Abstract:

Daewoo’s launch into the United Kingdom has been the most successful since records began. This has been achieved by breaking many of the long-established rules of car marketing, one of which concerns the role of research. The paper describes how an innovative use of research during Daewoo’s launch helped to build the brand. Advertising ahead of launch asked consumers to contact Daewoo to tell them what they wanted from a car company. Subsequent advertising post-launch asked for further information about their maltreatment by the motor industry. Not only did this research give Daewoo valuable information, it also powerfully demonstrated Daewoo’s customer-focused positioning in the market, and so helped build the brand.