Since HUGGIES® launched the diaper in Korea in 1983, it has dominated market leadership through continuous innovation and best product performance. Magic Pants' goal was to create a pants-type di ...

PX Mart is a formerly state-owned supermarket chain set-up for Taiwan's civil servants, which has steadfastly remained a simple, no-frills supermarket. Not even the influx of several large, highly com ...

Hai Pa Wang (HPW), founded in 1975, is one of the largest seafood chain restaurants in Taiwan. People viewed HPW as a restaurant where they host formal occasions. Limited by this position, consumers d ...

Panadol Hot Remedy, a soluble powdered cold medication that is drunk hot, was experiencing a sales slump. Despite the launch of a new TVC, it was not recruiting the new users the brand needed to arres ...

In 2006, CP Foods successfully launched shrimp wonton – a product associated with freshness and painstaking preparation into the frozen convenience foods category in Singapore. The objectives against ...

Three important factors were identified as contributing to the Thai Life Insurance campaign: "Social Architect", "Stem Cells" and "Nam-Jai" (literally translated as " ...

Parkson is a successful department store chain with branches in Malaysia and China. When it entered Ho Chi Minh City in 2005 however, the retail market was extremely undeveloped. The idea of a departm ...

For nearly 5 years, The Economist had not invested in brand advertising and in these 5 years Asia had undergone staggering changes, which the publication had not kept up with. Research in Hong Kong sh ...

In a techno-savvy world, The Economist's challenge was to present itself as the most relevant source of answers and at the same time use innovative technology to get subscriptions. This was addressed ...

Nike has for the past three years successfully staged a mini 5K marathon. It has consistently brought in running aficionados but not entry-level fitness runners who are rather intimidated by the notio ...

Managers' attitudes to ads and ad men form the subject of this speech by Leo Burnett, to a 1948 meeting of the 4A's Central Council, held in Chicago. Referring to contemporary research, Burnett points

Almost half of all mobiles have smart phone capabilities including an operating system, downloadable applications, email and web browsing. Fly Research carried out an exclusive survey of 753 mobile ph ...

Many mainstream mass-marketers base their commitment to green issues on the demand from consumers. Mike Longhurst's work for Defra summarised the current status on 'green' advertising, which reached a ...

In venture capital, strong brands significantly outperform weaker brands in financial terms. And leveraging strong brands protects share in existing markets and drives growth in new categories. In add ...

Les Binet and Peter Field insist that attempting to build brand loyalty is futile, following the outcome of a study of 140 fmcg brands by Charles Graham. As Graham concludes that marketers should plan ...

Reporting from MAP 2010, the conference organised by Warc, Joe Clift's coverage includes talks from the IPA on the best case studies of the past 30 years of judging effectiveness; online analytics wit ...

Joe Clift reports from MAP 2010, the conference organised by Warc. Topics covered included the application of behavioural economics, spoken about by both Rory Sutherland, vice-president of Ogilvy UK a ...

This article summarises "Co-opportunity" by John Grant, which offers a vision of society reorganised along communitarian, collaborative lines to avert what he otherwise predicts will be an e ...

This article summarises "The Next Big Thing" by William Higham. It covers the basic ground for identifying two types of trends: "booster trends", which stimulate demand for a brand ...

Forecasters predict a return to growth for the global advertising economy in 2010. During the 2009 advertising slump, North America and European advertising markets were hardest hit, while Asia Pacifi ...

An extreme market change, such as the global financial crisis, will bring about more pronounced changes in consumer behaviour. One of the questions uppermost in the minds of many marketers is whether ...

While customer satisfaction is a critical component of brand equity, companies often underdeliver on service. To improve the service element can be costly; often it requires the substantial reorganiza ...

Obliquity by John Kay, which is yet to be published, is expected to be the book of the year and will herald a new approach to marketing. It makes the point that the best route to point B from point A ...

Following the latest fashions isn’t enough to boost a brand. What needs to be understood is what the consumer really wants in each individual category. Although marketers tend to be trend-driven, what ...

Luxury goods of one kind or another have been desired by men and women for a long time. But over the past decade the classic, mostly French, brands have given way to accessible luxury which both expan ...

Although being “creative” is unquestionably a good thing, the concept is vague and ill-defined and usually only refers to those who write or draw. This article outlines a system of identifying five di ...

At the Marketing Society’s November 2009 Conference, keynote speaker Hugh Davidson gave the audience to a vision of marketing via an imaginary visit from 50 years into the future. He paints an optimis ...

When the Berlin Wall fell, in 1989, it seemed as if a unified free market economy would mean prosperity for all. But now the practice of mass production that led to mass consumption now looks short-si ...

In her editorial, Judie Lannon introduces the Quarter 2 edition of Market Leader with discussion of the concept of brand leadership and summarises several of the articles published.

The authors introduced the concepts of “mass customisation” and the “experience economy” a decade ago based on the growth of services in the economy. Implicit in the service relationship is an experie ...