Resources Library by ANA

Expanding markets in Eastern Europe

This paper presents two different case studies involving Western manufacturers and distributors attempting to introduce their products to consumers in Eastern Europe. Each case clearly illustrates how research can be applied to develop and integrate...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Michael Cohen, Jennifer Scott

June 15, 1995

It don't mean a thing if it ain't got that swing

This paper will present an overview of a two-year development programme involving the transfer of a new, revolutionary instant meal technology from Asia to Europe. The novelty of the technology meant the planners could initiate a classical research...

Catalogue: Seminar 1995: Successful Product Engineering

Author: Michael M. Roe

June 15, 1995

The concept of prescriber scaling of intrinsic drug factors

Intrinsic drug factors consist of all the properties of drugs that determine its clinical profile. There is usually a large amount of clinical data available at the moment of market introduction of a new drug. From these data a clinical profile can...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: Erwin A. Douwes, Petra Draaijer

June 1, 1995

Fast-developing markets in Estonia

The paper concentrates primarily on the development of the Estonian consumer market in 1992-1994, the first years of free market economy. The changes in the market are examined from the point of view of different indicators: objective ones, such as...

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Triin Vihalemm

Company: KANTAR TNS Malaysia

April 1, 1995

GM Hungary

In March, 1992 a white Opel Astra rolled off of the assembly line at the new plant of GM Hungary in Szentgotthard (sent-goat-hard), near the Austrian border.' The significance of the event was signaled by the presence of Prime Minister Jozsef Antall....

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Cyril C. Ling

April 1, 1995

How to increase the chance for success in new products

This case study describes the successful Pan-European launch of "Biscuits Maison de Delacre", using the same brand positioning, the same biscuits, the same packaging, the same pricing and the same advertising. From our experiences in managing this...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Loet Magnin, Andrew Doyle

June 15, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Roger Hawa

January 1, 1994

It's all in the cover

There is more to publishing a new consumer magazine title than just coming up with the "right" cover design; but it is clearly a very critical component. As a researcher it is of primary concern to first establish a real understanding of the key...

Catalogue: Seminar 1993: Competition In Publishing

Author: Stephen Thomas

June 15, 1993

Launching new magazines

The quest for a cheap and reliable method for developing and launching successful new products is probably futile. Indeed this paper proposes that for a firm to develop profitably it is not strictly necessary to be able to predict how well its new...

Catalogue: Seminar 1993: Competition In Publishing

Author: Michael Bird

June 15, 1993