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Marketing Case Studies by topic
Branding strategies to create value
The ultimate aim of any business is survival. At least five groups want to see a company not only survive but flourish: its shareholders,...
Creating an entrepreneurial partnership
Cosmetics is a huge and fast growing industry comprising fragrances, traditional cosmetics, beauty and skin-care preparations as well as many different hair care and...
Building a single brand
We are all familiar with Coca-Cola, Nike, Heinz, Shell and many other strong global brands. But what is a brand? Someone once described brands...
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...
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...
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...
A focus on customer service
Over recent years many changes have taken place in traditional service organisations. There have been many reasons for these changes. Some have been brought...
Building sound customer relationships
Royal & SunAlliance is one of the world’s major insurers, with operations in around 50 countries it carries out business in over 130 countries....
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 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....
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...
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....
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...
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...
Developing a marketing plan
The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911...
Increasing brand awareness through social media communications
Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its unique brand is recognised across the world....
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...
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...
Relaunching a product
Food manufacturing is becoming increasingly competitive. Consumers can now choose from a wide variety of products. Choice and price competition means that manufacturers can...
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 Mars, and instantly recognise the product by...
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,...
An enterprising approach to a marketing re launch
Enterprising businesses must be able to re-invent themselves and their products. This is because consumer expectations change over time and other elements of the...
Extending the product life cycle
Businesses need to set themselves clear aims and objectives if they are going to succeed. The Kellogg Company is the world's leading producer of...
Linking promotional activity to the product life cycle
Most large companies produce a variety of goods and services designed to meet consumers' needs and requirements. Consumers' expectations and requirements change over time,...
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...
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...
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 consumers of cereal in the world, second...
The vital role of sales at Kraft Foods UK
Kraft Foods Inc. is the world's second-largest food and beverage company with revenues in 2005 of over $34 billion. Kraft Foods is classified as...
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,...
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...
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...
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...
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 in action
In 1895 in Czechoslovakia, two keen cyclists, Vaclav Laurin and Vaclav Klement designed and produced their own bicycle. Their business became Skoda in 1925....
Entering a new market with a new product
Decision-makers within organisations need to look into the future. As they do so, their thinking should focus on their customers. These should include existing...
The Marketing Mix in the food industry
McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and Andrew. McCain Foods is now the largest chip...
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...