As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations where much of its drinkers' culture is shaped: cities. Ireland is becoming a more urbanised population (62%) and it is important for Heineken to recognise that even in small countries like Ireland, different cities have very different personalities, presenting different brand opportunities for the Heineken portfolio. Cities are where culture gets formed and where brands need to foster a deeper brand connection to cut through and create meaningful connections with people. The overall research aim was to identify the cultural essence of each of the four main Irish cities (Dublin, Cork, Galway and Belfast) so that the portfolio of brands could be embedded seamlessly into each city's social fabric. This would allow the HIL brands to connect better with consumers in their social context resulting in better targeted activity and a higher return on investment (versus a more mass country wide brand strategy).
Eliciting reliable and credible data from marginalised populations without compromising their safety is a dream of LGBT advocacy throughout the world. New survey technologies offer such a potential. Working in collaboration with ILGA (International Lesbian, Gay, Bisexual, Trans and Intersex Association - an international NGO with 1200 member organisation across the globe), the RIWI Corporation used their Random Domain Intercept Technology to undertake a 51 country survey on attitudes to same-sex marriage. Focusing on Ireland in light of its recent referendum, this ESOMAR presentation will shed light on the predictive strategy implications of these new technologies, and discuss their potential for work with measurable social impact.
This paper addresses itself to the factors underlying the rapid change in the attitudes held by the Irish media toward political opinion polling. It draws on data derived from the continuous IMS Political Monitor (established in 1974). It also describes the problems of political polling in a country with a "two and one-half partyâ line-up (lacking a traditional Left-Right dimension) and a unique electoral system of proportional representation.
The paper argues that marketing education systems must be analysed and understood as open systems. Such a perspective focuses interest on the inter-relationship between system and environment, and in this paper, on the manner in which a system's output changes its environment. It is argued that this process must be appreciated by the marketing educator and that the nature of the changes in the environment caused by educational outputs must be planned for in a creative and responsible manner at the policy level.
This article describes a marketing experiment which we believe to be the first of this type in Ireland. This controlled experiment was an attempt to test consumer reaction to price and display changes of a specific consumer product, a branded aerosol air freshener, within the limits imposed by time and the variations allowed by the co-operating grocery chain store.
Measuring the effectiveness of the Irish Tourist Board's promotional activities is a continuing process, because of the need to: 1. Justify enough financial support for the organisation's work, and 2: Maintain improvement of effectiveness. Ireland's over-all performance should be seen in the context of two basic considerations: a. Competition; b. History, our progress from year to year. Investment in development shows, unfortunately, only long-term returns, and this is true of much marketing expenditure too. Rising national receipts from tourism in any year cannot be attributed entirely to larger appropriations in that year, or indeed in any one previous year. Indeed, the problem of measuring effectiveness has so far proved insoluble to any national tourist organisation which has attempted its solution anywhere in the world. What follows gives some illustration of the persistent concern of the Irish Tourist Board to measure the results of its activity, and of progress to date.