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Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

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

BRUSSELS: A "mockumentary" campaign by DDB Berlin for Deutsche Telekom has won the Grand Prix at the 2015 Euro Effies.

Case Study

This case study showcases how Lenor, a fabric enhancer, replaced the existing dual communication model in Western and Central-Eastern European markets with a pan-regional one, appealing across cultures.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

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.

Article

This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers.

Case Study

From 2003-2007, the Army in Scotland faced a storm of unpopular wars, deaths in service and training, hostile media campaigns, year-on-year decline in recruitment numbers and the loss of iconic brand identities.

Case Study

Lenor was planning to enter the fabric enhancer sector in France and Greece, but faced many major obstacles, not least that established rivals were already dominant in these mature markets.

Case Study

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

News

BRUSSELS: BMW, Nivea, Lenor and Dove were among the big winners at the EACA Euro Effies 2009  last night, taking four of the ...

Case Study

By 2005, Lenor had established a brand within the fabric conditioner market, providing a perceived pleasurable experience, differentiating it from its more mundane competitors.

Article

Sustainability need not be in conflict with good value for consumers in economically straitened times.

Case Study

Project-Juicy involved launching two new variants of Comfort's fabric conditioner range. It has successfully stretched the Comfort brand (whose traditional brand values are softness and loving care) into a new territory of intense invigoration.

Article

WARC Online's media editor Laura James analyses the main media trends across the 14 winning campaigns of the 2008 Euro Effie Awards.

Case Study

Lenor wanted to drive penetration of the concentrate format up by 15%, and steal share from Comfort, the category leader.

News

BRUSSELS: Agencies from Denmark and France took top honours at the European Communications Agencies Effie Awards event in Brussels yesterday, Grey Copenhagen gaining gold for Coca-Cola Zero and TBWA\G1 Paris doing likewise with its 'Urbanproof' ...

Article

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this from the top, how consumer needs segmentation influences the product offering and how research has developed from being highly rational to much greater awareness of emotional links with consumers.

Case Study

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems.

Case Study

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands.

Case Study

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience.

Article

In this wide ranging interview Christopher Delapuente of Proctor and Gamble discusses the Company's philosophy, which places the customer at the centre of all decision making, and his responsibilities within the organisation.

Case Study

This is a study of Standard Life's 'Baby James' campaign which, the author claims, turned the company into a powerful and appealing consumer brand.

Research Paper

This paper presents the results of the first basic survey in Germany to show the effectiveness in principle of radio as an advertising medium.

Case Study

By mid-1980s the fabric softener market had reached saturation; Lenor had stuck at a 25% share. The only way to grow was to offer consumers alternative freshnesses.