Marketing: Marketing Case Studies

Presents a case study related to the pre-paid travel card--the American Express TravelFunds Card, conducted by Datamonitor PLC, a premium business information company specializing in industry analysis. Introduction of the TravelFunds card in the U.S. in October 2003 by American Express Co., the global leader in traveler's checks; Focuses on business volume of prepaid travel cards; Strengths of prepaid cards; Security issues as reasons for people to get into using the card, despite the high costs associated with it.

Presents information on Banca Lombarda SpA range of prepaid cards. Launch of the multi-function prepaid card that guarantees maximum security in the second half of 2002 in Italy; Facilities provided for the card to be recharged from any Automated Teller Machines (ATM) cash point or branch in the Banca Lombarda Group; Use of prepaid cards to prevent fraud and theft; Offer of the card as a good alternative to carrying out cash, since they are suited to low value transactions; Market potential for convinient alternatives.

After years of poor sales, Burger King has turned its business around and now enjoys healthy business growth. This case study looks at how the company did this by refocusing its marketing towards the Superfan, namely young adult males who have a penchant for fast food.[

Provides information on Esure and First Alternative, motor insurance groups based in Great Britain. Factors behind the success of Esure including its policy of insuring drivers with four or more years no claims discount and its commitment to spending on promoting its brand; Marketing campaigns launched by Esure; Obstacles that prevent First Alternative from making a significant impact in the motor product area such as low consumer awareness and the lack of an established brand.

The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe.