Destiny Health, a U.S. subsidiary of South Africa-based Discovery Holdings, has opted to participate in a marketing coalition with AEGON Direct Marketing Services, Inc. According to the contract, Destiny will use AEGON-DMS distribution channels to market its wellness-based healthcare plan. Stonebridge Life Insurance Company, an AEGON company, will underwrite the product. The agreement will be effective immediately but is not expected to yield profits right away. Primarily focusing on Wisconsin, Colorado, Michigan, and Illinois, Destiny will consider rapidly expanding into many states.
Green-marketing initiative launched by Enterprise
Clayton-based Enterprise Rent-A-Car, the biggest car-rental company in the U.S., has launched a new marketing strategy emphasizing the fact that it has the highest number of fuel-efficient vehicles of any car-rental company in the world. Enterprise owns 334,000 vehicles averaging 28 miles per gallon, including 199,000 averaging 32 miles per gallon. Patrick Farrell, vice president of corporate communications, stated that for the past 18 months, the company has been accumulating data and planning the launch of the campaign. Enterprise also works with the Environmental Protection Agency and the Energy Department to influence individual gas station owners to increase their supplies of E-85 fuel. E-85 fuel is a mixture of 85% ethanol and 15% gasoline.
Sprite to implement new marketing tool
Sprite has developed a new marketing tool to be launched in the U.S. market later this month. Aimed at teenagers, Sprite Yard, a mobile social network, will allow its users to chat, send messages, and download, upload, and share content using their cell phones. The mode of entry into Sprite Yard will be single-serving bottles of Sprite. The user will transmit a short code from the inside of the bottle cap, which will prompt a text message with a URL that sends the user's mobile phone browser to a sign-up page. Users will be able to modify their online identities and other details, just as they would with any other online social network. Codes for free downloads like ring tones, pictures, and other exclusive content, including "visitones" and "mobisodes" will also be available in Sprite bottles.
Melchiorre appointed VP of sales and marketing for J & J Snack Foods
J & J Snack Foods Corporation has appointed Vincent A. Melchiorre executive vice president of sales and marketing. Melchiorre will report directly to president and CEO Gerald B. Shreiber. He replaces Michael Karaban, who earlier discussed his plans to retire in October. Praising Melchiorre, Shreiber said, "Vince has a proven record for winning in the marketplace." He added that Melchiorre "has demonstrated leadership and the ability to grow brands and businesses." Prior to joining J & J, Melchiorre was a senior vice president at Weston Foods USA and managed the company's $1.2 billion bread and roll division.