From hearses to horses: launching the Volvo 850

Article Abstract:

The strategic role of market research for product positioning was discussed using the positioning and launching of Volvo AB's Volvo 850 as a case in point. Volvo employed exploratory positioning research, static/driven clinic and advertising assessment when it launched the Volvo 850 in 1992. The Volvo 850 is a high-quality, high-performance large saloon car which retained some external features of older Volvo models but was unique in many respects. It was shown that Volvo recognizes research as a management tool which makes significant contributions to business operations.

Motor vehicles and car bodies, Automobile industry, AB Volvo, Product differentiation, Volvo 850 (Automobile)

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Music making in Great Britain

Article Abstract:

The market for instrumental music services in the UK used to be driven by suppliers but is now oriented towards consumers who are free to make decisions about whether to learn to play and what instruments to play. A market-led approach to music provision is thus needed, with market research deployed to direct how music education in the country will proceed. The Associated Board of the Royal School of Music is one of the first to use market research for strategic marketing, new product development and lobbying activities.

Schools & educational services, not elsewhere classified, All Other Miscellaneous Schools and Instruction, Education Services NEC, United Kingdom, Educational services industry, Study and teaching, Music, Instrumental music

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Luck had nothing to do with it. Launching the UK's largest consumer brand

Article Abstract:

The combined efforts of Camelot Group PLC and Research International in marketing research resulted in a model designed to replicate the market conditions during the launching of UK's National Lottery. Their research included a forecast for the sales potential of the lottery, which aided Camelot in evaluating commercial feasibility and in drafting its business plan and marketing approach. The extensive research was an important factor in Camelot's selection as the franchisee for the National Lottery.

Lotteries, Other Gambling Industries, Analysis, National Lottery

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