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Marketing Case Studies by topic

Building on a brand

HMV has one of the world's most instantly recognisable trademarks and its name is inextricably linked with the history of recorded music. Few, if...

Creating value brand management

The environment in which an organisation competes will provide both opportunities and threats that influence its long-term strategic development. Organisations, therefore, have to analyse...

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 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...

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...

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...

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...

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...

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...

Consumer focused product development

We live in a consumer driven society in which the choices made by ordinary people play a large part in shaping decisions made by...

Reaching customers through direct selling

For modern business organisations, developing goods or services is not enough. Goods must also be available in the right quantity and at the right...

How the role of marketing drives business forwards

Portakabin designs and delivers modular buildings. It provides clients with inspiring buildings of outstanding quality. Its original market was the construction industry, with its portable...

Social marketing in the new millennium

There is a growing consensus within society that companies should take a more active and structured approach to the relationships they have with the...

Marketing and product strategies for growth

As an organisation develops a strategy, it is not making short-term decisions. Instead, it is creating a pathway that leads to a long term...

Refocusing a product

In May 2001, at the Sony Radio Awards, Radio 2 was named Station of the Year for the second time in 3 years. This...

Launching high end technology products

It is very important that a company develops a coherent marketing strategy for the launch of each individual product in its portfolio. It is...

No 7 the relaunch of a brand

When a new product is launched, which is subtly different from existing brands and the new arrival is successful this often leads to hectic...

Re generating a mature market

Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and grow, eventually the market will mature and...

Building a photographic system around the user

In its simplest form marketing answers the question - What does the customer want to buy? A key definition of marketing is: Marketing is...

Balancing the product portfolio to satisfy customer demand

JD is the UK’s leading retailer and distributor of fashionable sports and casual wear. JD has a reputation as the most innovative visual merchandiser...

The product life cycle and online fashion

ASOS.com is the UK's market leader in online fashion retailing. It offers own-label, branded fashion and designer goods. Its headquarters are in Camden Town...

Reshaping a well known brand

Consumers make many different buying decisions every day. It is important that large companies developing products for the consumer market-place understand the many factors...

Achieving growth through product development

A main source of business growth is through product innovation. New products often come from ideas. These are either new ideas or ideas for...

Promoting the brand

Entrepreneurship happens when someone sees a market need and has an idea that will satisfy that need. The entrepreneur follows up, explores and develops...

Improving a leading brand

Fast-developing organisations have a range of business objectives that provide a direction for their actions and drive them forward, particularly in markets that are...

Superbrand sponsorship

Vodafone sponsors several leading sporting brands including the record breaking Ferrari Formula 1 motor racing team and Manchester United, one of the world's most...

Focusing on a brand product range

Amway is a global company which has built its success on direct selling. Direct selling is different from the more traditional distribution channels: customers...

Targeting a market segment

In recent years, Australia has become an increasingly desirable holiday destination for UK travellers due to its diversity as a travel destination, beaches, outback,...

Honour the past invent the future

BIC® is one of the global brands whose brand name is closely associated with the company's products e.g. BIC biros. In the modern world,...

Securing a market leading future through SWOT analysis

For many builders and developers, it is too costly to buy plant equipment (fixed assets) outright. Instead, they hire the equipment they need from...

SWOT analysis and sustainable business planning

IKEA is an internationally known home furnishing retailer. It has grown rapidly since it was founded in 1943. Today it is the world's largest...

Changing the views of business

Businesses both shape and respond to changes in the competitive environment. In the early 1980s, the impact of information technology was changing the nature...

Using sports marketing to engage with consumers

Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed...

Sponsorship and the marketing mix

Vodafone is the world’s largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries...

Rebranding a corporate image

When Will Kellogg accidentally invented a new breakfast food in Battle Creek, Michigan in 1894, he did not realise that he was on the...