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<<12345678910>> Total results:1931 References Per Page:

The Power Of Digital Is Driving Coca-Cola’s “Consumer-Centric” Strategy

June 15, 2018: 12:00 AM EST

At the Consumer Goods Forum in Singapore recently Coca-Cola CEO James Quincey emphasized his company’s commitment to a digital and ecommerce future when he noted that digital will put Coke products “within a click’s reach of desire.” He cited as evidence what’s happening in China, where there are four times as many mobile users as in the U.S., and “rapid and exponential growth” in digital technologies is driving change in Asia’s beverage industry. Quincey said the strategy of creating a consumer-centric product portfolio is based on making Coke products a part of peoples’ lives by offering the brands they want in the package sizes they prefer. Digital tools will make that happen.

"Coke should be ‘within a click’s reach’ of consumers, CEO says", FoodBev.com, June 15, 2018, © FoodBev Media Ltd
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P&G’s Gillette Struggles As Rivals Boost Distribution, Direct-To-Consumer Offers

June 15, 2018: 12:00 AM EST

Procter & Gamble’s razor brand Gillette is facing increasing pressure as competitors take market share through broader distribution and direct-to-consumer offerings. CFO Jon Moeller outlined these issues and a growth plan for the brand to protect and boost sales. Gillette reportedly holds a 60% share of the $15 billion shave care sector, but rivals like Harry’s and Dollar Shave Club are eroding that. Both have taken their online subscription models into Europe, and Harry’s is also available in major retail chains, including Walmart and Target. P&G responded to the challenge by reducing its prices last year. It has also re-launched its online subscription business, Gillette on Demand, and introduced a number of innovations. Moeller was optimistic on volume trends, with the male shaving category in the US posting volume growth for four successive quarters. He also expects shipment growth to translate into stronger sales as lower prices take effect.[Image Credit: © Procter & Gamble]

Barrett Brunsman, "P&G CFO outlines challenges to Gillette, baby care brands", Cincinnati Business Courier, June 15, 2018, © American City Business Journals
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Voice Faces Significant Barriers As A Marketing And Shopping Tool

June 14, 2018: 12:00 AM EST
Drum Agency chief strategy officer, Dave Randolph, is skeptical virtual assistants will quickly have a massive impact on shopping. He claims technology, notably AI and bandwidth, are too inadequate for consumers to meaningfully interact with voice-activated devices. He also points out that many of the worries raised about voice-shopping – loss of visual cues, ability of Amazon to promote its own products, importance of ratings – are all factors already faced online. He suggests that marketers do not need to ‘fully dive in’ until voice technology advances greatly, becomes more ubiquitous and offers much more significant benefits to consumers.[Image Credit: © Thomas Kolnowski]
David Randolph, "Why voice isn't poised to take over the marketing world — yet", Marketing Dive, June 14, 2018, © Industry Dive
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Grocery Sellers Turn To Tech Firms To Enable Ecommerce Operations

June 13, 2018: 12:00 AM EST

Grocery retailers are partnering with technology companies to improve their online retail operations and capabilities. According to UBS analyst Daniel Ekstein, many traditional food retailers need tech help to manage in-store product replenishment, shopper subscription, artificial intelligence, and even digital assistants. Although retailers own data on shopping habits of customers, they cannot use it as well as big tech companies can to create personalized offers, for example. [Image Credit: © Mediamodifier @ Pixabay.com]

Emma Thomasson, "Why are grocery retailers teaming up with tech giants?", Reuters, June 13, 2018, © Thomson Reuters
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Food Industry Hits Panic Button Following Amazon’s Whole Foods Buy

June 10, 2018: 12:00 AM EST

Amazon.com Inc.’s June 2017 acquisition of Whole Foods Market Inc. for $13.5 billion has prompted rival food retailers to reorganize, reinvent, and recalibrate their business and sales strategies. Whole Foods has seen an increase in sales and delivery following its merger with the online retailer. This is prompting grocery chains to speed up investment plans for delivery and pickup services for their online retail operations. Also, dozens of supermarket companies have entered into agreements with online grocery-delivery service provider Instacart Inc. [Image Credit: © Marco Pomella @ Pixabay.com]

Heather Haddon, "A Year After Amazon Devoured Whole Foods, Rivals Are Pursuing Countermoves", Wall Street Journal, June 10, 2018, © Dow Jones & Company, Inc
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Coca-Cola’s E-Commerce Chief Sees Synergy Between Sales Reps, E-Tail

June 8, 2018: 12:00 AM EST

Sales reps at many companies see e-commerce as a threat to their sales and commissions But Coca-Cola’s system of training and customer segmentation makes e-commerce an asset to sales reps, according to Marta Dalton. For low-volume customers, online buying makes good sense because it only costs $3 to acquire a customer (compared to $50 to $80 to bring in a new customer through a sales call). The real value of e-commerce to a sales rep is the reduction in time wasted on grunt work, freeing the rep to focus on selling, rather than paperwork. E-commerce helps sales reps in areas such as: scheduling appointments; accessing support before, during and after sales calls; and tapping into communication channels that provide B2B services like print, e-mail, search, and social.

Mark Brohan , "Coca-Cola makes e-commerce work for sales reps", Digital Commerce 360, June 08, 2018, © Vertical Web Media LLC
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Strong Traditional Retailers Ready To Compete With Amazon, Study Reveals

June 8, 2018: 12:00 AM EST

Traditional retailers have varying degrees of readiness and capabilities to compete with online retail giant Amazon.com, according to a study by market research firm Edison Trends. According to the report, Macy’s posted the strongest growth in online business in 2018, expanding by 28 percent in monthly order volume since the start of the year. Meanwhile, Sears’s online order volume dropped 25 percent from January to May. [Image Credit: © Gerd Altmann from Pixabay.com]

Elizabeth Winkler, "Winners in Traditional Retailing Are Also Winning Online", Wall Street Journal, June 08, 2018, © Dow Jones & Company, Inc
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Traditional Search Is Still Consumers’ First Choice For Shopping, Not Voice Aides

June 4, 2018: 12:00 AM EST
In a survey of over 1,000 U.S. consumers last month, RichRelevance found that 86 percent of shoppers preferred typical search functions such as search bars over voice assistants like Apple’s Siri and Amazon’s Alexa. Moreover, 72 percent of participants said they would leave the website if it lacked a ‘strong’ search tool, while 80 percent confirmed that they use the search bar exclusively when shopping online. Consumer focus on traditional search also points to the slow integration of voice aides in retailers’ websites. In fact, 70 percent of participants have not used voice assistants yet, with 63 percent of consumers saying that they don’t have faith in industry leaders such as Google, Amazon, and Microsoft. “With many retailers looking to go beyond last-generation keyword-based search, brands and retailers would be best served by focusing on personalization and image search while positioning themselves to win with any developments in voice-based search,” added Mike Ni, chief marketing officer of RichRelevance. Results also show that the Millennials and Generation Z are more familiar with voice aides:  43 percent of younger people have used them compared to just 30 percent of older people.[Image Credit: © Andres Urena]
Elizabeth Doupnik , "Consumers Use Siri, Alexa for Daily Tasks, Not Shopping", Women’s Wear Daily, June 04, 2018, © Penske Media Corporation
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Voice Assistants Used by 20% Of EU Consumers, Set To Grow Strongly

June 4, 2018: 12:00 AM EST
Mastercard Inc. reports that one in five customers in the European Union used voice aides such as Amazon.com Inc.’s Alexa and similar chatbots. Conversational commerce is expected to rise strongly and Mastercard projects that by 2022 it will make up 6 percent ($40 billion) of all online expenditure in the US. Additional research says that 16 percent of EU residents made payments using voice assistants and 7 percent performed banking using the same technology. Voice-powered commerce poses an additional threat to physical stores that are already struggling because of online shopping. But for consumers, voice provides an opportunity for “faster, easier, and more convenient [shopping] experiences,” said Ann Cairns, vice chairman of payments company Mastercard. [Image Credit: © Andres Urena]
Joe Mayes, "Voice Aides Like Alexa Used by 20% of EU Shoppers, Survey Says", Bloomberg, June 04, 2018, © Bloomberg LP
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Chinese Companies Lure Aussie Consumers With Beauty Tech

June 1, 2018: 12:00 AM EST

Chinese cosmetic conglomerate Jala Group is touring Australian cities, in partnership with Alibaba’s e-commerce arm Tmall, to promote its products, including a smart mirror. The augmented reality (AR) tool allows users to take a selfie using an in-built webcam and then shows them how they look with different make-up choices. Users can scan and buy their preferred choices through QR codes that appear onscreen. Jala has built four key brands (Maysu, Chando, Botanical Wisdom and Insea ) over the last 17 years to develop its presence in technology, innovation and design, in partnership with firms in Japan, France and the US.[Image Credit: © JALA Corporation]

Natasha Spencer , "Hi-tech Chinese cosmetics retailer hits Australia", Cosmetics Design Asia, June 01, 2018, © William Reed Business Media Ltd
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NARS And Shiseido Look To Data And AI To Meet Rising Customer Expectations

May 30, 2018: 12:00 AM EST
NARS, and its Japan-based parent company Shiseido, see data and AI-driven personalization as key in their efforts to cater to the needs of an increasingly digital customer base. Benjamin Lord, NARS executive director of omnichannel of global eCommerce, sees the use of data and AI and critical to stand out in an "oversaturated" beauty market that is cluttered with new players (Glossier, Beautycounter) and established brands (Clinique, Estee Lauder). In 2017, Shiseido acquired AI and AR developer Giran, and more recently, artificial skin tech startup Olivo Labs, and personalization solution provider MATCHCo, in order to help NARS and its other brands (bareMinerals, Dolce & Gabbana…) create new personalized products and seamless experiences for their customers. Shiseido looks to be ahead of most companies: mobile and online sales account for 25 percent of its revenue compared to just over 6 percent for the entire beauty industry as a whole. [Image Credit: © NARS Cosmetics]
"NARS Cosmetics Puts Its Best Face Forward With AI, Data", PYMNTS, May 30, 2018, © What’s Next Media and Analytics
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Successful DTC Requires Brands To Offer Solutions

