Today, most Brand Management teams are being asked to become productive with smaller budgets and fewer human and material resources; to move faster, know more and make fewer mistakes; and, be more profitable in the bargain. Couple this with the accelerated rate of change found in all marketplaces, the overwhelming amount of information that needs to be processed and the apparent decrease in effectiveness of traditional survey methodologies and it can be concluded that a new generation of research tools is needed to help move us into the future. Research tools that will manage vast amounts of consumer data and integrate classical market analyses into one single-source database model. Tools that will give us both the current status of our brands and their market relationships plus the ability to simulate and prioritize new growth options. Tools that will visualize this information so that the knowledge that is hidden in the information is delivered, not left in the "numbers graveyard". MATRIX' rM, based on proprietary analytical/decision making software developed by the Landis Group, is such a tool. The following paper will give background on the MATRIX process, the data collection and software techniques that link brand perception to consumer needs and the tools that visualize this information. Having established the MATRIX foundation, we will then discuss the evolution of Allergan's brand management strategy; the market forces that are dictating a shift in this strategy; and Allergan's use of MATRIX to effectively redefine both the strategy and tactics of its brand management process on a global and market specific basis
New Product Development in the FMCG market is well documented and there are a number of volumetric forecasting models available. However since most of these rely on measures of trial and repeat purchase they are of little use in markets where the purchase cycle is long and sporadic. This is obviously TRUE of the travel and tourism market. The theme of this paper will be that whilst the travel and tourism market is so different and diverse that traditional NPD techniques may not be appropriate, nevertheless there are general principles that can and should be observed. The paper will look at a number of ad hoc new product development projects in the travel and tourism markets and two particular case histories will be covered in detail. Both studies were designed to assess the potential of new products in these markets using very different techniques. The first was a purpose-built submarine that was designed to enable tourists to go on a trip below the waves and view in the sea life. Similar tourist submarine trips have been operating successfully in the Caribbean and now the Mediterranean was being considered. The research technique was used to present the concept in two forms to potential Mediterranean holidaymakers in the UK and Germany. Respondents were given a written description, promotional material and a were shown a video. Since the capital outlay for the project was significant it was also important to ascertain the optimum price that tourists would be prepared to pay in order to calculate over what period the investment would be liquidated.
This paper looks at the lessons that have been learned in providing a continuous measurement of tourism in GB in terms of questionnaire design, sampling and analysis. The paper draws on the experience gained by NOP Market Research Ltd in monitoring tourism in Britain for both the British Tourist Authority (BTA) and the National Tourist Boards of England, Scotland, Wales and Northern Ireland. The BTA has carried out an annual survey measuring the 4 + night holiday taking habits of the British population since 1960 and the National Tourist Boards have been monitoring "all tourism" since 1972. NOP Market Research Ltd has carried out both these surveys since the beginning of the 1970s.
This paper will make the case that the regular monitoring of tourism is the most relevant way of assessing changes in travel patterns. The paper will look in detail at two regular surveys, the British Travel Survey Monthly which is designed to measure total tourism in GB and the British Travel Survey Yearly which monitors the holiday market specifically. In addition the paper will also present a case study of a particular resort (Jersey) and show how the travel market in this Island has been measured over the past 20 years by use of regular market monitors.