Russell Hobbs Communication Strategy

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|[pic] | |IMC Individual Assignment | |IMC 706003 | |Liesl Allen | Contents page Content Page number Russell Hobbs introduction 3 Question one The target market 4 Question two Brand equity 7 Question Three Integrated marketing Communication 9 Question Four The strategy 10 Bibliography 15 Russell Hobbs Elegantly modern, traditionally stylish According to the website,, the Russell Hobbs brand was “founded in 1952 by Bill Russell and Peter Hobbs.” It is also said that “the brand has led the way by introducing products which offer real consumer benefits and technological advancement.” With products such as kettles, toasters, coffee makers, cookware, floor care and irons, the Russell Hobbs brand continues to be synonymous with quality, style and innovation for over 50 years. Russell Hobbs was the first company to use a combination of glass, chrome and wood in an appliance range. With gleaming chrome outlining etched glass, this range offers crisp, clean lines that look good on display in any kitchen. It is said that Russell Hobbs is “known for its innovation, quality and style in the small electrical appliance market.” Their number one objective is in the quest for quality; quality is paramount to the Russell Hobbs brand and the values associated with the brand include, innovation, trend-setting style, visual appeal, as well as aspiration. Their Products Research shows that Russell Hobbs has been expanding and creating depth in its product range for many years. The brand has

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