'Clean Sweep' conquers exercise video market

'Clean Sweep' conquers exercise video market

In a no-growth category, adding share is key to a company's success. The exercise-video market is a case in point. Parade Video gained ground throughout 1996 as industry leader Warnervision lost its grip on the market. In the year's final quarter, Parade's fitness-video sales went fro...

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Veröffentlicht in:Marketing news 1997-07, Vol.31 (15), p.2
1. Verfasser: Murphy, Ian P
Format: Artikel
Sprache:eng
Schlagworte:
Aerobics
Business conditions
Exercise
Market shares
Market strategy
Parades
Physical fitness
Pilates
Trends
Video industry
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Beschreibung
Zusammenfassung:In a no-growth category, adding share is key to a company's success. The exercise-video market is a case in point. Parade Video gained ground throughout 1996 as industry leader Warnervision lost its grip on the market. In the year's final quarter, Parade's fitness-video sales went from 16.6% of the market to 19.9%, while Warner's slipped from more than 36% to 22%. Operation Clean Sweep, a program used by Parade Video parent Peter Pan Industries to gain a competitive advantage, is discussed.
ISSN:0025-3790