ETHNIC PROMOTIONS PAY OFF BIG FOR GILLETTE

CHICAGO -- In-store promotions aimed at ethnic consumers by Gillette Co. have consistently generated a lot more volume, at lower cost, than general-market promotions.Those results suggest some selective approaches to working with retailers, said Shawne Howell, director of Gillette's ethnic marketing department in Boston."Our return on investment [for ethnic in-store promotions] has been 2.5 times

CHICAGO -- In-store promotions aimed at ethnic consumers by Gillette Co. have consistently generated a lot more volume, at lower cost, than general-market promotions.

Those results suggest some selective approaches to working with retailers, said Shawne Howell, director of Gillette's ethnic marketing department in Boston.

"Our return on investment [for ethnic in-store promotions] has been 2.5 times what the return has been for general market programs because ethnic [consumers

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