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Maclaren Prams: Advertising that helped justify a premium price
Maclaren Prams: Advertising that helped justify a premium price
Maclaren Prams: Advertising that helped justify a premium price
Using TV and parent magazines as well as PR and sales promotion expectant new mums were targeted to a new improved pram product. Product benefits had to be stressed to justify the premium price. Sales increased 35%, with notable switching in the market to the new product. Increase in awareness and image