Target groups: Families, parents, mothers

 

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

Marmite - owned by Unilever - is often seen by its users more as a national institution than a brand. Up until 2005, Unilever had been able to deliver brand growth by increasing penetration, but this ...

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating. As a result, the brand was losing penetration, s ...

The article describes the MomConnections (MC) online panel, an online community of mothers set up to discuss parenting issues, sponsored by The Parenting Group (TPG). How MC has been successfully sold

Mayfield Dairy was operating in a category in decline, and in which prices were rapidly rising. In an effort to overcome possible losses in other areas, the company launched Nurture, a premium milk fo ...

In its third Thanksgiving season, Jennie-O's Oven Ready Turkey launched a new campaign that aimed to show how it could provide perfect traditional turkey results without the traditional mess. The 'Loo ...

McDonald's wanted to put the “fun” back into its Dutch outlets and grow sales of a premium priced Special Burger. In a campaign costing just under €1m, it created a winter sports theme for its menu an

Weet-Bix has been New Zealand's biggest selling breakfast cereal for most of the past 70 years, and a prominent promoter of healthy eating and active lifestyles through its sponsorships. However in a ...

Sovereign, a New Zealand life insurance brand, wanted to increase awareness of its brand among consumers, and thus to engage an audience outside its normal core audience of Independent Financial Advis ...

Getting people to moderate their drinking behaviour is a huge task. According to research, the major obstacles to changing behaviour include the fact that people enjoy drinking (and getting drunk), an ...

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family ...

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...

In a world of increasing demand for purer, more organic foods, hot dogs were losing their lustre. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew N ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

Tyson Foods’ mission is to proudly power the world with their chicken, beef, and pork products. Tyson’s “Powered By” campaign leverages cultural cues, humor, and love of family, to demonstrate that Ty ...

Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting – and into a freezer case flooded ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to transla ...

It seems that hardly a day goes by without gloomy media speculation that traditional family values are breaking down. But are such interpretations exaggerated? Using the latest research from TGI, this ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

In 2005, the Interislander ferry service was a tired Kiwi brand icon experiencing a sustained period of decline. Passenger numbers had been in decline for the previous four years (with totals down by ...

In 2006, insurance company Mapfre restructured its commercial and sales structures, and also launched two high-profile products: 'family protection' for protection against family risks and 'rent prote ...

Despite a limited budget, the Virginia Tourism Corporation (VTC) had been a model promoter of state tourism for most of the second half of the twentieth century. In the late 1960s it began using the s ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

Toyota Motor Sales, U.S.A., Inc., was the distributor of Toyota Motor Corp.'s Toyota, Lexus, and Scion brands in the United States. In model year 2004 the company released a new version of it ...

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industr ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

With 30 theme parks in North America and 8 in Europe in 2004, Six Flags, Inc., was the world's second-largest operator of theme parks, surpassed only by Walt Disney Parks and Resorts. But the c ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...