Resources Library by ANA

The road to happiness

A brand in crisis. A cut-throat category. No money to spend. How do you rebuild a brand after it has made headlines for all the wrong reasons? Oi used emotion and smart research to wipe out marketing waste and begin the climb back to happiness.

Catalogue: Latin America 2019

Authors: Celia Nishio, Juliana Romano

Company: System1 Research Ltd

April 7, 2019

Building iconic brands

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America

Authors: Federico Barallobre, Sebastian Corzo

Companies: AB InBev, Kantar

March 21, 2018

How to retain the image of a leader in changing business environment

The paper considers the case of the BeeLine brand in the context of the rapid changes in the market situation in the Russian telecom industry before and after the financial crisis of 1998. The BeeLine story exemplifies the diffusion of the innovation...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Elena Mosicheva, Tatiana Folomeeva

September 23, 2001

The story of "the journal"

On the 22nd February 1992 The Journal, the morning paper of the North East of England relaunched after a period of steady sales decline. In fact in the previous twenty years, sales had fallen by 45%. This sadly has been the picture for many regional...

Catalogue: Seminar 1993: Competition In Publishing

Author: Jim Chisholm

June 15, 1993

The waking up of sleeping beauty flora by the kiss of prince researcher

A case history showing how a multifacetated methodology along with a close relation between research and marketing can contribute to strategic marketing decisions in the case of the salvation of a brand in an increasing competitive and changing...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Teresa Monjardino, Graça Galamba

Company: Unilever

June 15, 1991

The changing market for local & regional newspapers

The circulation of local and regional papers has been in long-term decline for at least 15 years in the UK, and some parts of Europe have experienced similar trends. Over the past few years, the Henley Centre has been asked by a number of individual...

Catalogue: Seminar 1991: Publishing For An Optimal Product

Authors: David Darton, Steven Barnett

June 15, 1991

Marketing research mirror in corporate communication planning

This paper is founded on the market research carried out by the author in 1987 in the Market Research Centre - Zagreb, for the needs of a specific Yugoslav conglomerate which is involved in the production and processing of zinc, alloys and chemical...

Catalogue: ESOMAR Congress 1989

Author: Nenad Porges

September 15, 1989

Development of the product and corporate image of a radio station

The marketing objectives and programming output for a radio station never remain the same, neither do the problems. But the research programme set up in 1979 has proved to be an accurate and flexible instrument. Radio Tele Luxembourg is firmly...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Bruce Roberts, Malcom R. Mather

Company: Gallup International Association

June 15, 1981

Editorial research in preparing a decision on the merger of two weeklies

A publisher sold two weekly magazines whose editorial content was different and whose readers were supposedly different both sociologically and psychologically. But economically it was no longer possible to continue publishing the two magazines...

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Author: Robert Gijs

June 15, 1974