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Seizing Opportunities Inside the Crisis: Increasing the Value of a Pasta Brand, Case Study
Mónica Kleiman and Cecilia Iglesias, ESOMAR, Latin America, Cartagena, May 2010
Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment.
Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment. Argentina went through its worst economic crisis during 2001-2002. In that recession, Molinos, a leading food producer and exporter, saw a business opportunity and bought a Chilean convenience dry pasta brand, present in the local market since 1997. After years of insightful research and hard work in marketing Lucchetti was converted into a valued mother brand, covering a wide set of food categories beyond dry pasta.
Jack in the tiffin box. Unconventional paths to new product idea development
Sangeeta Gupta, Subhransu Rout and Farheen Romani, ESOMAR, Qualitative Research, Cannes, November 2004
This paper describes how potential in the ‘Tiffin box’ arena was explored using a combination of research techniques.
This paper describes how potential in the ‘Tiffin box’ arena was explored using a combination of research techniques. The everyday dynamics of the child, mum-tiffin-box interaction provided the basis on which an actionable and stimulating brief could be developed, covering a range of NPD (new product development) ideas to be used by GlaxoSmithKline’s R&D and marketing teams.
Means-end chains analysis online
Suzanne C. Beckmann and Morten Schrøder, ESOMAR, Marketing Conference, Warsaw, October 2004
Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews).
Beckman and Schroeder applied means-end chains theory to Danish consumers' perceptions of half-ready and ready meals (HRM) using CAWI (computer-assisted web interviews). The means-end chain theory recognises that consumers do not buy products for the product's sake, but for what the product can do for them. The study overcame the shortcomings theory, discussed in the paper, by using a two-stage procedure where focus group results were validated by a large sample of online respondents.
Harnessing consumer and market trends to drive the category
John Storey, ESOMAR, Retailing/Category Management, Dublin, Oct 2003
To harness consumer and market trends to drive a category, it is useful to apply macro trends and influences from outside to estimate potential effects on consumer/shopper behavior.
To harness consumer and market trends to drive a category, it is useful to apply macro trends and influences from outside to estimate potential effects on consumer/shopper behavior. This paper emphasizes the importance of pulling information together to identify real and relevant category drivers and in turn develop these into strategies that will deliver increased value to the market, using the example of the pizza category.
Evaluating the ROI of radio and billboards
Rick Abens and Brian Cusick, ESOMAR, Media Mix Audience Measurement, LA, June 2003
This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry.
This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that the advertising program as a whole provided a return slightly below that of the average marketing alternative for this brand. However, the return on billboards alone was extremely high. Additional focus is also placed on the importance of the working relationship between the analytical provider and the client.
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