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From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Atlanta, September 2012
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research. The authors also explore the opportunities, issues and practicalities of conducting research in the region, using interviews with clients and agencies. The paper also showcases the proprietary work Pepsico and MESH are jointly conducting on the Gatorade energy drink brand.
Having a Hard Time Launching Innovations in Russia
Marcin Penconek, ESOMAR, Congress Odyssey, Athens, September 2010
Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals.
Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals. Despite its familiarity, the Russian market offers particular challenges to FMCG manufacturers, particularly when launching new innovations. This paper investigates the various opportunities for, and barriers to, launching innovations in Russia. We aim to answer the following questions: What is the typical success rate of innovations in Russia? What makes Russia different from the perspective of launching innovations? How does the market environment in Russia influence launch expectations and launch strategies?
Product usage and firm-generated word of mouth: some results from FMCG product trials
Alain Samson, International Journal of Market Research, Vol. 52, No. 4, 2010, pp. 459-482
Theory and past research suggests that greater levels of consumer involvement and product usage lead to higher levels of word of mouth (WOM).
Theory and past research suggests that greater levels of consumer involvement and product usage lead to higher levels of word of mouth (WOM). This paper presents some tests of hypotheses related to product usage and WOM, based on secondary consumer panel data from five fmcg product trials. The main findings are that brand usage range within a product category has a pervasive effect on pre-trial intentions to recommend the trialled product, as well as the actual number of WOM conversations generated by the trial and their effectiveness (the rate of attitudinal conversion based on interest generated). Frequency of product use only significantly affects the number of WOM conversations. Second, compared to non-users, being a loyal user of the trialled product (having used the brand more frequently than other brands) has a negative effect on WOM effectiveness, while non-loyal users’ WOM is more effective compared to that of loyal users. The study thereby provides more evidence that loyal users are not necessarily the best targets of WOM marketing campaigns, and suggests that research on the interaction between involvement or product usage and loyalty in relation to firm-generated WOM may be an interesting area of further research.
How far can you rely on a concept test: the generalizability of testing over occasions
Ling Peng and Adam Finn, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 353-372
In practice, product managers have to assume consumer evaluations of concepts generalise from the time (and research environment) of concept testing to the time (and market environment) of market introduction.
In practice, product managers have to assume consumer evaluations of concepts generalise from the time (and research environment) of concept testing to the time (and market environment) of market introduction. However, little is known about the temporal stability or generalisability of the results of concept testing over occasions. Rarely have concept-testing studies incorporated testing of the same concepts on the same respondents on more than one occasion. This research investigates the importance of occasions as a source of error variance in estimates of the generalisability of concept test scores for both minor and major innovations within the context of Generalisability theory. The study collected concept evaluations of ten innovations from members of an online panel on three occasions, approximately a month apart. The results show that the three-way interaction among subjects, concepts and occasions is a substantial contributor to variation in concept testing of both major and minor innovations, with the contribution for major innovations even more substantial than for minor innovations. Moreover, failure to recognize occasions as an explicit source of variance in the generalisability analyses will lead managers to overestimate the generalisability of their decision studies. However, the impact of neglecting occasions varies by purpose of measurement and associated object of measurement. This research provides insight about how well concept testing can generalise over occasions. Concept test evaluations provided on an initial exposure are more favourable than will be received on any later occasions, and apparent differences in consumer evaluations of a particular concept in an initial test do not provide a generalisable basis for identifying which consumers will respond most favourably to it on a later occasion. For concept testing to be used for targeting or segmentation, more occasions will need to be sampled.
How advertising strategy affects brand and USP recall for new brands and extensions
Nathalie Dens and Patrick De Pelsmacker, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 165-194
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (USP).
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (USP). Two studies were set up with samples representative of the Flemish population (n = 749 and n = 751). Results show that extensions benefit from a brand recall advantage compared to completely new brands, but positive emotional appeals help bridge the gap for new brands. Informational appeals, on the other hand, stimulate USP recall, especially for extensions and regardless of the product category.
Pre Market Evaluation of New Consumer Durable Brands in Asian Markets: An Innovative and Transparent Prediction Methodology
K. Vijayakumar, Raghavan Srinivasan , Mahesh Agarwal and Dadang Arie Stiawan, ESOMAR, Asia Pacific, Kuala Lumpur, April 2010
This presentation discusses the different challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets.
This presentation discusses the different challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets. It presents in detail an innovative and transparent prediction methodology and its application for a new motorcycle brand from TVS Indonesia. It will also explain how this methodology can be adapted and applied for a wide range of consumer durables. Suggestions for refinement and further development of this methodology included.
Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions
Leif E. Hem and Nina M. Iversen, International Journal of Market Research, Vol. 51, No. 6, 2009, pp. 797-818
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace.
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.
Fast moving consumer and OTC products: zoom on marketing effectiveness
Erk Maassen, Robert Buckeldee and Clémentine Fischer, ESOMAR, Healthcare Conference, Rome, February 2008
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 influences, and all present new challenges to the marketer.
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 influences, and all present new challenges to the marketer. So what are the implications of these differences when it comes to marketing effectiveness? This paper addresses this question, starting with an examination of innovation from a general perspective. The second section focuses on the most important differences between consumer behaviour to better understand the consumer context within which FMCG and OTC marketing must deliver. The third section then focuses on the effectiveness of OTC and FMCG marketing.
Algebra, slide rules and hammers: a mobile telecoms segmentation
Nick Bonney and Jonathan Fletcher, ESOMAR, Annual Congress, Berlin, September 2007
This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market.
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 European markets. In 2006 the segmentation was fully operationalised in the UK and formed the basis of Orange UK's highly successful Animal tariffs campaign. The main learnings from this process are highlighted, showing how research provided a sound platform for the segmentation at the outset and kept the implementation process on track when initial setbacks threatened to derail it.
Maintaining the brand DNA - how international car manufacturers adapt to local taste
Mingzhu Qi, ESOMAR, Automotive Conference, Lausanne, February 2006
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 car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market.
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 car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market. The results aim to improve car manufacturers' competitive positioning in local markets and positively influence their market share standings.
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