In The New York Times Magazine: Ammo branding

TARGET MARKETING
Ammunition seem like a commodity, but even bullets get branded

ATK has been in the consumer-ammunition market for only a few years, but the commercial-products group of its armament-systems division now manages a portfolio of about 20 consumer-ammunition brands. That’s a fair amount of differentiation. Some of the reasons are obvious: the ammunition needs of duck hunters and of pistol-range enthusiasts are quite distinct from each other. But some of ATK’s ammo-brand differentiation sounds more akin to the sort of image making many people associate with, say, energy drinks or deodorants.

Read the column in the November 8, 2009, New York Times Magazine, or here.

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