Marketing strategy: Launches, relaunches

 

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

A finding from the UK IPA dataBANK of 880 case studies is that re-launches produce greater business effects than other marketing activities. So what can we learn from looking at the case studies? Firs ...

This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main E ...

The second in WARC's series of Automotive Marketing Reports looks at the preparations being made for the 2008 U.S. launch of Daimler-Chrysler's ultra-compact smart fortwo. It discusses how fluctuating ...

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping ...

This paper provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool t ...

Helen Wing, global innovation director at Research International, finds that despite client willingness to launch brand extensions, they are more likely to fail than new products (which are also highl ...

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is appro ...

Oliver Lewis-Barclay, strategic partner at Hooper Galton, asks why do more new brands and products fail now than ever before. His answer is that we are faced with too much choice, and that in today's ...

Bruce Tait, managing partner at Tait Subler, contends that creativity should be the driving force in the development of brand strategy, and that, too often, 'scientific' based strategies lead to me-to ...

Mike Leiser, senior partner at Prophet, argues that it is the role of marketing to spur innovation and improve the financial track record of new products, services and ideas. Using a multitude of exam ...

Revitalising brands is an almost ongoing process as products and services travel through their various lifecycles, and the energy expended in doing so is often justified by the fact that revitalisatio ...

This paper discusses the difficulties facing brands which are attempting to launch into established markets. In particular, it is argued that launch strategies are frequently more concerned with the p ...

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic ...

CBeebies was launched last year in the UK as the BBC's dedicated pre-school pan-media brand. Lyn Eryl-Jones looks at how the brand was conceived, created, launched and evaluated, and shows how the BBC ...

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new marke ...

From December 2000 the Financial Accounting Standards Board through it Emerging Issues Task Force in the US has introduced an internal accounting change. This will require many promotional techniques ...

Describes how Fisher-Rosemount launched a new business-to-business product (for process-control systems) using integrated marketing.

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, ...

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is un ...

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been res ...

The paper discusses the benefit of the introducing of the health insurance system in the Czech Republic. It explains the role of particular subjects of the system : government, health insurance compan ...

'Why do some products fail while others succeed? This question has been a perennial favourite amongst managers and academics. The reasons, of course, are many, complex and interactive; some measurable ...

The paper examines the moderating role of product familiarity in consumer preferences for products with enhanced/unique features. Findings suggested amongst other things that when consumers are unfami ...

The authors suggest that the growth of low priced, quality-equivalent store brands has been a key change in the retail environment over the last 20 years, but note that research suggests that one resu ...

The paper suggests that innovation speed plays an important part both directly and indirectly in establishing competitive edge, in enhancing new product performance and creating positions of advantage ...

An empirical study of 264 new industrial product-markets suggests that when a pioneer starts a new market with a new product, it can be a major challenge to survive, whereas with incremental innovatio ...

The authors investigate the role of market orientation and strategic flexibility in helping Thai firms manage the recent Asian economic crisis. As hypothesised, market orientation has an adverse effec ...

The paper suggests that there is relatively little research exploring the dependency between marketing strategy at different levels (corporate, business and functional) within organisations. In respon ...

With increasing evidence of innovative late entrants leapfrogging market incumbents, the long-held belief that entry barriers equate to sustainable incumbent advantage is being questioned. The authors ...