Resources Library by ANA

Pioneering in Central European markets

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been researched with product innovations in industrialised...

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

Authors: Sven H. Becker, Michael J. Baker

June 15, 1995

Every day low price

Everyday Low Price (EDLP), along with Category Management, Consumer Loyalty and Efficient Consumer Response (ECR) have become the jargon words for Marketing in the mid 1990’s. Everyday Low Price, an American import, was originally devised as a...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Judith Passingham

Company: KANTAR TNS Malaysia

June 15, 1996

Added value information

The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions

Authors: Antonie Luijten, Peter Kempe

Company: GfK

February 1, 1997

Consumer coping behavior during hard times

This paper reviews two consumer coping studies conducted during the Asian economic crisis of the early 1990s and the present Asian economic crisis at the end of the 1990s. Drawing on the analysis detailed in this report conclusions and...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Author: Eduardo L. Roberto

June 15, 1998

Brands

We have a problem: Due to the shortening average lives of products and the fast growing variety of products in the marketplace, the cash flow from an increasing number of (manufacturer-owned), branded products is no longer able to either cover their...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Martin van Mesdag

June 15, 1992

Advertising quality and market share

The increase of the quality of advertising offers an important possiblity to improve the success of a brand without costs being automatically increased. Pretest measures for commercials as e.g. the AD*VANTAGE test system are thus intensively used by...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Claudia Schmies, Raimund Wildner

Company: GfK

June 15, 1993

NSS target monitor

This paper introduces a new approach to the diagnosis of (psycho- logical) brand positions on the market and to the assessment of the effects of marketing communications upon those. The method operationalizes the American concept of Consumer...

Catalogue: ESOMAR Congress 1989

Author: Peter H. van Westendorp

September 1, 1989

Predicting the sales potential of new products

This paper reviews the applicability of the main current market research methods which attempt to predict the sales potential of a new product mix in the field of fast-moving consumer goods. The high costs and risks of new product development have...

Catalogue: ESOMAR Monograph Series Vol.1: New Product Development

Authors: Simon Godfrey, Jon Wilkinson

June 15, 1990

Salesplan

In this paper, a Decison Support System is presented that enables the decision-maker to make optimal use of existing marketing research data in the area of fast-moving consumer goods. Many valuable market data are not analyzed in depth by the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Ole Stenvinkel Nilsson, Jørgen Kai Olsen

June 15, 1993