Sonya Misquitta and Dheeraj Sinha, Market Leader, Quarter 4, 2014
This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.
European Association of Communications Agencies, Silver, Euro Effies, 2014
This case describes how Argeta, a food manufacturer of paté, used a jury of mothers to improve trustworthiness and reposition the brand as more high-end in Bosnia & Herzegovina, Croatia, Serbia and Slovenia.
Euromonitor Profiles, September 2014
This Company Profile from Euromonitor provides key details and analysis of Starbucks Corp. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market.
Shawn D. Baron, Caryb Brouwer and Amaya Garbayo, Journal of Advertising Research, Vol. 54, No. 3, 2014
High-impact digital advertisements, which feature large and often interactive formats, are known for driving consumer response rates higher than those of standard display. Their impact on branding, however, has not been well addressed.
Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen Wing, ESOMAR, Congress, Nice, September 2014
This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.
Mark Sareff, Pippa Kulmar, Adam Beaupeurt and Sarah Faraday, The Communications Council, Silver, Australian Effie Awards, 2014
This case study explains how KFC, the fast food chain, created a mobile app to boost afternoon snacking sales in Australia.
Lisa Aitken, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study describes how Parmalat, the international dairy corporation, sought to build a national flavoured milk brand in Australia following its acquisition of the OAK milk brand.
Graham Alvarez, Matt Walters and Jill Cummins, The Communications Council, Bronze, Australian Effie Awards, 2014
This case study explains how The Smith's Snackfood Company repositioned its 'Thinly Cut' chip brand in Australia to save it from deletion, by communicating a 'healthy' message in a humourous way.
Matt Hunt and Phil Barden, Admap, September 2014
This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.