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Case Study

This case study looks at how Whirlpool, a home appliances brand, successfully launched the Care Counts campaign, installing laundry equipment in schools within low-income areas in the US.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

News

MUMBAI: Indian children are increasingly influencing parental purchasing decisions in categories ranging from consumer durables to travel destinations, new research has shown.

Article

This Company Profile from Euromonitor provides key details and analysis of General Electric Co. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

Case Study

This case study describes how Amway, the largest direct-selling company in Japan, used a corporate campaign to improve their brand image.

Case Study

This case study describes how Unilever created an online store in India as a means to target affluent consumers and drive trial and online sales of its premium FMCG brands.

Case Study

This case study describes how Havells, one of India's most respected electrical products companies, launched and executed a communications campaign aimed at Indian (female) homemakers in order to increase consideration and raise sales of its home appliances.

Case Study

This case study outlines how Samsung leveraged the growing lifestyle aspirations of young Vietnamese consumers in order to break the monopoly of Japanese brands within the home appliances category.

Case Study

This case study discusses a campaign for Orient Electric, an Indian fans company, which entered the home appliances industry and updated its image with an integrated campaign featuring a cricket star.

News

NEW DELHI: Driven by rising disposable incomes and easier consumer credit, India's consumer electronics and appliances market is on course to be worth $20.6bn by 2020, according to a new industry report.

Article

This trend report describes the 'circular economy', a new model which reduces waste, and sets out some of the opportunities for brands.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Article

This report outlines eight macro-forces which are driving changes in business models around the world, and six characteristics of the businesses of the future.

Case Study

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.

Research Paper

This paper details research into how women in Brazil use smartphones, focussing on the similarties and differences between consumers at each end of the socio-economic scale.

Article

This report describes global advertising trends for the year 2014.

Case Study

This case study explains how Bosch, the home appliances company, worked with schools with a 'social cause' promise to communicate its eco-friendly credentials in Italy.

Case Study

This case study describes how Microsoft targeted women in India to overturn a decline in household PCs sales, by explaining how PCs could benefit women.

Case Study

This case study illustrates how Tata Sky, the TV provider, halted the decline of its premium TV recording box by changing its marketing message to better fit the culture of Indian men.

Case Study

This case study explains how Hewlett-Packard (HP) increased sales of its home printer range, despite a higher price-point than competitors, by closely targeting parents of school children in India.

Research Paper

This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations.

Research Paper

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.

Article

This article suggests that if brands in emerging markets use innovative quality positioning they are capable of challenging established Western brands, and proposes eight 'pathways' for brand building.