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Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Article

Summarises knowledge and offers guidance and reading on the Internet of Things (IoT), a term referring to the network of physical devices and objects, such as cars, buildings, watches and fridges, that have sensors and network connectivity embedded in them.

Article

Nestlé and P&G have been investing in innovation for some time, learning and adapting their strategy for working with startups – here the companies share their lessons.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is taking a nuanced approach to digital marketing in Latin America.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Colgate, a health- and personal care product company, developed a campaign to launch its new Slimsoft Advanced Toothbrush in Vietnam.

Article

The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.

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 article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster".

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.