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Research papers
Building on product quality
The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Miriam Comber, Sally Gordon
June 15, 1992
Research papers
Assessing marketing opportunities- The benefits of integrating the qualitative and the quantitative
The paper demonstrates, according to a step by step procedure, how research relative to a car launch was thought of, in terms of strategic objectives first, then how an approach integrating the qualitative and the quantitative was selected second, as...
Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Authors: Vic C. Lemmens, Joseph Khoury
June 15, 1992
Research papers
The use of consumer research to assess the potential and optimize the launch of a new brand in the Arabian Peninsula
For many years Head and Shoulders was Procter and Gamble's only entry in the shampoo market in the Middle East. H&S was by far the leading anti-dandruff shampoo enjoying very high market shares throughout the Arabian Peninsula. The problem,...
Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: John F. Cook
Company: Procter & Gamble
June 15, 1992
Research papers
M-Net
The paper outlines the background to the launch of M-Net in South Africa as a Pay TV channel in opposition to the government controlled channels, and explains the initial launch strategy. It outlines the growth of the channel to date, the current...
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Authors: Heather Kennedy, Sue Grant
Company: Markinor (Pty) Ltd
June 15, 1992
Research papers
Measuring the vitality of a product after its launch
The paper is divided into four parts illustrating problems linked with verifications a Company can be faced with, within the market realities, when it decides to launch/relaunch/modify a product. This verification takes place after the research...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Fausto Falcone, Mario Figini
Company: Nestlé
June 15, 1991
Research papers
The role of marketing research in identifying the need for cost benefit analysis
The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where...
Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: David Dawson
March 6, 1991
Research papers
Tattoo, the development of a new product
After more than two years of marketing research and brainstorming a new pipe-smoking concept was introduced in Amsterdam: TATTOO, a precious individual characteristic. It features a colourful modem pipe and a tobacco case in a small, handy box. A...
Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Wouter J. Meyers, Frits Spangenberg, Pieter-Paul Verheggen
Company: Motivaction International B.V.
September 1, 1990
Research papers
