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Article

Global strategies, campaign updates and trends in the hot drinks category.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

News

SHANGHAI: Brands in China should aim for conspicuous consumption in public, with the product or brand logo itself working to aid the consumer in building their social status, according to a China marketing expert.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

SHANGHAI: Starbucks, the US coffee shop chain, has opened a vast new megastore in Shanghai, which includes a range of added features designed to appeal to Chinese consumers, such as an upmarket bakery and augmented reality experiences.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

Nescafé, the coffee brand, increased sales in tea-loving India by focusing on young people and mornings with a sponsored radio show.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

Case Study

Lipton, a tea brand, launched a campaign in Egypt to convert current users to loyalists, increase teabag market share and grow volume conversion from loose tea to teabags.

Case Study

Pepsi, a carbonated drinks brand, launched a social awareness campaign to bring electricity to rural communities in India, in a bid to increase brand awareness and sales.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

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.

Case Study

ITO EN, a Japanese green tea company, launched its ‘Matcha LOVE’ brand in the US by collaborating with social influencers and producing seasonal recipes featuring the product.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Research Paper

This paper highlights how Nestle, the food company, is addressing business questions faced by its Nescafe coffee brand in India, by working with disparate data and inspiring a more rounded solution to market research briefs.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

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.