May 29, 2018: 12:00 AM EST
Selling direct to the consumer online remains a huge opportunity for brands, and one that is likely to transform the industry, but brands need to do more than just sell to consumers. Instead, they must offer solutions to their specific needs. Glossier, in the cosmetics category is a good example of how brands should rethink their consumer relationships. The brand is positioned strongly towards millennials, focusing on social media to build engagement by offering a sense of community and personalization, and by offering solutions. It has on offline store, in New York, geared to encourage visitors to share their experience online. The growth Glossier and other dynamic are generating demonstrates the potential impact of a better consumer focus.[Image Credit: © Glossier]
Mark Osborn, SAP, "‘To’ or ‘For’ Consumers? Shifting Perspectives for Driving Growth", Consumer Goods, May 29, 2018, © EnsembleIQ
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Facebook, Instagram Invest To Help Beauty Companies Reach Consumers

May 29, 2018: 12:00 AM EST
Facebook and Instagram are emerging as powerful platforms for sellers of beauty products. Both platforms are rich with beauty content and Facebook (which owns Instagram) is investing to help beauty companies reach beauty consumers. AI, and especially its face recognition software, is enabling Facebook to better target user interests. It is also letting businesses have “real-time, one-to-one conversations with their customers over Messenger” (Karin Tracy, head of industry for beauty, fashion, luxury and retail, Facebook). Instagram Stories proved an effective way to deliver fun and behind-the-scenes content to young, mobile users. The number of followers on IS has grown rapidly, now standing at 300 million with more than a third of the most viewed stories provided by businesses. Facebook is also beta testing and trialing with Sephora an AR-enabled camera effects for use in Messenger. [Image Credit: © Facebook, Inc.]
Faye Brookman , "Facebook Builds Beauty Without Boundaries", Women’s Wear Daily, May 29, 2018, © Penske Media Corporation
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Glossier Is Expanding In Europe This Year

May 17, 2018: 12:00 AM EST

US direct-to-consumer cosmetics brand Glossier is set to expand internationally, with shipments to Ireland under way and plans for Sweden in June, and Denmark and France later in the year. The brand launched in the US four years ago and reached both Canada and the UK in 2017. It has been using social media, including Instagram, to create a community of followers, with some becoming brand ambassadors, some paid and some not. The brand seeks people in the new markets that are highly engaged, meets them, and treats them as influencers. The approach worked for the UK launch, and helped attract 10,000 people to its London pop-up in October last year. Estimates put the brand’s sales at around $50 million in 2017, and it has so far raised $86 million in financing. Although the brand expects expansion to bring unique challenges in the different markets, it has chosen not to adapt its products and strategy for each.[Image Credit: © Glossier]

Chantal Fernandez , "Inside Glossier’s International Expansion Strategy", The Business of Fashion, May 17, 2018, © The Business of Fashion
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Beauty Brands Are Failing to Reach Out To Casual Consumers

May 17, 2018: 12:00 AM EST

Jamie Johns, the Director of Merchandising at Birchbox, the direct-to-consumer subscription beauty platform, believes many brands are missing opportunities to engage with the more casual beauty consumer, and are focusing too much on what she calls the beauty “junkies”. Johns, who will be speaking at the Innocos beauty networking event in Florence Italy in June, said most women are casual consumers who tend to focus on the purpose and effectiveness of the products they are buying. For these consumers, Johns believes existing strategies of massive launches and big influencer campaigns aren’t effective. Birchbox has been able to reach them through sampling. Johns admires certain direct-to-consumer brands, such as Glossier and Kylie, that are forcing the rest of the industry to rethink how it engages with consumers.

Lucy Whitehouse , "Birchbox on ‘Beauty Buff’ or ‘Beauty Casual’: Are you talking to the right consumer?", Cosmetics Design Europe, May 17, 2018, © William Reed Business Media Ltd
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Guerlain Unveils Pop-Up Store At Le Bon Marché In Celebration Of 190th Anniversary

May 14, 2018: 12:00 AM EST

In celebration of its 190th anniversary, French perfume house Guerlain has set up a pop-up shop in one of Paris’s prized department stores, Le Bon Marché. The pop-up serves to honour Guerlain's legacy as the oldest French perfume house and is showcasing 110 fragrances, categorized according to Guerlain's 14 favourite natural ingredients. Store visitors will be able to identify the scent best suited to them by using the digital “perfume organ”, a program that uses an algorithm to match users' personal olfactory profile with the perfect fragrance. Guerlain also allows customers to personalize the perfume bottle, including its shape, color and engraving.[Image Credit: © Guerlain SAS] 

"Guerlain opens pop-up store dedicated exclusively to fragrances at Le Bon Marché Rive Gauche", LVMH, May 14, 2018, © LVMH Moët Hennessy – Louis Vuitton
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AI Hype And Reality Differs In Marketing

