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Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Case Study

This case study shows how Resesh, a fabric freshener brand, turned a mobile phone into a virtual experience tool for customers, and successfully raised brand awareness in Japan.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy.

Case Study

This case study describes the long-term Japanese marketing strategy of Lux, Unilever's hair care brand, which uses western celebrities to express independent and aspirational values to Japanese women, delivering a consistent market share for over 20 years.

Case Study

SC Johnson's cleaning brand, Magiclean, had an ageing image in Taiwan, which led to it losing its market-leading position.

Article

This paper provides an overview of the soap and detergents industry in the United States. It includes companies who make crude and refined glycerin products from fats, or synthetic detergents such as laundry detergents, dishwashing compounds, and personal cleansing bars.

Article

This paper provides an overview of the global soaps and detergents industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies,which are becoming increasingly important in the global marketplace.

Article

This article summarises a survey compiled by the Nikkei Advertising Research Institute (NARI) of advertising expenditures by leading Japanese corporations during the financial year 2009 (April 2009 to March 2010).

Case Study

The central idea of this campaign was for LG to become CCTV Sports Channel's digital TV partner in 2009; the LG CCTV partnership was to be the seed of all communication driving a credible, digital message from LG.

Research Paper

In the Asia-Pacific region, supernatural beliefs traditionally are believed to have a strong influence on product sales performance.

Case Study

In 1990 the Warner-Lambert Company began an advertising campaign that starred eye-catching alligators to illustrate the beneficial properties of its product, Lubriderm Hand and Body Lotion.

Research Paper

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.

Research Paper

The main goal of this study was to build a preliminary structural equation model to understand better the relationships between interactivity, comprehension, and persuasion.

Research Paper

This paper reviews evidence from brand equity research and case study analysis to demonstrate that the basics of brand building in Asia are no different to the rest of the world.

Research Paper

The study reported in this paper investigated how, as antecedents, personal factors influence consumers' perception of a web site's interactivity in the context of making a purchase decision.

News

An announcement is expected today that Procter & Gamble is to acquire Bristol-Myers’ Clairol brand range for $4.95 billion, according to insiders.

Case Study

The Andrew Jergens Company entered the 1990s ready to tackle the U.S. skin care industry.

Case Study

The Andrew Jergens Company, a subsidiary of Japanese Kao Corporation since 1988, historically was known for its lotion and soap products.

Research Paper

Marketing researchers and marketing managers should get closer to the experts in forecasting and scenario planning.

Research Paper

It is argued that the common language of marketing hides the diversity of meaning associated with elements of the marketing mix, as well as the disciplines of advertising and research.