Resources Library by ANA

Survey on the problems of transferring a brand from one Western European country to another

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. Stolte

September 1, 1972

Polo Jeans Company

The Polo Jeans Company is a new division of Polo Ralph Lauren with a line-up of jeans and casual wear designed to attract the youth market. First launched in the United States in 1996 the Polo Jeans Company was introduced to the Canadian market at...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Melinda Head, Bénédicte Cohen, Stanley Marcovici

Company: Head Research Inc.

October 22, 1997

The contribution of research to a successful new brand

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on...

Catalogue: Seminar 1990: New Product Development

Authors: Sue Nicholls, Alison Hollinrake

Company: Kraft Heinz Company

June 15, 1990

Country casuals

The research described in this paper was instigated by Jaeger Limited and the Coats Eaton Group. The objective was to investigate the viability of marketing a new range of women's wear to the middle market, where it was felt there was a gap. The...

Catalogue: Seminar 1974: Fashion, Research And Marketing

Author: Mette Leaver

December 4, 1974

Fragrance in Japan

This new interest in developing the fragrance market might be seen as the latest step in an increasing interest in the luxury market among Japanese manufacturers. In the 70s we observed extraordinary activity in investment in the fashion area (KENZO,...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Robert J. Wilk

June 15, 1993

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands

Authors: John Baker, Tony Camp, Len J. Marchant

June 15, 1994

Multi-cultural marketing

Multi-cultural Marketing has existed in Asia since colonization. While a number of multi- national companies have been very successful in this region, their success was not, necessarily, due to their understanding of the markets in which they...

Catalogue: Seminar 1993: Marketing And International Research

Author: Martin C. van Herk

June 15, 1993

Taking the english apple to Spain

This paper discusses the background to the Adams launch into Spain. The approach to the research and methodology are covered in some detail. The foundation for the research programme was provided by an appraisal of the Spanish retail scene conducted...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Authors: Bill Allen, Maureen Johnson

June 15, 1993

Survey on the problems of transferring a brand from one Western European country to another (German)

The common market is - despite all difficulties - a successful arrangement for the economic unification of Europe. Efforts to unify the supply of consumer goods to the European market, without riding roughshod over regional and national specialities,...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: J. Stolte

September 1, 1972