Resources Library by ANA

M-Net

The paper outlines the background to the launch of M-Net in South Africa as a Pay TV channel in opposition to the government controlled channels, and explains the initial launch strategy. It outlines the growth of the channel to date, the current...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Heather Kennedy, Sue Grant

Company: Markinor (Pty) Ltd

June 15, 1992

Measuring the vitality of a product after its launch

The paper is divided into four parts illustrating problems linked with verifications a Company can be faced with, within the market realities, when it decides to launch/relaunch/modify a product. This verification takes place after the research...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Fausto Falcone, Mario Figini

Company: Nestlé

June 15, 1991

The role of marketing research in identifying the need for cost benefit analysis

The requirement for new prescription drugs to justify their introduction in economic as well as clinical terms is being sought not only at the central, governmental, level but also at the level of the individual hospital and physician practice, where...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Author: David Dawson

March 6, 1991

Tattoo, the development of a new product

After more than two years of marketing research and brainstorming a new pipe-smoking concept was introduced in Amsterdam: TATTOO, a precious individual characteristic. It features a colourful modem pipe and a tobacco case in a small, handy box. A...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Wouter J. Meyers, Frits Spangenberg, Pieter-Paul Verheggen

Company: Motivaction International B.V.

September 1, 1990

Developing a rounder tea

This project provides an unusually clear insight into the way in which an aesthetic benefit can add to the perceived quality of a commodity product like tea. It also shows the way in which an ad-hoc panel can be used to provide reliable pre-launch...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Ian Prutton, John Parfitt, Adam Phillips

September 1, 1990

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This is a brief case history about the role of multi-country qualitative research in helping to develop a global campaign for a ski manufacturer. The company is Salomon, a well-established French manufacturer of ski boots, bindings and other ski...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Christine Orliac, Mary Goodyear

September 1, 1990

Searching for fast-food segments

Cultural differences must be taken into account if marketers of culture-bound products and services want to be successful. Food is a good example of such products, where differences and novelty can be an advantage on one, and a shortcoming on the...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Authors: Janez Damjan, Blaz Vodopivec, Milena Stular

September 1, 1990

What are the national particularities that must be taken in consideration when developing new European products for the food sector?

The launch of multinational products onto national markets is tantamount, for each of these individual markets, to the introduction of a new product. While the success of any such launch depends on a number of factors, foremost among them is the...

Catalogue: Seminar 1990: New Product Development

Authors: Helene Karmasin, Konrad Schröder

Company: Unilever

June 15, 1990

Opportunities for translating new product concept screening techniques from the US To Japan, Europe and the world

This paper analyzes the similarities across countries in the way consumers respond to new product ideas, then describes a technique that can successfully screen new product ideas around the world.

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Author: Jeffrey L. Pope

June 15, 1990