Search Results

Title: Avon and the Industry [1965-1966]
Date(s): 1966
Contributor(s): Avon Products, Inc. (author)
Description: Avon market research report
Hagley ID: MarketReport_20101129_1966
Collection: Avon Products

Title: Avon - Advertising strategy development study [1974]
Date(s): 1974
Contributor(s): Avon Products, Inc. (author), Ogilvy & Mather (author)
Hagley ID: MarketReport_20101130_1974
Collection: Avon Products

Title: First half of summary of study on women's full length hosiery
Date(s): 1957-05-09
Contributor(s): E.I. du Pont de Nemours & Company. Public Relations Department (associated name), E.I. du Pont de Nemours & Company. Textile Fibers Department (originator)
Description: Handwritten text at the top of the first page notes that the work is"a summary of the first half of [a] consumer study on women's full length hosiery - written by Radelbaugh and Freeman for Wall St. Journal" and that it was "sent to Bob Gardner in N.Y. offers for delivery to pub."
Collection ID: DuPont Textile Fibers Product Information photographs (Accession 1984.259)
Hagley ID: 1984259_121912_031
Collection: Dupont Textile Fibers Product Information collection

Title: Interview with Gary Johnston, 2018 June 26 and June 27
Date(s): 2018-06-26/2018-06-27, 2018-06-26, 2018-06-27
Contributor(s): Johnston, Gary (interviewee), Plasky, Joseph G. (interviewer)
Description: In his interview, Gary Johnston provides insight into corporate marketing, particularly focusing on his role in the DuPont STAINMASTER advertising campaign.

In the interview, Johnston describes DuPont's business approach at the time he was assigned as a consultant in the carpet fibers division of the Textile Fibers Department with the objective of improving the earnings of the division. He gives his opinion as to why the division was not producing satisfactory earnings, and he details how, by...
Show moreIn his interview, Gary Johnston provides insight into corporate marketing, particularly focusing on his role in the DuPont STAINMASTER advertising campaign.

In the interview, Johnston describes DuPont's business approach at the time he was assigned as a consultant in the carpet fibers division of the Textile Fibers Department with the objective of improving the earnings of the division. He gives his opinion as to why the division was not producing satisfactory earnings, and he details how, by analyzing the carpet fiber market, he concluded DuPont was not marketing correctly to get a reasonable share of the branded fiber market.

Johnston devotes significant time in his interview to the development, introduction, and marketing of STAINMASTER carpet. He details that a critical component to the advertising campaign was to demonstrate the product's performance in a very simple way at the retail level. To achieve this, he and his colleagues developed the "swizzle stick" demonstration, which involved dipping a stick covered in STAINMASTER carpet and one covered with a competitor's carpet into red fruit juice. The sticks were then used to stir clear water, and the stain would subsequently disappear from the DuPont product but not the other sample. The demonstration proved highly successful for the company. He also discusses the taping of the first national TV commercial for STAINMASTER carpet, which aired October 16, 1986.

He then relates the origin and operation of the "DuPont STAINMASTER Flooring Centers," which began in 1995 as part of the second phase of carpet retailing after the 1986 introduction of STAINMASTER carpet. In this phase, consumer communication shifted slightly to refocus on the retail floor. He also discusses some of the other major contributers to the STAINMASTER launch on the DuPont team.
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Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180626_Johnston
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Jim Culley, 2018 April 25
Date(s): 2018-04-25
Contributor(s): Culley, Jim, 1944- (interviewee), Plasky, Joseph G. (interviewer)
Description: In his oral history, Jim Culley traces his career through college, the Army and graduate school to teaching to working for DuPont to his final 20 years working for a DuPont medical products technology spin-off. Culley stresses the importance of DuPont STAINMASTER as a marketing success story and the importance of looking at marketing as a career and not just a stop for managers moving up the corporate hierarchy.
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180425_Culley
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, Part 1 of 5
Date(s): 2018-01-18
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180118_McAndrews_Part1
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Linda Kearns, 2018 June 28
Date(s): 2018-06-28
Contributor(s): Kearns, Linda W. (interviewee), Plasky, Joseph G. (interviewer)
Description: In her interview, Linda Kearns focuses on her role with Lycra marketing with DuPont, providing insight into the brand's development and market research.
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180628_Kearns
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Bruce Koepcke, 2018 May 31 and June 6
Date(s): [2018-05-31, 2018-06-06], 2018-05-31, 2018-06-06
Contributor(s): Koepcke, Bruce (interviewee), Plasky, Joseph G. (interviewer)
Description: At the beginning of his interview, Bruce Koepcke notes his talent for singing and mentions his involvement with many singing groups over the course of his career. He then describes his early life and military service, mentioning the leadership skills he gained during his time in the military. The interview then transitions to his career with DuPont.

