Target groups: Women

 

This case study supports an important truth about retail: good product doesn’t sell itself. Advertising has an important role in shaping perceptions. The story starts in late 2002 when, while the rest ...

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative a ...

This paper covers a deep study on feminine nuances both in urban Brazilian nuclei and in root communities (aboriginal, black, riparian, from the inland and the Amazon). For that purpose, it developed ...

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce. Image and the way this is communicated to the ...

The entrance of new brands to the teen skin care market constituted a threat to Clean & Clear, challenging the brand to retain market leadership and relevance to teens despite the allure of the new en ...

Contact lenses have a problem in that they are prisoners of consumer apathy. People are highly involved in their eyes, yet they care very little about contact lenses. So, despite 50% of the population ...

Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magn ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

The challenge for the Herbal Essences Fruit Fusions campaign was to generate interest in the launch of the new collection and to grow the Herbal Essences brand as a whole. Based on the insight that th ...

To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...

This article reports on research in the UK, France, Germany, Italy, Brazil, the Philippines and Russia to try to find out ‘what women want’. Chiara Vascotto, RDSi, explores the many dimensions of con ...

At the crossroads of old customs and modern thinking, Chinese women experience a mixture of traditional culture and modern-world tendencies. On the one hand, they obtain great pleasure from their new ...

The primary goal of this qualitative study was to begin to understand and gain insight into how women use the Web to search for health information. This has become an increasingly important area to un ...

This case study is about advertising 'revving up' a traditional juice brand and turning it into a premium juice leader. With two campaigns, the advertising enabled V8 to firstly grow and then defend i ...

The task was to create an ad that would get teenage girls to start practicing safe sex. Research revealed that teens were twice as much worried about getting pregnant than catching AIDS. Pregnancy was ...

This is a story of movement - of how planning used insights into consumer attitudes to move Metamucil, from being seen in a negative light: as something that constipation sufferers turn to in times of ...

This paper explains the battle between Sunbeam and Linda to keep Australia warm during those long winter nights, and how a fleeting television moment packed with emotional intensity made all the diffe ...

By creating a new model for Tooheys Extra Dry's advertising and a new strategy based on solving key dissatisfactions with beer, planning was able to provide a springboard for an idea unlike any other ...

Contact lens use in Australia is a third of that in most countries in the western world, yet these customers are amongst the highest value for an optical retailer. Hence when OPSM approached The One ...

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving ...

“In the time it takes me to say this, you could win a limited edition WRX. Visit coke.co.nz for details.” The 2004 Coke XLR8 Promotion set a new standard in the implementation of a text marketing camp ...

How much can you achieve with as little as $5,000 and the increasing cost of modern day media? nzgirl wanted 20% more visitors to its website and to celebrate the strong, 'don't mess with me' attitude ...

In the ultra competitive world of grocery retailing, the battle for the hearts and wallets of consumers is relentless. This is particularly the case between competitor supermarket giants The Foodstuff ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender inf ...

The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. ...