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Companies Case Studies
New products from market research
The Kellogg Company is the world's leading producer of cereals. Its products are manufactured in 18 countries and sold in more than 180 countries....
Discovering customer needs through research
Barclays is a global bank. It provides a range of financial services in 56 countries. Barclays provides retail banking services to customers, whether they...
Using market research to support decision making
Organisations that operate in the business-to-consumer (B2C) market are increasingly turning to market research to support their decision making processes. A retail business, for...
Poland a developing market
Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European confectionery markets? Because there were a number...
Moments of truth – focus on customer service
Over recent years many changes have taken place in traditional service organisations. There have been many reasons for these changes. Some have been brought...
Applying the personal touch to financial services
The Co-operative Insurance Society (CIS) operates in one of the most dynamic and complex markets in the world. Insurance is one of the UKÕs...
Developing customer focus
In the business world of the 1990s organisations cannot afford to remain still. Only 32 of the top 100 of Britain’s biggest industrial companies...
Meeting customer needs for competitive advantage
Sectors of the economy
Economic activity is usually divided into 3 sectors:
1. Primary industry - involves extracting raw materials. When economies first start growing they...
Responding to changing customer requirements the drive towards wellness
Consumer research shows that people are looking to adopt healthier lifestyles. Newspapers and television channels bombard us with health information and messages about the...
Identifying customers and meeting their needs
Marketing is about making sure that a business is providing the goods and services that customers want. It involves identifying and anticipating what consumers...
The Freeserve solution
The Internet is a rapidly growing medium which enables people all over the world to share information, communicate, be entertained and conduct business. It...
Developing a competitive edge
Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl Grey tea which connoisseurs recognise for its...
Healthy Eating
It is the ability to satisfy customers that marks the difference between a successful and an unsuccessful organisation. That is why some children’s nurseries...
Hula Hoops emphasising the core values of the brand
United Biscuits (UB) is an international foods business operating in 24 countries. The company manufactures, markets and distributes biscuits, savoury snacks and frozen and...
Building brand equity
Deciding to buy a certain product involves choosing between the many alternatives in the marketplace. Such decisions are rarely easy, as in most markets,...
Corporate Versus Product Branding – A Fine Balancing Act
This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large...
Building on a fashionable brand image
Perceptions are the ways in which consumers see and interpret information about objects such as brands and companies. For example, everyone will have a...
The importance of cause related marketing
This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of...