Tag Archives: Consumers

Case Study for American Tire Distributors

American Tire Distributors (ATD), headquartered in Huntersville, N.C., is the largest replacement tire distributor in the United States.The company’s success is no accident. In fact, ATD is growing at the rate of 10-20 percent annually, partly through aggressive acquisitions, and partly via organic growth, including the expansion of its Tire Pros franchise operation. ATD has also recently launched an Internet-based tire storefront. The site allows consumers to select tires directly from the ATD inventory; when they purchase tires, the sales are channeled through local ATD retail partners for processing and delivery. Read further about American Tire Distributors

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A Case Study on Mobile Commerce Forecast: 2011 to 2016

Mobile commerce is expected to reach $31 billion by 2016. While this represents a compounded annual growth rate of 39% from 2011 to 2016, mobile commerce is only expected to be 7% of overall eCommerce sales by 2016. While more consumers will purchase more products and categories on their mobile devices over time, retailer investment in the mobile channel continues to remain modest as companies struggle to value the ROI around mobile investments and they cautiously navigate many difficult questions such as how many devices to bet on, whether to partner with third parties, whether to develop an app, how to integrate mobile into store operations, and how to value the impact of mobile on overall sales. Click here to read more…

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A Case Study on Market Segmentation

Forget nanotechnology. It’s Nana-technology (that is, grandmother-technology) that will make a big impression on this market. Marketers are beginning to recognize the need to redo product lines to accommodate the massive number of seniors who are about to cross the retirement threshold. Consumers are already beginning to see phone with larger numbers on their key pads, digital hearing aids to make music easier to listen to, programmable pill dispensers, and GPS systems that display. Click here to read more…

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A Case Study on Building Sustainability Into the Heart of a Brand: Procter & Gamble

Consumers can change their behavior if they are reassured about the cleaning performance of their products and if there are direct and broader benefits the consumer can easily perceive and for which independent reassurance is provided. There is clear evidence that P&G’s customers have taken the message and are washing at reduced temperatures without compromising on cleaning performance or convenience, while saving energy, money and reducing their ecological footprint. For P&G, Ariel Coolclean’s campaigns have strengthened brand loyalty, increased its consumer base, and further positioned P&G as a sustainable innovation leader. Click here to read more…

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Case Study on AES

The business case: Faced with annual electricity non-technical losses from illegal connections to its electricity distribution lines, AES engaged the low-income communities of Caracas ‘s shantytowns to convert illegal consumers of electricity into paying customers by improving the relationship between the company and the communities, improving service quality, and introducing innovative distribution and billing practices. The company reduced electricity losses from 18% in 2004 to 15% in 2006 and increased its customer base by about 30% in two years. Click here to read more…

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A Case Study on Wild Oats Inc

Wild Oats is pursuing a market penetration strategy. Its private label brands are increasing at a steady rate and many different retail channels are being employed to reach new consumers and increase brand awareness. Despite a troubled credit rating, the company will also open ten new stores and refurbish six existing sites this year.

Prior to 2006, the company was focused on consolidation – a SKU rationalization program to eliminate slow-moving products, the closure of 17 underperforming stores, a focus on increasing sales at existing stores, and a company-wide effort to increase consistency and controls. At this time, the company was striving to be the low-cost differentiator in the health food space. This is evident in the claims that Wild Oats offered better products at better prices than Whole Foods, its top competitor. Click here to read more…

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Case Study of Jameson

Jameson has posted double-digit growth for 10 consecutive years, but the Irish whiskey brand’s most recent success has come with a greater degree of difficulty. For one thing, traffic in bars and restaurants is significantly down this year, which would normally pose a huge problem for a brand that draws 40% of its sales “on-premise.” But Jameson’s sales in bars and restaurants have risen an astonishing 20% — a payoff from the brand’s inroads with the affluent young professionals least affected by the recession.Then there’s the price point.

At about $20 for a standard bottle, the brand falls squarely in the high-end premium category being squeezed by consumers, who are either trading down to cheaper stuff en masse, or clinging to super-premium labels as one of the last true indulgences they can still afford. And yet Jameson’s retail sales this year were up an astonishing 28% through August, according to Nielsen. The brand’s gravity-defying sales have their roots in a long-running word-of-mouth effort that dates back to the 1990s, when the bulk of the brand’s spending went into selling bartenders, wait staff and wholesalers on its merits…
Click here to find out more about Jameson

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Case Study for Canon NZ

Canon New Zealand provides office products, copiers, and printers to a wide range of businesses. To continuously improve service levels, Canon New Zealand decided to streamline its communications and improve operations for its mobile technical workforce. The company implemented a Windows Mobile® 5.0 environment, and with the help of Microsoft® Gold Certified Partner Orbiz, deployed a solution that helps manage its dispersed mobile workforce…

Situation: Canon New Zealand (Canon) delivers office automation and printing solutions to businesses throughout New Zealand. First established in New Zealand in the early 1960s, the company started by offering camera products and has expanded into an integrated provider of office solutions for businesses and consumers. Read further on Canon NZ

[youtube http://www.youtube.com/watch?v=bYxsi1L5cRM&w=560&h=315]

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Case Study for Brand Identity

Britannia has re-launched its popular glucose and cream biscuit brand Tiger, with a new look and proposition. The biscuit brand now comes with a promise of being a growth nutrients provider. It sports a new brand identity and packaging, conceptualised and designed by Elephant Design.

When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers

– Ashwini Deshpande, Founder-Director, Elephant.

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[youtube http://www.youtube.com/watch?v=05tfwVWQjqk&w=420&h=315]

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