Slazenger: How Slazenger Knocked Other cricket Bat Manufacturers for Six

Slazenger wanted to become brand leader in the cricket market. Defying the traditional cricketing image Slazenger positioned itself as tough and aggressive in order to appeal to their teenage target audience. With dramatic executions Slazenger were the first to advertise their player endorsee as they were batting. By the end of 1998 Slazenger achieved brand leadership and sales increased by 19%