Using marketing models for new product development in Asia Pacific
Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques and experience, and a disciplined but creative approach to market research. It is a teamwork approach where the market researcher represents the consumer in the internal decision making process: by being a member of the marketing team, the researcher makes use of the findings from research studies ranging from the most simple to the most complex in such a way that the techniques are totally transparent to the rest of the team. The continuum of research is bound into a single process, taking the disciplines and philosophy of modelling, together with a common view of consumer behaviour, as the shell into which to fit various components from set of research techniques available. A series of mini case studies exemplifies the process as it occurred in a number of markets in the region.
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