Abstract:
This paper examines and discusses the new product marketing and research strategy in one of the largest and most successful food manufacturers in the U.K., Birds Eye Foods Limited. Three broad phases of new product strategy can be distinguished, and the paper discusses each of these and shows how research approaches have developed to meet new marketing objectives.
Research Reports
Qualitative research on two new commercials and 'Our Way' theme
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 13, 1974
Research Reports
Summary report on Fish Fingers commercials
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 9, 1972
Research Papers
Predicting the sales potential of new products
Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Authors: Simon Godfrey, Jon Wilkinson
 
June 15, 1990
