Page 16 - BOSS Today Issue 23

Special Report - Notepads

value of the market, and their and improving consumer augmented this with advertising brands must continue to invest
own profitability, forward. engagement in the books and in The Times, Shortlist Magazine with the consumer to ensure
Indeed, Beer claims, while pads category, because better and Esquire Magazine, all that we maintain engagement
overall market volumes might consumer engagement drives supported by an on-pack and category value going
be described as steady, market category value. “ competition offer and a social forward. “
value has been growing for the Beer explains that, this year, media push: “We have now Indeed, Beer is adamant that
last few years, partly because Hamelin has been investing in started our 2014 ‘Upgrade to Hamelin has not yet finished
of the understanding and advertising in Q2 with Black n’ Business Class’ promotion, giving with notebooks and notepads:
opportunities unlocked by this Red, and has a fleet of taxis on consumers the chance to win a “We are currently re-doing the
‘who?’ based approach: “All the the streets of London bearing MacBook Pro every month until research to see if anything has
players in this category have the Black n’ Red brand and has the end of 2014. We believe that changed. For example, is the
benefited from this. There are use of note-taking in digital
more features and benefits format taking share from pen
available on products now, but and paper? We’ll find this out,
these would have been lost to and when we do, we will happily
consumers if it was not for this share it with the industry.”
new segmentation.”
Indeed, Beer is keen to point Going Upmarket
out that the company has been Indeed, Kevin Wharton,
very active in communicating Marketing Manager at Exaclair
directly to consumers: “Hamelin agrees that this market is
are consistently the biggest rediscovering added value: “The
investor in the category, biggest change to this market
because we communicate structure is in the increasing
not only through traditional popularity of premium products,
consumer communications which has been brought about
and catalogues, but also via by a growing consumer trend
mainstream media such as TV, towards using stationery to
magazines and newspapers. portray a stylish and professional
We're committed to driving image.”

16 BOSS TODAY | July/August 2014

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