Marketing Strategy

It occured to me recently while withdrawing some books that business theories may not change that much from decade-to-decade. Examples or case studies could be different, but Chris Fill(1995) relies havilly on Maslow's Hierachy of needs for his list of consumer types : Self Explorers Idependent types - largely unaffected by trends Experimentalists New ideas and products appeal to this group. Influenced by packaging and promotion Conspicuous Consumers Concerned with appearences and image Belongers Trust well known brands Survivors Accept well known brands - but do not trust them Social Resistors Conservative in attitude - tend to resist change Aimless Resent authority - and are sustenance driven Fill, C. (1995) Marketing communications, London : Prentice Hall

A rebrand on our doorstep....

For many years Luton business students did a project on attracting new members to the Leisure Centre in Luton formerly known as Vauxhall Recreation Centre (VRC).

Many other students will have memories of sitting examinations here too.

Vauxhall has recently been renamed Venue 360, with a new (vaguely similar)  logo and the following explanation

Venue 360 represents all-round ( 360 degrees ) activities offered

• Business
• Leisure
• Fitness
• Pleasure

Little else seems to have changed in the facilities offered, but it may take a while to get used to the new name. Many Lutonians still call the shopping centre in town the Arndale rather than the Mall, despite a name-change a few years ago.