May 11, 2018: 12:00 AM EST
Artificial intelligence holds great potential for understanding and attracting consumers yet many marketers are still unable to capitalize on it. Some 85% of executives say AI could give their company a competitive edge yet only 5% of companies have extensively integrated AI into their processes. The gap between the hope and the reality is due the lack of clarity about what AI can do for their business, underlined by the fact that 61% of companies say they do not have an AI strategy in place. Some of the uncertainty surrounding AI can be attributed to AI vendors who, instead of delivering ready-to-action insights, are developing products to solve problems.[Image Credit: © Gerd Altmann]
Alain Stephan, "How AI is Turning the Voice of the Consumer into Marketing Analytics Gold", MarTech Advisor, May 11, 2018, © MarTech Advisor
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Premium Coconut Water Company Spurns Traditional Retail Channel

April 20, 2018: 12:00 AM EST

Three-year-old premium coconut water company CoAqua doesn’t want to be seen in the low-rent district of traditional retail stores alongside lookalike coconut water brands. Company founder Grier Govorko says there’s not much difference among competitive brands, most of which claim to be a “sports replacement drink.” To differentiate itself CoAqua is sold only in luxury resorts and restaurants in Southeast Asia, and in the U.S. direct-to-consumer online channel. The target demographic is younger health-conscious consumers willing to pay $48 online for a 12-pack case. The packaging – single-serve, recyclable clear glass bottles with metallic pull-tab caps – also sets the brand apart. Govorko is not only committed to recycling, he feels his coconut water tastes naturally sweeter because it is pasteurized in glass bottles.

Mary Ellen Shoup, "CoAqua Targets Premium-Seeking Audience Relying on Direct-To-Consumer Online Channel", FOODnavigator-USA.com, April 20, 2018, © William Reed Business Media Ltd
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Coca-Cola Unveils New Cans In Celebration of 23 Chinese Cities

April 19, 2018: 12:00 AM EST

Coca-Cola China has unveiled limited edition Coke can designs that celebrate the diversity of 23 Chinese cities.  The “visually captivating” packaging, created by McCann Shanghai and illustrator Noma Bar, is being promoted with a film celebrating city cultures, as well as print, billboards and a partnership with Chinese technology firm Baidu. The firm developed an augmented reality (AR) experience in which consumers may interact with the 23 city cans. According to a Coca-Cola design executive, the idea behind the city can is to capture the “essence” of each metropolis through its culture, food, “idiosyncrasies,” and landmarks.

"Coca-Cola China celebrates city cultures through ‘Faces of the cities’", Marketing-Interactive.com, April 19, 2018, © Marketing-Interactive.com. Lighthouse Independent Media Pte Ltd
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Popularity Of Premium Spirits Drives Fever-Tree’s Eye-Popping Sales Growth

April 5, 2018: 12:00 AM EST

A report by British trade publication The Grocer puts mixer brand Fever-Tree at the top of the growth list – though still not in the top 100 list – far outpacing non-alcoholic beverage competitors like Coca-Cola and Walkers. The company added $59 million in value in the year ended December 2017, representing a growth rate of 121.5 percent. Industry observers say the premium mixer brand is riding the current popularity wave of gin in the U.K. Sales of that spirit rose 31.8 percent ($204 million) to $845 million last year, with high double-digit growth for the U.K.’s five biggest gin brands. A spokesman for Fever-Tree acknowledged the trend, noting that “spirits premiumization and the increasing focus on simple long drink mixability” will continue to drive his company’s sales.

Daniel Woolfson, "Fever-Tree Beats Coca-Cola and Walkers on Sales Growth", The Grocer, April 05, 2018, © William Reed Business Media Ltd
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New Diet Coke Ad Campaign Exemplifies Challenges Of Marketing Old Brands

April 4, 2018: 12:00 AM EST
Financial Times writer Jo Ellison says Coca-Cola’s advertising efforts to rebrand Diet Coke as ”authentic, self-aware, [and] stripped-down” aren’t working for her. The ads target a younger demographic, she says, one that “might not identify with the ‘hyper-feminine, glossy” brand image of old. Introduced in the U.S. during the Super Bowl and remade for the British market, the ads are “cloying, annoying and patronizing.” They suggest that drinking an aspartame-infused soft drink somehow expresses the “female prerogative.” They pretend to suggest that women can decide what they want – “when ‘the mood’ takes me” – while also granting permission to do it. Marketing a product that will soon be “irrelevant” is a tough job, Ellison says, especially in this new social landscape and climate of hyper-awareness of identity: political, sexual, gender, and racial. Ads that try not to be offensive to anyone end up being just offensively bad.
Jo Ellison, "How Diet Coke opened a can of correctness — and went flat", The Financial Times, April 04, 2018, © The Financial Times Limited
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Amazon’s Powerful Data Resources Helped Drive Bai’s Skyrocketing Sales

March 13, 2018: 12:00 AM EST
Amazon.com marketing gurus helped antioxidant water brand Bai target their online advertising in a way that sent sales skyrocketing. Bai had invested heavily in online marketing since it was founded in 2009. It then began to work with Amazon to create an end-to-end marketing strategy. Amazon analyzed Bai’s shopper data and merged it with its own, shedding light on the appropriate Bai customer demographics. Amazon then deployed native, search, and targeted display ads to ensure the right message was being served to the right customer, according to Tamir Bar-Haim of Amazon’s Canadian advertising unit. The program was so successful that sales soared, eventually leading to a 2017 Super Bowl TV ad featuring Justin Timberlake and Christopher Walken.
Kristin Laird, "How Amazon Helped Give Bai a Boost", Canadian Grocer, March 13, 2018, © EnsembleIQ
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Unilever Saves 30% With Its In-House Creative Content Production Agency

