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Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Case Study

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

Case Study

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.

Case Study

This case study highlights a social media-focused campaign that challenged negative cultural prejudices against Nesquik, a breakfast cereal brand, among parents of children in Saudi Arabia.

Case Study

This case study explains how media company Sky News Arabia created live interactive news broadcasts to be shown in cinemas to engage with and increase viewer numbers in the Middle East.

Case Study

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

Case Study

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.

News

RIYADH: Internet usage and social networking rates are already high in Saudi Arabia, but new analysis has identified a growing demographic segment which behaves in a significantly different manner from the average Saudi adult.

Case Study

This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign.

Case Study

This case study describes how Coca-Cola, the beverage company, marketed Sprite in Saudi Arabia with a digital campaign targeting teens.

Case Study

This campaign for Lifebuoy Handwash was conducted across 12 markets in 2010 including most significantly India, Saudi Arabia, Pakistan and Argentina.

Case Study

This case shows how Goody peanut butter, Saudi Arabia's market leader with a 63% share, generated further sales growth by increasing overall consumption of peanut butter.

News

RIYADH: A majority of internet users in the Middle East and North Africa now research products online, but ecommerce penetration remains more limited at present.

Article

In terms of the Muslim consumer, there are several important features that Western marketers should understand.

News

RIYADH: The advertising market in the Middle East is set to return to growth this year, having faced considerable challenges during the economic downturn.

Article

New Frontiers’ reports on eight geographically diverse emerging economies: Argentina, Mexico, South Korea, Turkey, Indonesia, South Africa, Saudi Arabia and Poland.

Article

Advertising planning for global markets requires an understanding of how markets vary and develop at different rates.

Research Paper

In the markets of the Arabian Gulf a consumer can walk into a retail pharmacy and buy almost any mainstream pharmaceutical product without a prescription.

Research Paper

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched.

Research Paper

In this paper, the authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform today’s brands into tomorrow’s icons.

Research Paper

This paper explores methods to decode 'masculinity' from the collective unconscious through the eyes of the Arab culture, focusing in this study on Saudi Arabia.