Using new product development to grow a brand
Source:
Times 100 Abstract:
In a rapidly changing and competitive business environment, it is not easy to predict:
How market research supports the new product development process
Source: The Times 100
Abstract:
Market research is the process by which businesses find out about customers' needs, wants and desires. It makes possible the successful development of new products.
This study shows how an international company, Beiersdorf, combines market research with new product development on its NIVEA Deodorant brand to provide exciting new products that better meet consumer requirements.
Developing products and services to meet market demand
Source: The Times 100
Abstract:
This case study examines how Portakabin, specialised in producing modular buildings has developed new products in response to growth in its existing markets.
In particular, it focuses on Portakabin WardSpace accommodation: an efficient way of meeting the increasingly demanding and highly specific requirements of the healthcare industry.
Developing competitive marketing strategies
Source: The Times 100
Abstract:
All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor amendments to regulations or a new firm entering the market as a 'small player'. At other times, however, changes in the environment may have important consequences for an organisation eg new technologies, changing consumer tastes or a merger between two large competitors.
This case study illustrates how Amway, after analysing its business operations and performance, moved its business forward by choosing an appropriate marketing strategy. It demonstrates the connection between Amway's own strategies and the defining matrix of strategies developed by Ansoff in his article 'Strategies for Diversification' published by the Harvard Business Review in 1957.
Bringing an innovative product to market: Assure®
Source: The Times 100
Abstract:
Few markets remain in the same state for long. In some cases consumers needs change with some companies choosing to respond. Depending on the nature of the industry, it may or may not be beneficial to be the first to respond. If the innovation is particularly difficult to produce or market, other companies may gain by learning from the mistakes of the innovator. So, being the leader brings risks as well as the prospect of rewards.
This Case Study looks at how Corus has responded to a particular need in its own market and the steps it is taking with a view to achieving success.
Branding: An important aspect of any Retail Business
In today’s world, when markets are flooded with lots of brands and retail stores selling the same stuff, it has become crucial for the retailers to create their own identity and register a presence in consumer’s mind. Distinctive positioning within their marketplaces i.e. their target segment is very important.
So, what a retailer can do to make his store stand out amongst the crowd. Here, is a list of some key things which a store owner must keep in mind while designing its brand strategy:
Online Branding? Yes Sir
Yes Sir No Sir was just a brand created on the Internet with the sole purpose of measuring the resonance of an online brand. And it left a lot of campaign managers wondering what they need to change in their campaigns.
The folks at Dynamic Logic, who created the brand, have every reason to be happy. By creating an online-only brand they managed to quantify the unquantifiable -- the isolated branding effect on the Internet. Their idea came from a spoof billboard campaign in the 80's, when the demand for billboard advertising began to fall. An advertising firm back then created the fictitious brand to show the power of billboard advertising.
