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Marketing Case Studies by topic

Growing a brand in an unbranded market

A marketplace is divided into consumer markets and organisational markets. In organisational markets, businesses sell goods or provide services to other business organisations. Buyers...

Using planning analysts at the centre of brand development

In a competitive market, the organisations most likely to meet their objectives are those that are capable of leading rather than following changes within...

Development of the Dr. Martens brand through trade mark protection

Branding of a product is important for both buyers and sellers. For buyers, branding reduces the random nature of product selection. It helps them...

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...

Developing long-term customer relationships

In recent years, rapid advances in technology have led to the growing importance of information and communications technologies (ICT). Information and communications technologies have...

Building a local retail strategy

In the 21st century, consumers really do matter and businesses that wish to prosper must address their needs. This case study illustrates the high...

Customers, process and people

Customer service describes the activity of identifying and satisfying customer needs and, over time, exceeding customer expectations. This case study focuses on how Standard...

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...

How market research supports the new product development process

Market research is the process by which businesses find out about customers' needs, wants and desires. It makes possible the successful development of new...

Market research and consumer protection

The UK government set up the Food Standards Agency (FSA) in 2000 by Act of Parliament. It is a non-ministerial government department. This means...

How market research helps Portakabin to remain at the cutting edge

For over 45 years, Portakabin has been producing modular buildings that can be constructed quickly and simply. The business was founded in 1961 by Donald Shepherd....

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...

Responding to an emerging market

'The industry as a whole is under-achieving.' This was the verdict of the Construction Task Force, led by Sir John Egan, in July 1998....

The marketing process

McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its...

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...

Sky and the digital revolution

Television is moving into a radical new era, heralding the most exciting televisual developments of your lifetime. Increasingly viewers will take charge of their...

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...

Successful products successful solutions

This case study focuses on the launch of a new cleaning product by the multinational organisation, Amway. It considers some of the processes which...

Developing a uniform global marketing presence

It is easy to think of global products and brand names: Coca-Cola, Mars, and Nestlé are obvious examples in the food and drink line,...

Developing new products

Mr King C. Gillette devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into...

Injecting new life into the product life cycle

Injecting new life into a brand The Polo mint is a British institution - 'The mint with the hole'. Everyone is familiar with Polo and can clearly...

Kit Kat revitalising a brand leader

All products have a life-cycle. It starts with preparations for the product's launch, followed by the launch itself. Some products are an immediate success;...

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...

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...

Creating consumer demand for SKY TV through sports

Successful marketing involves providing consumers with the goods and services they require, where they want them and when they want them. In this country,...

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...

Segmentation

Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has...

Using global segmentation to grow a business

Today we live in a global community as global citizens where we have become increasingly conscious about sharing the planet with people from other...

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...

The use of social media in promotion

What do the words ‘National Trust’ mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but...

Pricing the product

Pricing is one of the most important decisions made by any business organisation. Economists use the term market clearing price to identify a price...

Creating the right marketing mix

Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix...