Devika Sharma, Prashant Verma, Mitul Shah and Adhideb Ghosh, Warc Prize for Asian Strategy, Shortlisted, 2014
This case study explains how Kissan, a leading ketchup brand in India, convinced people of the quality of its ingredients with a tomato-growing competition for children.
Zaara Ahmad , Warc Prize for Asian Strategy, Shortlisted, 2014
This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.
Andreas Krasser, Warc Prize for Asian Strategy, Shortlisted, 2014
This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product.
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.
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.
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.
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.
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.