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Marketing Case Studies by topic
Development of the Dr. Martens brand through trade mark protection
Branding of a product is important for both buyers and sellers. For buyers, branding reduces the random nature of product selection. It helps them...
How a brand promise drives change in a multinational organisation
Philips was established in 1891 and made lightbulbs - a simple product. Throughout the years the company increased its portfolio into technology products that...
Supporting superbrands: The Role Of High-Tech Suppliers
Producers of internationally known high performance products depend heavily on their materials and components suppliers. These suppliers are the unsung heroes that lie behind...
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...
Building a local retail strategy
In the 21st century, consumers really do matter and businesses that wish to prosper must address their needs. This case study illustrates the high...
Responding to changing customer requirements the drive towards wellness
Consumer research shows that people are looking to adopt healthier lifestyles. Newspapers and television channels bombard us with health information and messages about the...
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...
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...
Using market research to improve consumer focus
Not so long ago, many organisations were quite prepared to take production decisions without any proper analysis of their market. Sometimes decision-makers hit on...
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....
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...
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...
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...
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...
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...
Growing a brand through portfolio management
Each day, the average consumer makes many decisions and choices about products and brands. When doing so, he or she identifies products in a...
Building a photographic system around the user
In its simplest form marketing answers the question - What does the customer want to buy? A key definition of marketing is: Marketing is...
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...
Reshaping a well known brand
Consumers make many different buying decisions every day. It is important that large companies developing products for the consumer market-place understand the many factors...
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...
Revitalising a valued character
Powerful images stay in people's minds. Innovative technologies offer new ways of projecting images, and the messages they help to convey. As a result,...
The making of a box
This case study examines the means by which the Jefferson Smurfit Group’s basic product – the box – is designed and manufactured, considering the...
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....
Segmentation
Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has...
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,...
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...
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...
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....
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...
Meeting customers’ needs in growth – markets online gaming
Development of broadband markets
Companies like BT that build communication networks must also develop their markets in order to earn a return on their investment....
Live breathe and wear passion
Have you ever heard of passion in the marketing mix? How about people? Those two Ps never seem to figure alongside the famous four...
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...