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News

AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.

Article

Coca-Cola, the soft drinks giant, believes its Freestyle machines – which allow consumers to pick between, and mix, over 150 beverage flavors – offer numerous possibilities for driving growth.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

TOKYO: Coca-Cola has said it is planning to experiment with the company’s first alcoholic drink, in a move described as “unique” in its history, as Coke seeks to engage with Japan’s growing market for alcopops, ...

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

News

NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.

Case Study

McCain, the frozen food company, successfully branched into chilled potato products in the UK by using design to translate its brand relevance into new areas.

Case Study

PizzaExpress, the restaurant group, redesigned its At Home retail range to improve cross purchase consumption in the UK.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Vitalite, a dairy free spread, redesigned its packaging in the UK to showcase its dairy free aspect in a continually growing dairy free sector.

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

News

NEW YORK: Social media is making some sectors move faster and faster, and toymakers are the latest to feel the heat of fast-moving trends.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

Katherine Allmandinger, Manager of Strategic Insights Health & Wellness at Nielsen, explores the health and wellness trends happening across the store that are leading manufacturers and retailers to meaningful growth.