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Case studies

The little emperor

In this paper we will examine - using a recent case study - how an innovative programme can cut the brand development time significantly and yet deliver a highly successful new brand.

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Amit Bose, Khushi Khanna
September 1, 1999

Research papers

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Roger M. Brookin, Oscar Schneersohn
June 15, 1998

Research papers

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

Case studies

The little emperor

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is unquestioned, all too often it is resisted for being...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Amit Bose, Khushi Khanna
Company: PepsiCo
September 1, 1996

Research papers

A home grown brand

This paper looks at the development of a new brand in the consumer electronics durables field, Aftron, using brand equity research as a starting point. It examines the reasons for the development of the brand, the research used to understand the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Jerry Cregan, Sanjay Badhe
March 1, 1996

Research papers

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

Research papers

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

Research papers

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

Research papers

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