Mobile Finds Girls' Taste: Knorr's New Product Development

This paper describes one case pertaining to Knorr's mobile-based new product development projects in Japan.

Mobile Finds Girls' Taste: Knorr's New Product Development

Shintaro OkazakiUniversidad Autónoma de Madrid


In recent years, discussions about the effectiveness of mobile advertising keep growing. According to WirelessWeek, “Mobile advertising seems to be an industry that's about ready to explode, chasing the billions already being spent on Internet advertising” (Smith 2007). A recent survey by Strategy Analytics also shows that mobile advertising spending reached $1.4 billion in 2007; with the wider adoption of mobile technology by both businesses and consumers, this number likely will rise to $14.4 billion by 2011 (InfoMobile 2007). As eMarketer (2008) reports,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands