Marketing

How Saturn went from unique to just another one of the crowd

The Saturn reunions in Spring Hill included concerts by such acts as Hootie and the Blowfish.
JH
By:
Jim Henry
September 14, 2008 05:00 AM
Saturn spending in measured media

2007: $280 million, up 53% from '06

And in select media ...

Network TV: $104 million, up 73.3%

Magazines: $18 million, down 35.7%

Local newspapers: $13 million, up 550%

Network radio: 0 in 2007 and '06

Internet: $22 million, up 144.4%

Source: TNS Media Intelligence

The task facing Saturn marketers today is a tough one: raise awareness and consideration while virtually starting over with a repositioned brand, price point and entirely different products. And hope that your parent doesn't shut you down.

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