from the rest of Canada. This regional approach was successful as Arctic Powers share of the overall Canadian market increased to 6.4% in 1985, capturing 18% of Quebec, 6% of the Maritime markets while dropping to less than 2% elsewhere in Canada.1986-87: THE WESTERN CAMPAIGNWith the success Arctic Power had in their regional strategy, Arctic Power launched a campaign to increase their market share in the provinces of British Columbia and Alberta. Their 1986 campaigns objectives were to maintain modest overall volume growth in Quebec and the Maritimes while developing the B.C and Alberta markets.The short-term objective was to sustain unit growth while building cold water washing dominance. The long-term objective was to become the number three brand of detergent with a 12% market share and deliver an 18% contribution margin. Arctic Powers marketing strategy was to target women between ages 18-49, skewed towards the 25-34 age segment. This was to be accomplished through advertising in the media, consumer promotions, and trade promotions.The media strategy objective was to achieve high levels of message registration through high message continuity and frequency. The objective of the consumer promotions campaign is to increase the rate of usage in Quebec and the Maritimes by increasing purchase frequency. The objective in British Columbia and Alberta is to increase the rate of trial. The copy strategy in Quebec/Maritimes was to convince consumers Arctic Power is the superior detergent for cold water washing. The benefit is when consumers are washing in cold water, Arctic Power will clean clothes and remove stains more effectively.The copy strategy in B.C./Alberta was to convince consumers cold water washing is better than hot. The benefits from cold water washing are it reduces shrinkage, color run, and, energy costs.The objective of the trade promotions is to maintain regular and feature pricing equal to Tide (the #1 detergent by far in...
