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News

India has most recently been a hotbed for competitors in the e-commerce space, with Amazon and Walmart making big investments.

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Article

Coca-Cola, the drinks manufacturer, aimed to target fans that used different devices and screens, with fresh at-home snacking rituals that open up further opportunities to drive sales of soft drinks.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study demonstrates how a powerful brand positioning delivered long-term higher commercial value for Cuisine de France, a brand responsible for introducing fresh French bread and pastries to the Irish market in the 1990s.

Article

This event report explains how NME, the music magazine, has adapted to the digital age by focusing on digital and making its print magazine free.

Case Study

This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets.

Research Paper

In many advertising situations, the optimal decision - how much to spend and where to allocate the advertising budget - is not sensitive to the exact functional form used in modeling the process under study.

Research Paper

This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.

Case Study

This case study explains how McCain, the frozen foods manufacturer, launched McCain Jackets in the UK and overcame negative preconceptions to deliver 15.6% penetration within a year.

Article

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.

Article

This paper provides an overview of the sanitary paper products industry in the United States, including facial tissues and handkerchiefs, table napkins, toilet paper, paper towels, disposable diapers, and sanitary napkins and tampons.

Article

Shopper marketing evolves your customer relationship from transactional to valued partner. You are both working towards a common goal: to create an influential, differentiated experience for the shopper.

Research Paper

Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management.

News

NORTHFIELD, Illinois: Kraft, the US food group, believes effective marketing and a diverse brand portfolio enhances its retailer relationships.

Article

The 'innovation funnel' is the process by which ideas are tested and weeded out in order to find the eventual 'winners'.

Research Paper

This paper argues that the category management initiative, as a whole, has not unfolded as was expected 15 years ago.

Research Paper

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution.

Case Study

This 2004-06 campaign looked to position Sunbeam as a credible coffee-machine brand. Previous advertising had failed to make an impact, and there was a belief that only European coffee machines, from dedicated makers, were acceptable.

Research Paper

Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example.

Research Paper

The possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management is presented.

Research Paper

This paper focuses on why the traditional consumer insights model fails to deliver the greatest need of modern CEOs - namely, 'how do I get the consumer at the heart of my business to drive a competitive advantage?' Through understanding the deficits of the existing model, the paper proposes a new model that successfully fuses quantitative (and financial) rigour with rich qualitative insights, creativity and change management skills.

Article

Smart cards make purchasing easier, quicker and more secure for consumers. They also have huge potential benefits for retailers – purchase times are 28% faster than cash and 42% faster than payment cards and they provide detailed sales information.