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Sponsoring the Nationwide Football League

Every day consumers come across a wide range of product names, images, stimuli and information which appear in many different formats - in the...

The Absolute. Tour

Companies are finding it more difficult to demonstrate product superiority or product differentiation over competitors. Customer service is an area that offers almost endless...

Using IT in sales and marketing

The Internet is a powerful means for organisations to communicate with customers. A well constructed website enhances marketing and selling activities. Marketing is concerned...

Who dares wins success through intelligent risk

A story of global success No study of business success in the twentieth century would be complete without mentioning Coca-Cola. Coca-Cola is the product which...

Coca-Cola and sports partnership through competition

The importance of image Our image is the way in which others see us. People quickly form opinions about us from the way we dress,...

Making the world’s best-known product

How is the most widely recognised product in the world made? How are the required quality standards met for every single unit of that...

The rebirth of Skoda

This case study looks at the turn-round in the fortunes of Skoda which has come about through investment in new technology, management training, product...

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,...

Creating and managing a unique sponsorship

On 18th March 1997 Royal & Sun Alliance Insurance Group plc announced that it was to sponsor Tracy Edwards MBE and an all women...

The power of love

On the 7th December 1992, 30 million viewers watched episode 12 of the Nescafé Gold Blend saga in which the hero Tony told Sharon...

The role of PR in changing perceptions

Few consumers buy products at random. This is particularly true for durable products, such as washing machines, freezers and cars, which are likely to...

The effectiveness of an advertising campaign

Johnson & Johnson (J&J) is well known in the United States and the UK for its Johnson’s Baby® brand. By the 1990s, the company...

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...

Transforming the marketplace

The Internet has been around since 1969. It started as a defence network that linked the computers of a few researchers and military bases....

Targeting sponsorship within a specialist market niche

The financial world used to be straightforward for consumers. They knew where to go and who to ask for the financial products they needed....

Building the future of English football

The Football Association is a unique organisation. It has no shareholders, it is not tasked with making a profit, it does not manufacture a...

Using advertising to connect with consumers

Advertising is a tricky business. Successful advertisers are those who, over the long term, make the fewest mistakes. No matter how well an advertisement...

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...

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