When describing his move to marketing in the 1970s, Koepcke notes that marketing strategy at the time prioritized sales volume over profits. He...
Show moreAt the beginning of his interview, Bruce Koepcke notes his talent for singing and mentions his involvement with many singing groups over the course of his career. He then describes his early life and military service, mentioning the leadership skills he gained during his time in the military. The interview then transitions to his career with DuPont.

When describing his move to marketing in the 1970s, Koepcke notes that marketing strategy at the time prioritized sales volume over profits. He describes in detail his involvement with the development of STAINMASTER and its marketing program in the 1980s. He identifies Jim Culley as a key player in this process.

Koepcke describes how in 1986, a massive marketing campaign was developed and executed around STAINMASTER. He notes that, Tom McAndrews, flooring systems director, fully supported the marketing program. This program was larger than Textile Fibers had ever attempted in terms of money invested, national scope, and swiftness of execution. Koepcke argues that concerns over how the program was being communicated to company directors lead to a partial collapse of the program. He notes that McAndrews left DuPont in 1989 and Koepcke himself left in 1990.
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Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180531_Koepcke
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, Part 2 of 5
Date(s): 2018-01-30
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180118_McAndrews_Part2
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Robert "Bob" Axtell, 2018 April 19
Date(s): 2018-04-19
Contributor(s): Axtell, Robert (interviewee), Plasky, Joseph G. (interviewer)
Description: In his interview, Axtell describes DuPont's approach to marketing Qiana in the late 1960s and his involvement with the project. He details the ways in which the sales management group, the end-use group, and the retail group, all within the marketing division of Textile Fibers, coordinated their efforts to build a market for Quiana. He attributes the product's eventual demise, however, to DuPont's failure to find a way to prevent the product from puckering during sewing.

Axtell then describes...
Show moreIn his interview, Axtell describes DuPont's approach to marketing Qiana in the late 1960s and his involvement with the project. He details the ways in which the sales management group, the end-use group, and the retail group, all within the marketing division of Textile Fibers, coordinated their efforts to build a market for Quiana. He attributes the product's eventual demise, however, to DuPont's failure to find a way to prevent the product from puckering during sewing.

Axtell then describes his role in the market research team that was formed to address DuPont's carpet business. He mentions that his previous experience in fashion marketing served him well in this new role. He then discusses his assignments post-STAINMASTER, which included managing the global business for Tyvek and industrial nylon. He details his later return to residential carpet. He states that while he and his team were able to regain some ground in the business, carpet mills had essentially retaken the market.

Towards the end of his interview, Axtell discusses general marketing concepts and the environment of mentoring he experienced during his career with DuPont.
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Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180419_Axtell
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, Part 3 of 5
Date(s): 2018-02-02
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180118_McAndrews_Part3
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, Part 4 of 5
Date(s): 2018-02-19
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180118_McAndrews_Part4
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, Part 5 of 5
Date(s): 2018-02-24
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180118_McAndrews_Part5
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, unedited transcript
Date(s): 2018-06-13
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180613_McAndrews_transcript_unedited
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Thomas "Tom" McAndrews, 2018 January and February, edited transcript
Date(s): 2018-07-12
Contributor(s): McAndrews, Thomas P. (interviewee), Plasky, Joseph G. (interviewer)
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180712_McAndrews_transcript_edited
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Interview with Jim Culley, 2018 April 25, edited transcript
Date(s): 2019-03-08
Contributor(s): Culley, Jim, 1944- (interviewee), Plasky, Joseph G. (interviewer)
Description: In his oral history, Jim Culley traces his career through college, the Army and graduate school to teaching to working for DuPont to his final 20 years working for a DuPont medical products technology spin-off. Culley stresses the importance of DuPont STAINMASTER as a marketing success story and the importance of looking at marketing as a career and not just a stop for managers moving up the corporate hierarchy.
Collection ID: Oral history interviews with former employees of DuPont Company's Textile Fibers Department (Accession 2010.215)
Hagley ID: 2010215_20180425_Culley_transcript_edited
Collection: Oral history interviews with former employees of DuPont Company's Textile Fibers Department

