Marketwise

Kravitz Business is getting more aggressive as it fights for a larger market share.

By
November 1, 2007 07:23
3 minute read.
Kravitz Business 88 224

Kravitz Business 88 224. (photo credit: Courtesy Photo)

WHEN A country has a population between 7 million and 8 million, and a single cellphone company can boast 3 million clients, there's cause for celebration. Festivities of this kind are usually held on a limited scale, namely in a hotel or a park for a certain number of people. But Cellcom has decided to share its market success with almost everyone in the country who is capable of looking up at the sky. Tonight, November 1, Cellcom will launch a starlight fireworks display that will light up the skies of Israel from Kiryat Shmona to Eilat from 45 launching pads around the country including Arab towns and predominantly haredi areas such as Bnei Brak. The fireworks will rise to a height of 200 meters and will be visible over a radius of 15 kilometers. The display will commence at precisely 8:45 p.m. at which time regional radio stations throughout Israel will play the Tislam version of "Stars." The display will last for 4.5 minutes, and enable the bulk of the population to join in the Cellcom festivities. Additional details are available at *515 from a Cellcom phone, of course. B-U-G, ONE of Israel's leading chains of computer and computer accessories stores, has invested $100,000 in a Web site that will enable customers to make direct electronic contract with sales and service staff all the way to the general manager. B-U-G CEO Ofer Moran says B-U-G has made customer service a priority, and the Web site will enable fast and efficient service at minimal inconvenience to the customer with a tremendous saving in time and effort. AMONG THE B-U-G competitors is Kravitz Business. Up until now, Kravitz has been known as an office supply chain, and in fact the slogan on its Web site is "Your whole office with a single click." But now, Kravitz Business is getting more aggressive as it fights for a larger market share. In a $250,000 campaign devised by the Expert Advertising Agency ,which is part of the Bauman Bar Rivnai group, Kravitz Business has come up with a new slogan - "Think Computers - Think Kravitz Business." The purpose of the campaign, according to Eyal Yakar, the deputy CEO of Kravitz Business, is to create awareness that Kravitz Business can supply technological solutions to many problems with quality products at attractive prices. The campaign is being launched in conjunction with the HP laptop. WHILE HER husband is busy chalking up soccer triumphs for Chelsea in England, Tsofit Grant is heading a diverse media campaign for the non-profit organization Enosh, which provides mental health services and various social rehabilitation frameworks that enable the mentally ill to find their place in the community without having to resort to psychiatric hospitalization. The current campaign is for a fund-raising event on November 11, the proceeds from which will be used towards finding jobs for the mentally ill who are capable of working. THERE ARE gimmicks and there are gimmicks - and most gimmicks in advertising and PR are based on word games. That's what Mausner,w the high-end fashion company has conceived in a new campaign to attract a broader-based clientele. During the month of November, Mausner is offering three "business meals" breakfast, lunch or dinner - which, in effect, are three outfits priced at NIS 899, NIS 1,500 and NIS 2,499, respectively. Customers have two or three choices in each of these price groups, knowing in advance what their options may be, just as one knows what one gets by way of specials or business lunches when scanning a restaurant menu. The least expensive option, for instance, is a choice of linen pants, blouse and scarf or pants and two blouses. Shuki and Rivka Mausner believe this new concept in shopping will broaden their customer base because women will know in advance what they're going to spend and how many items they can get for that amount of money. They believe that the campaign will also attract people who might have previously hesitated to enter one of their stores because the merchandise was not sufficiently affordable.


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