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| Tekijä: | Wellan, D. M. Ehrenberg, A. S. C. |
| Otsikko: | A successful new brand : Shield. |
| Lehti: | Journal of the Market Research Society
1988 : JAN, VOL. 30:1, p. 35-44 |
| Asiasana: | BRAND CHOICE NEW PRODUCTS TOILETRIES INDUSTRY CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A case history is presented examining Unilever's highly successful launch of its new toilet soap Shield in the UK. Keys to assessing consumer acceptance of a new product are discussed. New-brand prediction models are described and compared. Unilever's action is analyzed in detail. Data are presented about cumulative penetration and repeat-buying. The average purchase frequency is measured. The success of Shield is compared with that of the other brands. Brand positioning is examined. Shield was found to behave like an established brand right from the start in terms of cumulative penetration, repeat-buying, and sole buyers. Ideas are summarized for future research. |
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