Title: Cookie Gun, Market Research Focus Group
Date(s): 1975-07-18
Description: Columbus.
Collection ID: Marshall B. Johnson research collection of industrial design and housewares (Accession 2268)
Hagley ID: AUD_2268_B01_ID05
Collection: Marshall B. Johnson research collection of industrial design and housewares

Title: Wear-ever Heavy Gauge Aluminum Market Research Panels (Panel 2, Side 2)
Date(s): 1972-01-31
Contributor(s): Aluminum Company of America (originator), Wear-Ever Aluminum, inc. (originator)
Collection ID: Marshall B. Johnson research collection of industrial design and housewares (Accession 2268)
Hagley ID: AUD_2268_B01_ID03_part2
Collection: Marshall B. Johnson research collection of industrial design and housewares

Title: Wear-ever Heavy Gauge Aluminum Market Research Focus Group (Panel 1)
Date(s): 1972-01-31
Contributor(s): Aluminum Company of America (originator), Wear-Ever Aluminum, inc. (originator)
Collection ID: Marshall B. Johnson research collection of industrial design and housewares (Accession 2268)
Hagley ID: AUD_2268_B01_ID02
Collection: Marshall B. Johnson research collection of industrial design and housewares

Title: Wear-ever Heavy Gauge Aluminum Market Research Panels (Panel 2, Side 1)
Date(s): 1972-01-31
Contributor(s): Aluminum Company of America (originator), Wear-Ever Aluminum, inc. (originator)
Collection ID: Marshall B. Johnson research collection of industrial design and housewares (Accession 2268)
Hagley ID: AUD_2268_B01_ID03_part1
Collection: Marshall B. Johnson research collection of industrial design and housewares

Title: Wear-ever Heavy Gauge Aluminum Market Research Panels (Panel 4)
Date(s): 1972-01-31
Contributor(s): Aluminum Company of America (originator), Wear-Ever Aluminum, inc. (originator)
Collection ID: Marshall B. Johnson research collection of industrial design and housewares (Accession 2268)
Hagley ID: AUD_2268_B01_ID04
Collection: Marshall B. Johnson research collection of industrial design and housewares

Title: Understanding Markets: Information, Institutions, and History
Date(s): 2009
Creator: Hagley Museum and Library
Description: Conference sponsored by the Center for the History of Business, Technology and Society
Collection ID: Hagley Publications Archive
Hagley ID: 2009-135-PRESS-dichter
Collection: Hagley Museum and Library publications archive

Title: MCI Media Recommendation
Date(s): 1982-09-29
Contributor(s): MCI Communications Corporation (former owner), Ally & Gargano, Inc. (originator)
Collection ID: MCI Communications Corporation records (Accession 2225)
Hagley ID: MS2225_000950
Collection: MCI Communications Corporation

Title: MCI User, Prime Prospect Focus Groups
Date(s): 1982-01
Contributor(s): MCI Communications Corporation (former owner), Ally & Gargano, Inc. (originator)
Collection ID: MCI Communications Corporation records (Accession 2225)
Hagley ID: MS2225_001007
Collection: MCI Communications Corporation

Title: Tom Wynne to Tim Cronin, Focus Group Chicago
Date(s): 1982-02-22
Contributor(s): MCI Communications Corporation (former owner), Wynne, Thomas J. (correspondent)
Collection ID: MCI Communications Corporation records (Accession 2225)
Hagley ID: MS2225_001005
Collection: MCI Communications Corporation

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