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Research papers
The renaissance of Chateau Lagrange
This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...
Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Author: Seiichi Nagata
June 15, 1997
Research papers
Application of traditional pricing research methods
This paper seeks to show, by means of a recent case study, a relatively new field where traditional research methods were applied. We will demonstrate how the data obtained by the effective use of a fairly standard research method was used as hard...
Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: David McCallum, Mungo Gilchrist
June 15, 1997
Research papers
Strategic marketing information system
This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations...
Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Authors: Ricardo Calva, Libier Gomez, Salvador Garza
Company: The Coca-Cola Company
May 1, 1997
Research papers
Developing a local soft drink brand
Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...
Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
June 15, 1996
Research papers
Alcohol drinkers in Japan
This paper proposes a new technique for measuring consumer's attitudes which might have fuzzy characteristics. In most of the traditional market segmentation, multidimensional configurations are initially divided into several discrete clusters and...
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Hirohiko Asano
Company: Nippon Research Center Ltd.
September 1, 1992
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
Developing a global pricing strategy
In 1986 a new Company appeared on the World Stage, United Distillers, the spirits Company of Guinness PLC. The company was formed as a result of the highly publicised takeover of the Distillers Company Limited by Guinness and was primarily a...
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Authors: Clive Sims, Adam Phillips, Trevor Richards
June 15, 1991
Research papers
