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Case Studies » Featured Case Studies » Case Studies » Fujitsu General: Marketing through celebrity sponsorship - Conclusion

Fujitsu General: Marketing through celebrity sponsorship - Conclusion

Conclusion

In a market continuing to experience growth, as well as dealing with the continuing pressure coming from cheaper brands and products from Korea and China, the Fujitsu brand, endorsed by Mark Taylor, is maintaining its dominance as the market leader in air conditioning products. The use of personality endorsement has been a major factor in Fujitsu achieving its success.

 

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Associated with:
Fujitsu
Learning Area(s):
  • Communication | Effective communication models
  • Marketing | Market research methods/analysis
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Promotion strategies and their application
  • Public Relations | PR Tactics and their application
Resources:
From: Edition 7

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