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Research papers

Adapting positioning strategy to consumers' quality and value needs in service markets

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing...

Catalogue: Seminar 1987: Strategies For Service Management
Author: Chris Macrae
June 15, 1987
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Citation

Macrae, C. (1987a, June 15). Adapting positioning strategy to consumers' quality and value needs in service markets. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/adapting-positioning-strategy-to-consumers-quality-and-value-needs-in-service-markets


Research papers

A better understanding of quantitative results by using qualitative methods

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Robert Petrescu
June 15, 1986
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Citation

Petrescu, R. (1986a, June 15). A better understanding of quantitative results by using qualitative methods. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/a-better-understanding-of-quantitative-results-by-using-qualitative-methods


Research papers

Beyond positioning

Advertisers working with retailers often find it difficult to differentiate them from competitors. The retailing mixes close that the bases of differences shrink. Advertising and communication now receives the task of creating this difference, a...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth
Author: Jean-Nöel Kapferer
June 4, 1986
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Citation

Kapferer, J. (1986a, June 04). Beyond positioning. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/beyond-positioning


Research papers

Lancia 1984 grand galá

Before the Lancia Grand Gala 1984 can be presented within the framework of brand promotion activity it is necessary, indeed absolutely essential, to define the background. Above all, the overall auto market is as we shall see in direct contrast to...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Tino Biglia, Franco Cagnasso
November 6, 1985
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Citation

Biglia and Cagnasso (1985a, November 06). Lancia 1984 grand galá. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/lancia-1984-grand-gal-


Research papers

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Roger Western
February 27, 1985
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Citation

Western, R. (1985a, February 27). Competitor analysis in defence of a brand leader. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/competitor-analysis-in-defence-of-a-brand-leader


Research papers

Reaction to Keg Beer (Pilot)

Following from attitudinal research carried out on behalfof Thwaites among trade and consumer respondents by CRAM(Project 1009), it was decided that the position currentlyoccupied by Star Keg should be investigated with a vieweither to relaunching...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 6, 1974
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Citation

, C. (1974a, March 06). Reaction to Keg Beer (Pilot). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/reaction-to-keg-beer-pilot-


Research papers

Creation of a brand image for a new product

The brand image ie to-day an established concept, and most marketing men are veil aware of its immense importance. Consequently brand image studies are now carried out to a great extent in most Western European and the North American markets. Much...

Catalogue: ESOMAR Conference 1960
Author: ESOMAR B.V.
June 15, 1960
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Citation

B.V., E. (1960a, June 15). Creation of a brand image for a new product. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/creation-of-a-brand-image-for-a-new-product