March 8, 2018: 12:00 AM EST
Unilever, the world's second largest advertiser is reducing the number of its advertising agencies from 3,000 to 1,500, by handling content production with U-Studios, its in-house creative agency. The 17 U-Studios in 12 countries now creates content for some of its brands. Savings are reinvested in marketing and in-store spend. And with online sales increasing by 80% last year, Unilever is also investing heavily in digital, leveraging its in-house People Data Centers for real-time analytics of consumer relationships.
Gideon Spanier, "Unilever claims 30% saving from handling content production in-house", Campaign Live, March 08, 2018, © Haymarket Media Group Ltd.
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Arial’s £10m Marketing Campaign Aims To Push Consumers To Its Liquitabs

March 7, 2018: 12:00 AM EST
As part of an effort to boost its performance in the UK laundry market, Ariel has launched a £10m marketing campaign, its biggest in a decade. P&G aims to persuade more consumers to switch from liquid washing detergent to more premium liquitabs that are more lucrative to the company.  In recent years the UK laundry detergents market has been struggling. Mintel estimates it was worth £984m in 2017, 2.3% less than the year earlier. Ariel’s campaign focuses on the ease and simplicity of using liquitabs and is to be accompanied by an educational campaign about how to use them and store them safely. [Image Credit: © P&G]
Sarah Vizard, "Ariel launches biggest marketing push for a decade as it looks to get laundry market back in growth", Marketing Week, March 07, 2018, © Centaur Communications Ltd
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Despite Hiccup In 4th Q Online Sales, Analysts Don’t See Walmart Losing To Amazon

February 20, 2018: 12:00 AM EST
Investors are nervous that a dip in Walmart’s 4th quarter e-commerce sales – the announcement triggered a nine percent stock price drop – could portend an online future in which the mega-retailer plays second fiddle to Amazon. Online sales grew only 23 percent during the holiday quarter. Yet the company continues to forecast 40 percent growth for the current fiscal year, and analysts and industry experts seem to be on board with that. The company’s investments in its website and overall e-commerce operations will begin to pay off later in the year. Walmart also has a substantial brick-and-mortar retail base, something Amazon lacks. A Cowen & Co. analyst said “the future of e-commerce is physical + digital,” a strategy that “will drive a 'productivity loop.'" [Image Credit: © Walmart ]
Lauren Thomas, "Walmart Has Big Year of E-Commerce Investments Planned to Bring Growth Back to 40 Percent", CNBC, February 20, 2018, © CNBC LLC
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Coca-Cola Has High Hopes For A Millennials-Based Diet Coke Turnaround

February 16, 2018: 12:00 AM EST
Coca-Cola reports that it is encouraged by the positive response from Millennials to the revamp of its Diet Coke line of soft drinks, launched in January with new flavors, packaging, and advertising. The company is banking on Millennials to help revive Diet Coke, which has lost market share in recent years as health-conscious consumers increasingly spurn soft drinks containing artificial ingredients, whether or not they contain sugar. Diet Coke has been the weakest of the company's cola drinks in recent years: U.S. sales dipped nearly two percent in 2016. Coca-Cola CEO James Quincey said recently the company is looking for a way to turn sales around or "at the very least stop declining" sales. The key may be to find new audiences for Diet Coke – like Millennials.
Kate Taylor, "Coca-Cola Says Millennials are Decimating Sales of Diet Coke — and Now It's Going to War", Business Insider, February 16, 2018, © Business Insider Inc.
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Authenticity Is RAW Pressery’s Guiding Precept

January 30, 2018: 12:00 AM EST
Indian entrepreneur Anuj Rakyan, founder of cold-pressed juice company RAW Pressery, says clean label will be the hot trend in food and beverages in 2018. With that in mind, the company will base an advertising campaign on that trend this year. But Rakyan nevertheless believes that authentic products – not advertising itself – builds consumer trust. That philosophy actually prevented Rakyan from launching a new product – baby food – it spent many months developing. There were distribution problems certainly, but more importantly, the company came to the conclusion that baby food was not within its definition of authentic. Rakyan told his people, “Let’s focus on what we are good at.”
Priyanka Nair, "RAW Pressery's Anuj Rakyan on Clean Label, His Philosophy on Advertising and More", ET Brand Equity, January 30, 2018, © ETBrandEquity.com
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Lion & Lion To Tackle Digital Ad Program For Danone Aqua In Indonesia

January 25, 2018: 12:00 AM EST
Malaysia-based digital ad agency Lion & Lion is taking over the Danone Waters account in Indonesia, starting with the rollout of digital campaigns for the Aqua, Mizone, and Vit brands early this year. Marketing execs at Danone Aqua said they were impressed with Lion & Lion’s in-depth knowledge of the beverage industry and its data-first strategy for creative and social media.
Vivienne Tay, "Danone Aqua Picks Digital Agency for Beverage Portfolio", Marketing-Interactive, January 25, 2018, © Marketing Magazine
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Walmart Brazil Plans To Combine Physical Stores With Online Retail

