Word: marketed
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Dates: during 1960-1969
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...fall's strike, spent millions tooling up to produce the Valiant compact and to convert body shops to the new unibody construction. But now sales are climbing, reported Colbert, and all divisions, even high-priced Chrysler Imperial, are operating at a profit. Chrysler's share of the market: 16.1% in March v. 14.4% in January...
Valiant, after starting later and well behind, is beginning to roll; last week's production of 7,000 units edged Chevrolet's Corvair out of third place behind Ford's Falcon and American Motors' Rambler. This fall, announced Colbert, Chrysler will market another compact, the Lancer, as a somewhat larger stablemate for the Valiant. It will have a 30°-inclined, six-cylinder engine turning up 101 h.p., and a price tag just a bit more than the Valiant's factory list price...
...buying the wrong equipment, pushing its debt too high, expanding without careful study, Capital has been in competitive trouble for years and usually looked to CAB for help. The last time was in 1958, when CAB bailed out Capital by giving the line access to the lucrative Florida market, with a run from Buffalo. Cleveland, Pittsburgh, to Jacksonville and beyond. Object of the move: to keep Capital off subsidy for all time. Yet the line could not make the long-haul run pay off. Its year-round traffic estimates were too optimistic: its stations in four Florida cities cost more...
Elgin's troubles began in the mid-'50s, when imported watches began to cut into the sales of its expensive ($35-$150) watches, and a sudden surge in the sales of lower-priced pin-lever (i.e., non-jeweled ) watches captured 45% of the market. At first, Elgin tried to offset its watch losses by diversifying into electronics and abrasives. That failing. President James Shennan called bright, aggressive Sylvester Moorman, 46, to Elgin...
...Competitive Edge. Moorman, former vice president for sales and advertising at Schick, candidly admitted that when it came to watches, "I'm a moron." He set out to learn about watches-and what was wrong with Elgin-by paying $50,000 for market surveys. The surveys showed that Elgin simply was not making what buyers wanted. Men were found to prefer round watches (most of Elgin's were rectangular), to like functional stainless steel water-and shockproof cases (Elgin's were mostly yellow gold), to want sweep second hands (only 15% of Elgin's models...