Marketing

Branding

Creating value brand management

The environment in which an organisation competes will provide both opportunities and threats that influence its long-term...

Building a fashionable brand image

Perceptions are the ways in which consumers see and interpret information about objects such as brands and...

Branding strategies to create value

The ultimate aim of any business is survival. At least five groups want to see a company...

Revolution in retailing

The use of technology in the retailing environment has created a massive change in expectations about how...

Competitive Advantage

The Freeserve solution

The Internet is a rapidly growing medium which enables people all over the world to share information,...

Developing a competitive edge

Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl...

Customer Focus

Developing customer focus

In the business world of the 1990s organisations cannot afford to remain still. Only 32 of the...

Building a local retail strategy

In the 21st century, consumers really do matter and businesses that wish to prosper must address their...

Building sound customer relationships

Royal & SunAlliance is one of the world’s major insurers, with operations in around 50 countries it...

Developing long-term customer relationships

In recent years, rapid advances in technology have led to the growing importance of information and communications...

International Marketing

Poland a developing market

Why did Cadbury Schweppes choose Poland as its point of entry into the Central and Eastern European...

Market Research

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...

How market research helps Portakabin to remain at the...

For over 45 years, Portakabin has been producing modular buildings that can be constructed quickly and simply. The business...

Providing a customer centric service

Zurich® is a major financial services group that was founded in 1872. Its headquarters are in Zurich, Switzerland....

Market research and consumer protection

The UK government set up the Food Standards Agency (FSA) in 2000 by Act of Parliament. It...

Marketing Planning

Social marketing in the new millennium

There is a growing consensus within society that companies should take a more active and structured approach...

Developing a marketing plan

The NIVEA brand is one of the most recognised skin and beauty care brands in the world....

The marketing process

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

Responding to an emerging market

'The industry as a whole is under-achieving.' This was the verdict of the Construction Task Force, led...

Marketing Strategies

Refocusing a product

In May 2001, at the Sony Radio Awards, Radio 2 was named Station of the Year for...

Developing competitive marketing strategies

All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor...

Cause marketing Vodafone’s partnership with the National Autistic Society

Successful companies act as role models to other businesses and the wider community. To achieve this role...

Identifying and creating new markets a new strategy for...

Nearly everyone is aware of Intel. It is the world's fifth most valuable brand valued at around...

Product Launch

Getting the right message across the relaunch of Mars

The Mars bar is part of our cultural heritage. Our parents and grandparents were brought up with...

Re generating a mature market

Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and...

No 7 the relaunch of a brand

When a new product is launched, which is subtly different from existing brands and the new arrival...

Partnership in action

Business organisations prosper in proportion to their ability to add value to products. The value which they...

Product Life Cycle

Extending the product life cycle

Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg...

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...

Maintaining the competitiveness of a global brand

Founded in Ada, Michigan in 1959, Amway has become one of the largest 'Direct Selling' companies in...

Reshaping a well known brand

Consumers make many different buying decisions every day. It is important that large companies developing products for...

Product Portfolio

Achieving growth through product development

A main source of business growth is through product innovation. New products often come from ideas. These...

Promotion

Using promotion to boost sales and brand value

How much cereal do you eat? Who makes most of it? The British are almost the biggest...

Sponsoring the Nationwide Football League

Every day consumers come across a wide range of product names, images, stimuli and information which appear...

Engaging consumers through word of mouth marketing

In today’s society, consumers are bombarded with promotional  messages from organisations. Consumers receive these messages when they...

The making of a box

This case study examines the means by which the Jefferson Smurfit Group’s basic product – the box...

Segmentation

Using global segmentation to grow a business

Today we live in a global community as global citizens where we have become increasingly conscious about...

Focusing on a brand product range

Amway is a global company which has built its success on direct selling. Direct selling is different...

Honour the past invent the future

BIC® is one of the global brands whose brand name is closely associated with the company's products...

Segmentation

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