January 9, 2018: 12:00 AM EST
Walmart Brazil said it plans to spend $464 million in the next four years to integrate its brick-and-mortar stores with the company's online retail operations. Also, the retailer said it will expand its e-commerce platform to allow third-party retailers to sell goods on its online marketplace.
Ivanha Paz, "Walmart Brazil Is Integrating Physical And Online Retail", PSFK, January 09, 2018, © PSFK LLC
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Revlon Picks Gal Gadot As New Global Brand Ambassador

January 9, 2018: 12:00 AM EST
Revlon said it has named actress Gal Gadot as the beauty brand's new Global Brand Ambassador. As brand ambassador, Gadot will also embody Live Boldly, Revlon's latest campaign seeking to inspire women to represent themselves with “passion, optimism, strength and style.” Gadot will start appearing on Revlon's marketing efforts across all media platforms in January 2018.
"Revlon Announces New Global Brand Ambassador GAL GADOT", PR Newswire, January 09, 2018, © PR Newswire Association LLC
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MoonPie’s Twitter Strategy Wins A New Generation Of Customers, And Huge Sales

December 20, 2017: 12:00 AM EST
A Tennessee snack cake company that makes only one iconic product – MoonPie – has built a social media reputation, and sales, by being quietly, hilariously funny, especially on Twitter. It carefully crafted a social media strategy to attract younger customers without losing its older base. Its biggest Twitter success, garnering 500,000 likes and 1.1 billion impressions across media channels, was a brief response to competitor Hostess’s Tweeted declaration last August that its Golden Cupcakes were the official snack of the Solar Eclipse. MoonPie’s Tweeted reply was simply “lol ok.” The Tweet not only caught the attention of younger snack cake buyers, it generated huge demand. One month after the “lol ok” Tweet, MoonPie's sales were the highest on record in the company's 100-year history. [Image Credit: © MoonPie ]
Maseena Ziegler, "How MoonPie Became the Unexpected Top Social Media Brand Of 2017", Forbes, December 20, 2017, © Forbes Media LLC
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Frito-Lay Settles False Labeling Suit Over GMOs

December 15, 2017: 12:00 AM EST
Settling a class action suit filed in 2012, snack maker Frito-Lay has agreed to remove the package claim “All Natural” from any products that contain genetically modified organisms (GMOs). The suit had accused Frito-Lay of violating several false labeling and consumer protection statutes, and generally misleading consumers. The crux of plaintiffs’ argument was that GMOs do not occur naturally, therefore a product containing them cannot be called “all natural.” The company agreed to pay up to $2.1 million in plaintiffs’ attorneys' fees and costs and spend $215,000 to inform consumers about the settlement. As much as $5,000 was awarded to each of the named plaintiffs. A final decision is pending because two unnamed plaintiffs objected to the settlement, which does not create enforceable law regarding GMOs. [Image Credit: © Frito-Lay ]
Andrew M. Levad, "Frito-Lay Removes "All Natural" Label From Products Containing GMOs", Mondaq, December 15, 2017, © Mondaq Ltd
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New Digital Guru Hopes To Use Data To Make Coca-Cola More “Consumer-Centric”

December 4, 2017: 12:00 AM EST
Coca-Cola’s new chief digital officer has the challenging mission of crafting how to serve customers better by making the most of its digital platforms. The company is testing the use of data, artificial intelligence, and connected devices to enhance the customer experience, provide optimal service and become more “consumer-centric." David Godsman, who started at Coca-Cola a year ago, says his job isn’t just about changing digital experiences, it’s “also about helping customers make decisions in a more effective manner. It’s about an operational transition.”
Marty Swant, "Coca-Cola Is Embracing AI and Chatbots in Preparation for a Digital-First Future", Adweek, December 04, 2017, © Adweek
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How Online Grocery Shopping Could Worsen Food Waste Problem

December 4, 2017: 12:00 AM EST
The increase in the number of online food grocery options may exacerbate America’s food waste problem: 130 billion pounds of food are wasted a year. Online grocery sales are growing at an incredible pace. Amazon’s U.S. grocery sales, for example, surged 93 percent year-on-year to $575 million in the third quarter of 2017. But a new scientific paper by a Hofstra University professor says that trend could make the food waste problem even worse. Consumers shopping in a store invest energy and time buying food, and feel responsible for its use and disposal. But with online food purchases, that energy is transferred to the store’s employees. This impacts the “psychological ownership” of the food, reducing responsibility. And that leads to food waste. [Image Credit: © Wharton ]
Stephen Daniells, "Could e-Commerce Boost Food Waste vs Conventional Retail?", FOODnavigator-USA.com, December 04, 2017, © William Reed Business Media Ltd
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Old Spice Launches Video Ad With Exploding Log And Terry Crews

