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Research papers

Incite to action

This paper will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been...

Catalogue: Insights 2011: A New World Order In Shopper Marketing
Authors: Stephanie Grootenhuis, Bernhard Treiber
March 1, 2011

Research papers

How fans become future shapers of an ice-cream brand

Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Tom De Ruyck, Stephan Ludwig, Martijn van Kesteren, Niels Schillewaert
Companies: InSites Consulting, Unilever
November 18, 2010

Research papers

Having a hard time launching innovations in Russia

Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals. Despite its familiarity, the Russian market offers particular challenges to FMCG manufacturers,...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Marcin Penconek
Company: Nielsen
September 15, 2010

Research papers

Pre market evaluation of new consumer durable brands in Asian markets

This paper outlines the challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets. It looks at issues such as:Response errors due to gratuity and over claim, common in Asian markets....

Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Raghavan Srinivasan, Mahesh Agarwal, Dadang Arie Stiawan, K. Vijayakumar
Company: KANTAR TNS Malaysia
April 20, 2010

Research papers

Launching innovations during economic slowdown

As innovation is the engine of growth, it is important to continuously invest. But during challenging economic times, we face difficult decisions as manufacturers: Should we continue to invest in innovation or save money? Should we cut production...

Catalogue: Congress 2009: Leading The Way
Authors: Marcin Penconek, Mark Gillespie
Company: Nielsen
September 21, 2009

Research papers

The banking shopper

The competitive landscape is increasingly cluttered for the financial service providers in general and banks in particular. if we talk specifically about the Middle east region, with higher GDP per capita, the financial sector has grown much faster...

Catalogue: Retail and Shopper 2009: The Voice Of The Shopper
Authors: Aruni Ghosh, Tahir Khalil
June 15, 2009

Research papers

Semiotic codes in the pharmaceutical industry

This paper looks at how trust, authority and science is currently 'communicated' in the pharma and other sectors.Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with...

Catalogue: Global Healthcare 2006
Author: Diane Fox-Hill
February 6, 2006

Research papers

Can advertising help to maintain dynamic market equilibrium?

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor...

Catalogue: Latin America 2005
Author: Macarena Estévez
Company: MindShare
October 23, 2005

Research papers

Is the Internet the future of market research?

This paper provides a prognosis for the future of internet research based on the attitudes, experiences and opinions of the buyers of research within the FMCG sector. The paper provides an understanding of the dynamics involved in the possible...

Catalogue: ESOMAR Net Effects 2001
Authors: Anyvonne Carnot, Martin Oxley
February 11, 2001