Resources Library by ANA

Customer for life

This paper addresses the success story of Volvo in Germany who, by working hand in hand with their dealers using the global 'Customer for Life' programme, have significantly increased customer loyalty to Volvo and their dealers.The paper details how...

Catalogue: Automotive 2006

Authors: Adrian D. Wimbush, Johannes Fleck, Anarkali Check

Company: GfK

February 27, 2006

Mind the gap

A decisive growth potential lies in emerging markets whose prospective buyers are less well known to many global car manufacturers at present. In emerging markets the basic socio-cultural environment for the formation of preferences with respect to...

Catalogue: Automotive 2006

Authors: Bettina Staudenmaier, Ulrich van Hormann

Company: GfK

February 27, 2006

Optimising advertising expenditures

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, six major European automotive manufacturers have...

Catalogue: Automotive 2006

Authors: Edgard Tagnon, Guillaume Saint, Thomas Merchant

Company: KANTAR TNS Malaysia

February 27, 2006

The quest for the ultimate touchpoint

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices.This paper discusses an approach to the corridor strategy problem...

Catalogue: Automotive 2006

Authors: Trevor Richards, Larry Friedman

Company: KANTAR TNS Malaysia

February 27, 2006

Business opportunity number 1

One of the strongest and most challenging claims of the last decade is: 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowledge, published and primary research.As a case study,...

Catalogue: Automotive 2006

Authors: Charles Kirk, Mogens Laursen, Joerg Sgries

Company: Maritz Research

February 27, 2006

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006

Authors: Kirsti Lindberg-Repo, Richard Brookes

February 27, 2006

Brand intelligence

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...

Catalogue: Automotive 2006

Authors: Alexandra Stein, Wolfgang Breyer

Companies: GfK, BMW Group

February 27, 2006

Understanding the path to purchase

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preferences.This paper discusses a new model and method of...

Catalogue: Automotive 2006

Authors: Andrew Dye, Michael Mills, Tina Katsinikas, Nicole Tarkar

Company: Nielsen

February 27, 2006

Attitudinal & behavioral convergence

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics.Through a case study the paper demonstrates it is possible to integrate attitudes and purchasing behaviors,...

Catalogue: Brandmatters 2006

Authors: Manjima Khandelwal, Bruce Humbert

Company: Nielsen

February 8, 2006