November 23, 2017: 12:00 AM EST
Men's grooming brand Old Spice launched “Ye Olde Exploding Yule Log,” an advertising video featuring actor Terry Crews. Created by advertising agency Wieden + Kennedy, the video shows Crews and a yule log periodically exploding.
Tim Nudd, "Old Spice and Terry Crews Bring You ‘Ye Olde Exploding Yule Log’ for the Holidays", Adweek, November 23, 2017, © Adweek
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Coca-Cola Adapts Marketing Expertise To The E-commerce Experience

November 17, 2017: 12:00 AM EST
Coca-Cola, which knows a thing or two about driving store traffic, is using that knowledge to enhance its e-commerce tactics in a world where customers are increasingly likely to purchase beverages using an online cart rather than a grocery store cart. To that end, it is improving the appearance of its digital store shelves,” integrating with voice technologies like Amazon Echo, and adding impulse buy options to click-and-collect pickup lockers. The idea behind these changes is to focus on current customers to drive digital sales, with the help of grocers and other online partners. It is also experimenting with direct-to-consumer marketing.
Jennifer Kaplan, "Coca-Cola Bid for Amazon Shoppers Means Boosting Digital Lineup", Bloomberg Technology, November 17, 2017, © Bloomberg Finance L.P.
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Aldi Customers Using The Venmo Payment App Can Donate Meals To Needy

November 7, 2017: 12:00 AM EST
Discount grocery chain Aldi has partnered with the PayPal Venmo payment app to donate Thanksgiving meals to Feeding America. The meals are automatically donated every time a Venmo user adds a Turkey Hand Thanksgiving emoji on the payment screen. Feeding America annually provides meals to more than 46 million people through a network of 200 food banks and 60,000 food pantries and meal programs. Germany-based Aldi operates 1,700 stores in 35 U.S. states. [Image Credit: ©   Aldi]
Chantal Tode, Robert Williams, "Aldi Partners with Venmo for Emoji-Based Holiday Giving Campaign", Mobile Marketer, November 07, 2017, © Industry Dive
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Walmart Launches Supermercado Retail Concept In Brazil

October 28, 2017: 12:00 AM EST
Walmart Brasil has launched its Walmart Supermercado retail concept in Brazil. Supported with a R$500 million investment, the business transformation project will see 120 Bompreco, Nacional, and Mercadorama supermarkets adopting the new retail brand during the next four years. Walmart opened its first two Walmart Supermercado stores in Curitiba.
"Walmart Launches New Supermarket Concept In Brazil", European Supermarket Magazine, October 28, 2017, © European Supermarket Magazine
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Milk Producer Group Adds Examples Of “Fear-Based” Labeling To Its List

October 22, 2017: 12:00 AM EST
The National Milk Producers Federation, based in Arlington, VA., has added more items to its list of foods found to be misleadingly labeled “non-GMO,” “no added hormones,” etc. The organization has launched a “Peel Back the Label” campaign targeting “fear-based” labeling such as non-GMO on foods or products that contain no DNA to modify – e.g., table salt – and “no added hormone” labels on poultry products that are already barred from adding hormones by federal law. New examples of deceptive labeling include canned sliced carrots with "non-GMO" labels, a "GMO-free" label on lettuce, and mandarin oranges. None of these foods have ever been genetically modified, the group says. [Image Credit: © non-GMO Project ]
"Dairy Industry Group Decries 'Fear-Based' Labeling", Rapid City Journal Media Group, October 22, 2017, © Rapid City Journal Media Group
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Lawsuits Accuse Coca-Cola, Other Diet Soft Drink Makers, Of False Advertising

October 18, 2017: 12:00 AM EST
Three class action complaints filed by several law firms in New York earlier this month allege that consumers have been duped into thinking that diet beverages sold by major soft drink companies will help them lose or manage weight. But in fact, the suits say, drinking the beverages regularly actually leads to weight gain. The brain perceives beverages sweetened with sugar substitutes like aspartame to be sweet, then misreads the number of calories present, and slows down metabolism. Calories are then stored as fat. Because of this, the suit accuses Dr Pepper Snapple Group, Coca-Cola Company, and PepsiCo of false, misleading, and unlawful marketing. Coca-Cola called the lawsuit “completely meritless” and said it would “vigorously defend against it.”
Lisa Fickenscher, "These Diet Sodas are Actually Making People Fat: Suit", New York Post, October 18, 2017, © NYP Holdings, Inc.
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Herbal Essences Launches Film Highlighting Women Ready For Change

October 17, 2017: 12:00 AM EST
Haircare brand Herbal Essences has launched a marketing campaign featuring the short film, “Changes.” According to the company, the campaign aims to encourage women to accept life changes as a means of living “more fully.” Through the film, four women share their backgrounds, their reasons for deciding to change, and how their choice made their life more exciting.
"Herbal Essences: Changes by Forsman & Bodenfors", The Drum, October 17, 2017, © Carnyx Group Ltd
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Coke Exec: The Online Shopper Today Expects A Lot More

