Yellow Pages

I. SUMMARY OF THE CASE

II. MAIN PROBLEM

Yellow pages fails to communicate with female market. Actually, women are the light users of the brand Females don’t clearly understand the message that the yellow pages want to present. Yellow pages don’t achieve the brand loyalty of women. Females unable to feel the brand experience. They also don’t recognize the value of the product.

III. SUB PROBLEM

IV. TIME FRAME/ TIMELINE

1908

Founded with the publication of the first telephone directory in Canada, operated as a division of Bell Canada.

1971

Incorporated as Tele-Direct (Publications) Inc.

1974

Yellow pages has been part of Australian life. Many consumers would consider these directories to be a commodity item. A regular used but taken for granted way of seeking a supplier.

1980

Expansion into international markets (Hong Kong, Bahrain, Egypt, Jordan, the United Arab Emirates, the West Indies, the Cayman Islands and the U.S).

1990

Research conducted for Yellow pages showed that females were less likely than males to use the product. In particular, only 40% of the heavy users, used at least once a week were female, while women comprised 60% of the light users.

1995

Pacific access, the company that manages the directories, decided to find ways of increasingly usage among females. Using the Roy Morgan Values Segments, market research identified three groups where there was potential growth in the female market. These were the Young Optimism, Something better and Socially Aware segments.

Mid 1995

The campaign using the ads started. It can be seen that most of the communication comes through the evocative visuals, not only in the body copy which is sparse but well-targeted. The Yellow Pages logo was present in each ad, but only in the Young Optimism ad were the directories themselves shown.

1996

Pacific access commissioned Roy Morgan Research to conduct a study into reactions by women in the three Values Segments to...