Laithwaites is the UK's leading independent wine merchant. Historically, Laithwaites recruited new customers via traditional channels such as
direct mail, inserts and press advertising.
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Laithwaites wanted to build market penetration and a new customer database. It was also keen to experiment with new marketing methods, and
to differentiate itself through its choice of media. In combination these aims required multiple techniques in order to grow the Laithwaites' brand,
whilst simultaneously providing response mechanisms and sales outlets.
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