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Marketing Case Studies by topic
Hula Hoops emphasising the core values of the brand
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 brand leader
In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never...
Creating and launching a new product range
When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having...
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...
Identifying customers and meeting their needs
Marketing is about making sure that a business is providing the goods and services that customers want. It involves identifying and anticipating what consumers...
Developing customer focus
In the business world of the 1990s organisations cannot afford to remain still. Only 32 of the top 100 of Britain’s biggest industrial companies...
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...
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...
Consumer focused product development
We live in a consumer driven society in which the choices made by ordinary people play a large part in shaping decisions made by...
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...
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...
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...
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...
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...
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....
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...
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...
Indian Ready Meals – Partnership in action
Business organisations prosper in proportion to their ability to add value to products. The value they create is measured in terms of consumer satisfaction....
Re generating a mature market
Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and grow, eventually the market will mature and...
Launching a new cinema
A successful business strategy sets out the long-term direction for an organisation and allows it to respond to the changing business environment in which...
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...
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...
Long term maintenance of a classic brand name
Kit Kat was launched in 1937. Since then, it has consistently been one of the best selling chocolate bars on the market and has...
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...
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...
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...
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...
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,...
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...
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,...
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....
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...
Leading a revolution in banking
Changes in society, markets and economies have intensified the need for most organisations to be more and more innovative with the products that they...
The use of the marketing mix in product launch
NIVEA is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold...
Meeting customers needs
Travis Perkins plc is one of the leading UK building and plumbing merchants. The company operates using a number of different brand names. These...