Some Success Stories (1) The divisional leadership of a major banking group became worried when it was established that a smaller bank used the trade mark name of one of the clients most innovative and profitable products in correspondence with prospective clients. This was not seen as a breach of copyright laws, but also the fear was created that a product of a similar nature could prove highly competitive, especially in relation to the emerging African market. The brief was to establish the nature of the product, its present and prospective chances of success and the existing penetration of the market with special emphasis on the possible market segments already penetrated or vulnerable to penetration. Our research concentrated on secondary literature investigation, Internet searches and face-to-face interviews with middle management personnel of the competing bank. It became obvious after the completion and submission of the report that the product under investigation was completely different from the one operated by the client and there was only a slight name similarity between the two. (2) A leading banking institution was very interested in acquiring knowledge regarding the savings and spending patterns of African young, gainfully employed people in the 25-30 age category and the 5-6 LSM group. Their brief was that the research must concentrate on these groups only via purposive sampling techniques as a product for this specific African emergent target market was in preparation. Four groups in these designated target segments were identified and participated in well-structured focus groups. This was done in relation to their spending and savings patterns, participation in clubs and societies, asset allocation and bank preferences. Ideas and exchange of opinions were also thrown around regarding the envisaged product. Our company's report suggested various and serious alterations regarding the nature, branding, positioning and design of the product. It thus saved the client possibly millions of rands in the process. (3) A leading company in the service industry introduced a new product on the market .Its very strong competitor is in an almost monopolistic position within this market. The marketing and strategy department of the client was interested in the positioning, branding and marketing of the product, based on the strengths and weaknesses of the competitor. Further penetration of the market was the ultimate aim. Our company produced an evaluation report of this particular service in international comparative terms first. Then, through telephonic interviews, thorough analysis of press reports and interviews with staff in both companies, we identified their weaknesses and strengths at all levels of branding, service, delivery, organisation and logistics. Serious background analytical work was also undertaken on the client's new target markets. In our final report to the client the comparative advantages of their product were identified clearly, as were the relative strengths and weaknesses of the competition. At present our client's service/product has been growing by leaps and bounds without extravagant marketing campaigns. (4) A leading advertising company in Kwazulu- Natal approached CRC with a very unusual request - to test the specimen of a newly-designed product of a national banking group amongst three different LMS groups within the African community in a space of only three days. A report was to be produced on the interviewees' attitudes, opinions, perceptions and feelings regarding the design, colour, appeal and attractiveness of the specimen. After the interview schedule was approved by the client, two hundred and fifty people were interviewed in the designated sections of Durban's various townships by ten highly skilled and experienced interviewers. The analysis of results revealed several significant and far-reaching points and conclusions, which were included in the final report. This was delivered in less than three days. The product is an undisputed market leader in its category at present. (5) A leading service group with a wide variety of social responsibility programmes in African communities briefed our company to explore and monitor the success or failure of their endeavours and generosity, the effect on people's lives and a thorough needs assessment of the surrounding communities for future projects. The project was a challenging one as a vast geographical area was to be covered. Person to person interviews with beneficiaries, community leaders and community members affected by the programmes, as well as focus groups were helpful in producing a final report which proved to be an eye opener for the initiators of the research. The research report identified a good number of branding, marketing and strategic opportunities for the client, which were completely overlooked for many years. Suggestions and recommendations accompanied regarding the findings as well the existing and future opportunities were presented in the final report. As a direct result of this final report the client has over these years devised new branding and advertising strategies intertwined with these highly successful programmes.