Resources Library by ANA

Advances in category management research

In this paper the genesis of category management and the research techniques that have been applied against this area are considered. We generally find a disconnect between the application of findings from traditional research to category management...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Bill Bean, Stephen P. Needel

Company: PepsiCo

September 22, 2002

Managing the diffusion of innovation

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Clive Nancarrow, Martin Oxley

September 22, 2002

The operation was successful but the patient died

Most new products fail. Failure is attributed to the proposition (weak advertising, parity product, high price, etc.) or to the marketing plan (inadequate media, low distribution, etc.). This interpretation does not explain why failures continue in...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Author: Omar Mahmoud

Company: Procter & Gamble

September 22, 2002

Popular classes

The market potential of low-income social groups (low class or popular classes) has been underestimated by multinational companies and thus, this public has not been able to access global brands. It is believed that low classes, due to their scarce...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Fábio Mariano, Rafaela Castillo

September 22, 2002

A new retail format, a new way of building relationships

The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company. This paper describes a methodology building process, oriented towards solving - simultaneously and in real time...

Catalogue: Latin America 2002

Authors: Paula Magariños, Marita Soto, Fabian Czajka, Anibal Pérez Echeverría, Fernando Moiguer

Company: Compañia de Negocios Moiguer

May 12, 2002

Accomplishing CRM goals

As revolutionary advances are made in information and communication, one of the recent industries taking advantages of the new technology is CRM, showing the inevitable response to the increasing customer centric approach. The datawarehouse helps in...

Catalogue: ESOMAR Customer Relationship Management Conference 2002

Authors: Nagia El Emary, Sagar Tamang, Piyush Mathur

Companies: Nielsen, Vodafone Group

March 17, 2002

Sense to sensuality

This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Carrin Merkel, Jeanette Deetlefs

March 4, 2002

Knowledge discovery for efficient relationship marketing

Today’s business environment is going through fundamental changes. Market saturation, increased commoditisation, shorter product life cycles and above all increased competition and business risks are influencing the way organisations see and...

Catalogue: Financial Markets In Turbulent Times 1999: Guidance From Marketing Research

Author: Wolfgang Schweiger

September 1, 1999

Is there life after death?

When a company is developing several important new compounds and one is facing challenges in formulation development, it is important to establish whether the potential for the product with an alternative formulation would be viable in sales terms....

Catalogue: EphMRA/ESOMAR Conference 1997: Sharpening Tools For The Future

Authors: Alan J. Bowditch, Lorna Tuersley

June 15, 1997