop a strategy based on the results of this study. "Hide
by Scott Ward, Craig E. Cline Source: Harvard Business School 26 pages. Publication Date: Aug 01, 1978. Prod. #: 579012-PDF-ENG
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