Subject Index
 

This Company Profile provides key details and analysis of Glaxo SmithKline, including its latest activities, market position, financial performance, Brands, structure and history, together with onward ...

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like G ...

This Company Profile provides key details and analysis of SmithKline Beecham, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

Having always been perceived as a night-based drink, Horlicks, the malt-based drink, had tried to reposition itself to reach a younger market. As a consequence, the product lost ground and sought to r ...

This short paper discusses a campaign with the aim of creating a virtual 'Energy Zone', using new mobile location-based technology to win prizes ranging from a CD to a Smart Roadster. By texting the u ...

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competi ...

The challenge for the innovative Aquafresh Tooth and Tongue brush was to create a new oral care regime of tongue cleaning. Not only did consumers need education, they also needed to be persuaded that ...

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 ...

Over the past five years research has made some giant strides by increasing its impact on business decision making. But what does this mean for the relationship between client researchers and their su ...

In 2002, GlaxoSmithKline was faced with the threat of losing almost $5 million dollars in sales when they had to discontinue Becotide/Becloforte, due to an international agreement to phase out CFC con ...

Zovirax is one of the most successful OTC launches of the 1990's. However, by late 1998, both brand and the market had stopped growing.