This paper describes how a low-budget industrial marketing research programme was carried out and used in order to provide a basis for the structuring of a field sales organisation in a Norwegian company, NOREMA A/S, which is market leader in the field of movable partitions for offices etc. The paper discusses the background of the market survey, the methods employed, some of the findings, and some of the decisions made as a result of the survey.
In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by supplying information to the consumer in order to make him aware of the problems presently existing on the energy supply sector.
In 1974 an ad campaign was developed by ESSO A.G. and the McCann Agency in Hamburg with the basic aim of overcoming the decline in confidence between the oil company ESSO and the consumers resulting from the energy crisis. This was to be achieved by supplying information to the consumer in order to make him aware of the problems presently existing on the energy supply sector.
One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is examining some of the most important variables which influence the market trends of fast moving consumer goods. We developed a partial model, that explains the market trends by calculating the effectiveness of the most important marketing variables on the basis of empirical data, i.e. advertising, mediamix, pricing, changes in prices, promotions activities, distribution and changes in distribution.
One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is examining some of the most important variables which influence the market trends of fast moving consumer goods. We developed a partial model, that explains the market trends by calculating the effectiveness of the most important marketing variables on the basis of empirical data, i.e. advertising, mediamix, pricing, changes in prices, promotions activities, distribution and changes in distribution.
The paper describes one approach used by several banking and insurance companies in the launching of profitable new financial products. Despite extensive research over the past decade, a number of unresolved questions in the banking and insurance fields are now demanding answers. Is behaviour in the banking and insurance markets dependent upon consumers life cycle or are permanent social changes taking place? How does one overcome the apathy which appears to exist in banking and insurance where once a year or once a life time decisions are made? The authors argue for an integrated research programme including: - Assessment of current changes in attitudes to savings and borrowing - The development of concepts within major platforms; concept research which provides financial products which are perceived as new by consumers.
This paper examines some implications of tracking studies and problems that arise in seeking to obtain measurable, meaningful shifts over time. Case history material is presented based on a three-wave study conducted in the UK on behalf of the Tea Council. It examines different research approaches that may be employed in tracking and sets down a checklist of considerations that should be taken into account at the outset. It discusses the background to the case study presented, the research methodology employed, some of the technical problems dealt with in the study design, and presents some selected findings.
Over four years, 323 print advertisements were studied for stopping power and/or communication. Stopping power is measured by exposing ads from slides on a magazine-size rear projection screen, for 1.25 sec. unless stopped by respondent; percent who stop an ad is its score. Principal communication measure is proportion who can play back all of the ad's intended message immediately after reading it following selection of it as being of interest.
The paper describes the way in which Unigate, one of the worlds largest Dairy Companies, used continuous trade research in their most marketing orientated business sector - short life dairy products. The first half of the paper explains the company structure and profile in detail. Specific examples of research data are shown to highlight the serious problems facing Unigate over the past three years. The story develops into an open discussion of the ways in which some of their problems were resolved and outlines future objectives.
The application of opinion research for controlling results of advertising and for decision making of planning and realising advertising campaigns in the insurance market is shown by a case study.