The search for focus - brand values across Europe

Article Abstract:

The Land Rover brand, which is made up of Defender, Range Rover and Discovery, is seen by the Rover Group as a cluster brand offering three very different vehicle experiences. There is a clear brand: product relationship, with Land Rover products benefiting from the strength of the Land Rover brand. Land Rover has over recent years been operating a programme of continual brand monitoring research, and this has shown that Land Rover is to a large extent a very focused brand.

Motor vehicles and car bodies, Utility Vehicles, Light Truck and Utility Vehicle Manufacturing, Analysis, Marketing, Product management, Sport utility vehicles, Land Rover UK Ltd.

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The 'Heavyweights' - forecasting the obesity market in Europe for a new compound

Article Abstract:

Eli Lilly and Co has undertaken pioneering market research to allow it to predict the value of a prescription weight loss product in Europe using only promotion to physicians. A 'diary' technique was used, with physicians being requested to keep a written record on their patients for two weeks. The results of this research have been of considerable value to Eli Lilly in making strategic decisions.

Eli Lilly and Co., LLY

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'Through the looking glass' - primary research in multi-country forecasting

Article Abstract:

Janssen Pharmaceutica undertook a case study with patients and physicians in four different countries in 1994 to gain information about the potential of several new possible line extensions. The company was able to use the research to prioritise the range of opportunities which existed and to identify the impact of the existing brand. It is now undertaking further research of this kind.

Drugs & Pharmaceuticals, Pharmaceutical and Medicine Manufacturing, Drugs, Janssen Pharmaceutica N.V.

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