Marketing for Christmas: an opportunity awaits

Abstract

So far as the writer knows the product described in this case has yet to reach the national market—if it has done so, it certainly has not captured the imagination of the masses necessary for its success. Readers might like—perhaps profitably—to consider the merits and demerits of the product described and its marketing. Perhaps the most venturesome may be able to contribute a story of success (we hope!), or failure to these columns. As every reader knows, practically anything can be a Christmas “sell”. One can dress the most ordinary product in the gaudy tinsel or special Christmas pack, and even the prosaic filing cabinet is “the perfect Christmas gift” if your husband or wife happens to be secretary to the local village or town group. However, the case discussed here is about a product which could be the centrepiece of Christmas evenings—the Christmas cake; and yet this much admired and marketed product has not, as yet, received as much attention as might have been thought likely. After all, perhaps 10 m. or more cakes are made and sold each Christmas in the UK alone, and then there are export possibilities! But on with the case …

Citation

WHEELER, G.E. (1968), "Marketing for Christmas: an opportunity awaits", Management Decision, Vol. 2 No. 4, pp. 231-232. https://doi.org/10.1108/eb000867