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Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used shopper insight data and econometrics to link its call centre productivity to its media strategy.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used econometric data to tailor its media strategy to individual cities in a bid to reach its goal of equalling 2014's sales figures in worsening market conditions and with a lower media budget.

Case Study

This case study details how Informational Resistance, an NGO whose purpose is to disseminate messaging to disprove Russian propaganda that was stoking the conflict in Ukraine, and restore peace through a common ground of language, history, and culture.

Case Study

This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market.

Case Study

Budweiser, which aims to become the world's first truly global beer brand, needed a unified global positioning to support it at home in the US (where its image and consideration scores were falling) and drive growth in new markets.

Research Paper

This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider.

Case Study

Mobile phone retailer Evroset and electronics manufacturer Samsung wanted to stimulate demand for the Samsung Duos line in Evroset stores in Russia and Ukraine.

Case Study

Stella Artois, the beer group owned by the Anheuser-Busch group, wanted to find a global idea that was consistent but flexible enough to reflect the different charactertistics of its brand's penetration and success in different countries.

Case Study

In Ukraine, deposits have always been the toughest category among retail banks’ portfolio of products.

Case Study

Sony Ericsson wanted to promote its W995 telephone and the device's extraordinary music and online capabilities to a young audience.

Case Study

This case study describes the partnership deal between Sony Ericsson and the MTV European Music Awards.

Case Study

This campaign for ARARAT helped to differentiate the Armenian brandy brand from rivals by drawing on its cultural heritage, winning a silver award at the 2010 Euro Effies.

Case Study

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

Case Study

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like Germany and the USA, this figure was just 10% in Central and Eastern Europe.

News

KIEV: Television is the dominant advertising medium in the emerging economy of the Ukraine and is likely to remain so, according to the Ukrainian Advertising Coalition.

Research Paper

What increases our happiness? Does wealth make us less stressful and happier? Does stress make us unhappy? What is the relation between our material as well as psychological well-being on one hand and satisfaction with social conditions on the other? Are we satisfied malcontents? In other words, are we satisfied with personal life despite being dissatisfied with the conditions of our society? The analysis of comparative survey data from countries such as Hungary, Georgia, Poland and Ukraine helps answer these questions and better understand individuals' concern with themselves and with their society.

Case Study

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time Zone.

Case Study

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European marketplace.

Case Study

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers.

Case Study

With its ‘Chihuahua’ campaign Coca-Cola succeeded in shedding its image as a conservative, distant and static brand unappealing to young people, and reinventing itself as a young and hip drink.

Case Study

The shampoo market is a very competitive and cluttered category in every geography, and competition for the hair care aspect of women’s beauty is fierce.

News

All forms of tobacco and alcohol advertising in the Ukraine unexpectedly became illegal in just seven and a half minutes on Thursday.

Research Paper

Reports and comments on a survey into advertising in the Ukraine, and how consumers respond to it. Recent historical background is summarised.

Research Paper

The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper.

Research Paper

The paper reports and analyses findings on how Ukrainian companies of different types of ownership adopted marketing concepts and organized their marketing activity during the transitional period from a command society to a market economy.