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Marketing Strategies
Subscribing to broadcasting success
BSkyB will primarily be remembered as the company which changed the face of UK broadcasting, through reflecting our changing lifestyles as we move towards...
Creating a market
In 1950, Bernard Matthews bought 20 turkey eggs and an old incubator - a total investment of £2.50. Today, Bernard Matthews is a multi-national...
Within an arm’s reach of desire – global marketing
Global marketing has become a reality, the product most representative of this process is Coca-Cola's Robert Woodruff, former chairman of The Coca-Cola Company stated...
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...
How Mars transformed the ice cream market
There is a substantial ice cream market in the UK. In recent years it has been transformed by the development of new product lines...
Partnership through sponsorship
Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions. If it had not been for corporate...
Direct marketing
Life in Western economies today is often said to take place in ‘a consumer society.’ The beginning of the ‘age of the consumer’ is...
Building brand equity at Heinz
Organisations should learn from the past but not live in the past. This case study focuses on the way in which Heinz decided to...
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...
The repositioning of Hobnobs
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 a business in Europe
Over recent years, the changing political, social and economic environment has created a different type of competitive situation for European companies. The pace of...
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...
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...
Developing competitive marketing strategies
All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor amendments to regulations or a new firm...
Developing products and services to meet market demand
Intelligent business organisations understand the 'fit' between their products and their markets. Over time, companies develop strengths that need to be developed in a...
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 model status they must be committed to...
Identifying and creating new markets a new strategy for a global leader
Nearly everyone is aware of Intel. It is the world's fifth most valuable brand valued at around $35 billion. Most of the world's personal...
Marketing strategy for growth
Businesses must respond to change in order to remain competitive. Developing appropriate strategies which allow them to move forward is essential. Wilkinson is a...