Admiral's One Shot Television Punch

Admiral, now a division of Magic Chef, has regained its former prominence in the marketplace. A new sales and marketing plan is the cornerstone of Admiral's success. The plan calls for the introduction of one new life-sytle based appliance every year. The company also decided to make appliances more interesting. The advertising campaign positioned it towards the gourmet cook and the home entertainer. All of Admiral's advertising was placed behind this one product. This strategy resulted in an increased share of the market. The introduction of a second product, A La Mode, a refrigerator that makes frozen desserts and drinks, was also highly successful. The decision to put a large percentage of the media budget into a two week television blitz achieved maximum trade and consumer awareness very quickly. Admiral is now a very profitable producer for Magic Chef.