Resources Library by ANA

Responding to market change by new brand development

In this paper I intend to focus upon the growing significance of new product development and brand strategy within the GCC markets - and indeed, the Middle East as a whole. In order to do so, I will examine first the growth of NPD in Western Europe...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: David M. Craton

June 15, 1992

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

The operation of retail audits in the Middle East

MEMRB has pioneered the introduction of retail audits to the Middle East. The first panels were established in 1971— 1972 and since then retail audit panels have been operating continuously in Saudi Arabia, Kuwait and the DAE. The first tasks...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Andreas Charalambous, Olympics Toumazou

Company: MEMRB

June 15, 1987

Do what your doctor tells you!

The paper will examine, with the help of specially prepared data, some of the potential advantages of integrating research amongst healthcare professionals (predominantly doctors and pharmacists) with more conventional consumer data. This paper...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Robert C. Blake, James J. Ryan

June 15, 1987

The use of the buy test technique to evaluate new advertising campaigns in Arab countries

In the rapidly evolving marketing environment in the Middle East, the communication process is becoming increasingly important and hence so is the need to evaluate the efficiency of an organisation's communication activities. The BUY TEST is an...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Randa Kronfli, Dafni Theophylactou

Company: MEMRB

June 15, 1987

How methodologies are adopted to provide internationally comparable results

For many years, a debate has been going on, sometimes heated, other times controlled, about the quality of research that is being carried out in the Middle East and how it compares to that of the larger European countries. Why this should be so owes...

Catalogue: Seminar 1987: Research In Arab Countries

Author: Yiannis Papadopoulos

June 15, 1987

The changing human values in Kuwait

This study, the first of its kind in the area, provides a model and basis for future studies in order to monitor changes in the moral and social values system overtime, and gives a useful tool for institutions to assess their current policies in the...

Catalogue: Seminar 1987: Research In Arab Countries

Author: D. Philippi

June 15, 1987

How extra strong research helped launch extra strong teabags

The research programme was valuable in two main respects. First, it was early experience of a simulated test market in the region which helped in making a launch/no launch decision. In the event the major parameters predicted by the LOCATOR test were...

Catalogue: Seminar 1987: Research In Arab Countries

Authors: Janet Katz, Charles A. Rhodes

Company: MEMRB

June 15, 1987

Retail audit panels in the Middle East

This paper describes the experience of AMER in setting up and running retail audits in the region. This is confined to our experience because this is the first open discussion on the subject and we cannot, therefore, refer to the experience of our...

Catalogue: Seminar 1987: Research In Arab Countries

Author: Tony Antoniou

June 15, 1987