Resources Library by ANA

New techniques in product development using quantitative socio-cultural mapping and qualitative typology research to identify Sspecific target groups

The Scangroup, the Swedish Meat Marketing Association, dominates the Swedish meat market. Strategic discussions based on Monitor research identified socio- cultural segments for a new convenience food concept. The marketing strategy based on these...

Catalogue: ESOMAR Congress 1989

Authors: Ingrid Berg, Bo Gunnefur, Christina Grenabo

Company: KANTAR TNS Malaysia

September 1, 1989

European aspects of a global brand

From today's standpoint BMW is an export-oriented company. As of January 1st, 1993 however, two thirds of our output will no longer be exported but sold in the single European market, BMW is prepared for this development: its distribution network is...

Catalogue: ESOMAR Congress 1989

Authors: Horst Kern, Hans-Christian Wagner, Roswitha Hassis

Company: BMW Group

September 1, 1989

Causes of advertising expenditure variations in Sweden 1975-1987

Advertising expenditure in traditional media has risen faster than inflation during the period of analysis, with the exception of 1980 and 1981. Surveys and analyses show that expenditure in direct mail and various forms of sales promotion were about...

Catalogue: ESOMAR Congress 1989

Author: Tomas Gröndal

September 1, 1989

Closing the gap between market research and strategic planning

Market Research and Strategic Planning have a common task: To support management in the never-ending challenge to shape the future of companies and organisations. Neither market research nor strategic planning have the knowledge or the instruments to...

Catalogue: ESOMAR Congress 1989

Authors: Ursula Neugebauer, Joachim Scharioth

Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH

September 1, 1989

The third generation of qualitative research (French)

Qualitative research has become not only a tool for determining the elements capable of orienting marketing action, but a good way, thanks to the existence of a read-write memory, of following the evolution of data from one study to the next. Today,...

Catalogue: ESOMAR Congress 1989

Author: Georges Guelfand

September 1, 1989

The single European market and the market research sector of services

The aim of the paper is to provide a brief description of background and context of the internal market programme. I shall then look in some detail at the main areas of change and implication for the sector of your business activity: The market...

Catalogue: ESOMAR Congress 1989

Author: Victor Pou Serradell

September 1, 1989

Global branding and segmentation: Everything old is new again

This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to...

Catalogue: ESOMAR Congress 1989

Author: Elana M. Hudak

Company: Colgate-Palmolive

September 1, 1989

A new segmentation tool for marketing in the 90's

The main topic of this paper is the analysis of new needs for information about customers in the context of international marketing in the 1980's and, especially, in the 1990's. Bernard Cathelat, initiator of life style studies since 1970 and his...

Catalogue: ESOMAR Congress 1989

Authors: Bernard Cathelat, Roger Wyss

September 1, 1989

Global attack

Johnnie Walker is the world's largest scotch brand and has enjoyed historicially a dominant position in many markets. However, in recent years the brand has come under some strong competition in many of its leading markets. As a consequence of this...

Catalogue: ESOMAR Congress 1989

Authors: Terry Hanby, Carol Coutt, Margaret Holmes

September 1, 1989