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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.

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

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

Article

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

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.

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.

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." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

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

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 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.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This event report outlines how Staples, the retailer, is seeking to drive revenues through tapping new technologies.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Case Study

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Article

This article outlines how Procter & Gamble, one of the world’s largest FMCG companies, used virtual reality, programmatic buying and data innovation to transform its marketing.

Article

This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

Research Paper

This paper argues for the evolution of the role of video in qualitative research, given that half of the human brain is dedicating to visual function.