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Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the packaged food market.

Case Study

This case study describes how Bio Green, a yoghurt-based products company, redesigned and relaunched its product range.

News

LONDON: Danone, the yoghurt maker, is reviewing the way in which it uses shopper data with a view to shaping bespoke marketing campaigns for supermarkets in the same way that Google delivers personalised search results.

Article

This article looks at how marketers can create or change consumer habits. It explains, from a psychological perspective, what habits are and how they are triggered and uses the study of eating popcorn in cinemas to demonstrate the importance of context.

Article

Danone Actimel is a probiotic drink, first launched into the UK market in 1999 during a functional food revolution.

Case Study

This campaign reinvigorated TOTAL Greek Yoghurt in the UK, by focusing on the Total 0% range.

News

MADRID: Danone, the food and beverage group, is attempting to turn around a decline in market share in Spain, indicating the obstacles facing firms trying to progress as the country's economy stutters.

Research Paper

This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

News

LONDON: Sales of soft drinks continued to rise in the UK last year, despite the fact many consumers were reining in their expenditure during the downturn.

Research Paper

This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.

News

PARIS: Danone, the French food group, benefitted from cutting prices, innovation and "resetting" its brands last year, achieving volume growth at a time when many consumers were cutting back.

News

PARIS: Consumer behaviour is going through a "profound transitional phase" that will have major implications for brands both during and after the downturn, according to Emmanuel Faber, co-chief operating officer of Danone, the food group.

Case Study

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking.

Research Paper

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation.

Research Paper

Many observers believe advertising increases market size (with the implication that fewer people would smoke or drink alcohol or buy cars if there were no advertising for those products), and that it works by creating desires.

Article

This chapter seeks to demonstrate which approaches to the measurement of marketing effects are most accountable, as well as those that promote effectiveness most strongly.

Research Paper

Differentiating one product from its competitors is a classic demand for marketing. In the past, healthcare marketing had the privilege of being able to build on sound functional differentiations between products based on their unique modes of action and benefits.

Research Paper

For far too long the debate about food marketing to children and young people has focused on whether such marketing should be allowed in our society, instead of what the balance of that marketing should be.

Research Paper

In a world where more and more products launch every day, it is noticeable that their life cycles are considerably reduced.

Research Paper

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.

Article

Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners.

Article

This article reviews the 2006 IPA Effectiveness Awards, covering a wide range of issues, product/service categories and thinking about media and channels.