Consumer Insight for Improved Nutrition

2017 ◽  
Vol 2017 (1) ◽  
Author(s):  
Hannah E Theobald
Keyword(s):  
Consumer Insight

Under Armour: Creating and Growing a New Consumer Brand

2018 ◽  
pp. 1-11
Author(s):  
Brian Sternthal ◽  
Prashant Malaviya
Keyword(s):  
Third Party ◽  
New Markets ◽  
Cultural Attitudes ◽  
Market Growth ◽  
Brand Development ◽  
The Face ◽  
Consumer Insight ◽  
New Consumer ◽  
Brand Heritage

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

A RECIPE FOR CONSUMER INSIGHT

2018 ◽  
Vol 28 (2) ◽  
pp. 104-108
Author(s):  
Emily M. Moscato
Keyword(s):  
Consumer Insight

A family-enterprise collective certification trademark: consumer insight

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Maria Nikodemska-Wolowik ◽  
Piotr Zientara ◽  
Anna Zamojska
Keyword(s):  
Family Business ◽  
Design Methodology ◽  
Family Firms ◽  
Research Work ◽  
Strong Relationship ◽  
Content Type ◽  
Family Enterprise ◽  
Negative Perceptions ◽  
Consumer Insight ◽  
Practical Implications

PurposeThe purpose of this study is to find out how consumers respond to a proposed family-enterprise collective certification trademark and how they perceive family firms in general.Design/methodology/approachThe paper employs a quantitative approach. It draws on a questionnaire survey conducted among 1,091 Polish consumers in January 2018. Statistical methods, such as exploratory factor analysis, were applied.FindingsPolish consumers responded positively to the proposed trademark. It also turned out that those who pay attention to the producer or the brand owner in a given sector also pay attention to the symbols placed on products or services from these sectors. There was a strong relationship between consumers' positive perceptions of family firms and their assessments of the proposed trademark. This did not extend to negative perceptions. The findings from this study may be generalisable to other post-communist societies.Practical implicationsFamily firms should redouble their efforts to introduce a family-enterprise collective certification trademark (not only in Poland, but also in those countries where such a trademark is non-existent). This should be handled by umbrella bodies for family business.Originality/valueLittle research work, based on a large and representative sample, has so far focussed on the issue of how consumers respond to a family-enterprise identity. The value of this study lies in deepening understanding of the processes and mechanisms that underlie the organisation–consumer relationship within the context of family-enterprise operation.

KNOWLEDGE-BASED APPROACH TO CONSUMER INSIGHT: THE CASE OF CATI-BASED DATA COLLECTION IN CROATIA AND DISCUSSION OF ITS REGIONAL IMPLICATIONS

2009 ◽  
Vol 11 (2) ◽  
pp. 173-181
Author(s):  
JURICA PAVICIC ◽  
NIKSA ALFIREVIC ◽  
KRESIMIR ZNIDAR ◽  
ANDREA SORIC ZELINSCEK
Keyword(s):  
Data Collection ◽  
Knowledge Based ◽  
Consumer Insight

J. Walter Thompson: the origin and development of account planning

2019 ◽  
Vol 12 (1) ◽  
pp. 173-191
Author(s):  
Cristina Sánchez-Blanco
Keyword(s):  
Corporate Culture ◽  
Future Research ◽  
Content Type ◽  
Planning Approach ◽  
Planning Tools ◽  
Duke University ◽  
Consumer Insight ◽  
Account Planning ◽  
The Impact ◽  
Depth Interviews

Purpose This paper aims to clarify whether J. Walter Thompson (JWT)’s planning and research tradition gave rise to the concept of Account Planning. In addition, it seeks to analyse the different planning methodologies that preceded Account Planning to highlight how it emerged at JWT London. A further goal is to understand the impact of Account Planning, which sought to achieve effective advertising through detailed consumer insight and has transformed the multinational JWT as a whole and the advertising sector in general. Design/methodology/approach The methodology is based mainly on the analysis of primary research conducted on original files donated to Duke University Library (North Carolina, USA) by the multinational J. Walter Thompson. Findings Account Planning emerged in 1968 in London as a consequence of the research and planning tradition that already existed at JWT. JWT’s corporate culture established the importance of the Account Planning approach that was valued by advertisers and spread to all offices. The planning tools used by the multinational today are updated versions of those that were designed from 1960 onwards. Research limitations/implications The historical approach taken here precludes an analysis of the current reality of Account Planning. In future research, it would be useful to carry out in-depth interviews with professionals to explore how they apply planning tools that represent updated versions of those that were developed 50 years ago. Originality/value This paper’s main interest lies in the fact that it is based on original, unpublished sources, an approach that makes it possible to reassess previous findings.

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