October 15, 2017: 12:00 AM EST
A Coca-Cola executive says online customers have grown impatient, demanding, and bored, as their expectations become “higher and higher” when it comes to service. Coke’s global customer director Simon Miles told a recent grocery industry meeting that companies need to up their game to meet shopper expectations, which can be summed up in one word: “free” (or close to it). That presents a lot of challenges in terms of logistics, supply chain, and products. Online grocery selling will evolve into two streams: auto-replenishment of boring but essential basics, and service-orientated ways to lure shoppers into buying products they may not have previously considered.
Victoria Craw, "Coca-Cola Global Customer Director Says Online Shopping Has Failed to Inspire Consumers", News.com.au, October 15, 2017, © News Limited
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Coca-Cola Generates Consumer Buzz Online, Face-To-Face

October 10, 2017: 12:00 AM EST
Engagement Labs research ranks Coca-Cola the leader among nonalcoholic drinks over the past six months in face-to-face and social media conversations among consumers. Pepsi slipped from No. 7 to No. 11. Tropicana rose to No. 2, Dr. Pepper to No. 5, Lipton to No. 7, Folgers Coffee to No. 8, and Canada Dry to No. 10. According to Engagement Labs, Folgers benefited from a “skyrocketing online influencer score,” while Canada Dry was helped by an “improved offline influence score.” FoodDive.com says Coca-Cola’s rise is not surprising, given the hubbub over its introduction of Coke Zero Sugar. Pepsi’s consumer conversation problems were linked to a controversial ad featuring Kendall Jenner and less aggressive marketing of its flagship brand.
Sandy Skrovan, "Report: Coca-Cola creates the most buzz among non-alcoholic beverage brands", Food Dive, October 10, 2017, © Industry Dive
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Carrefour Brasil Introduces Online Shopping Service In Sao Paul

October 10, 2017: 12:00 AM EST
Grupo Carrefour Brasil, the French retailer's unit in Brazil, plans to launch an online grocery shopping and rewards platform in Sao Paulo. After raising $1.6 billion in an IPO in July 2017, the company will launch the services through the Meu Carrefour mobile app. According to the company, which has 4 million registered online users, it plans to issue about 100 million coupons each month through the mobile app.
Gram Slattery, "Carrefour Brasil opens online grocery shopping in Sao Paulo", Reuters, October 10, 2017, © Reuters
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C-Stores Are Excited About Prospects For Coke Zero Sugar

October 9, 2017: 12:00 AM EST
It may take a couple of years, but beverage industry analysts believe Coca-Cola’s Coke Zero Sugar will lead the company’s carbonated soft drink line back to financial health. The assessment is based on “very positive” reports from the convenience store channel as retailers await the product’s new “slim cans with appealing graphics.” Coca-Cola relaunched its Coke Zero Sugar product earlier this summer with the iconic red Coke disc and greater emphasis on the “no sugar” claim. Though overall sales of carbonated beverages have slipped in recent years, it remains an $80 billion business.
Stephen Daniells , "Could Coke Zero Sugar bring the company’s carbonated soft drink portfolio back to growth?", Food Navigator USA, October 09, 2017, © William Reed Business Media Ltd
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Seeing Inefficiency, P&G Seeks Revamp Of Digital Ad Strategy

October 8, 2017: 12:00 AM EST
Procter & Gamble’s chief brand officer, Marc Pritchard, is revamping the company’s digital marketing processes to avoid wasted ad spend and to grow revenue, which is stuck in the low single-digits. Pritchard argues that despite spending $600 billion annually, P&G is “reaching too few people too many times with too many ads.” The company is now working with social media networks to create shorter, less frequent, yet more engaging digital ads, and also to ensure that its ads are not shown alongside irrelevant or offensive content. 
Kristina Monllos, "P&G’s Marketing Chief Argues Against Waste in the Digital Space and Addresses Growth for Brands", Adweek, October 08, 2017, © Adweek
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Global Men’s Grooming Market At US$47 Billion With LATAM Growing Fastest

October 5, 2017: 12:00 AM EST

Euromonitor estimates the 2016 global men’s grooming market at US$ 47 billion, about 11% of the total global beauty and personal care market. Latin America accounts for 21% of the total (US$10 billion) with a 5-year CAGR of 12% and is the region with the highest projected growth. Brazil, Mexico and Argentina have 76% of the region’s market but cultural variations make the markets very different. In Brazil men’s fragrances have 60% share, driven by a strong gifting culture, while in Mexico men’s skin care is the is the main category with just 5% of total sales.

Elton Morimitsu, "Latin America will Drive Men’s Grooming Global Growth", Euromonitor, October 05, 2017, © Euromonitor
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Rexona Signs Marketing Deal With Chelsea Football Club In Nigeria

October 3, 2017: 12:00 AM EST
Unilever's Rexona brand of deodorants signed a marketing deal with the Chelsea Football Club in Nigeria. An expansion of Chelsea's partnership with Shield in South Africa, the deal aims to “celebrate and inspire” people who are making moves in Africa. Also, the deal seeks to provide aspiring football players across the continent with the chance to achieve their goals on and off the field.
"Rexona Announces Partnership with Chelsea FC", THISDAY, October 03, 2017, © THISDAY NEWSPAPERS LTD.
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Coca-Cola Launches “New Beginning” Campaign For Schweppes

October 2, 2017: 12:00 AM EST
Coca-Cola’s Schweppes brand of mixers led the U.K. market with a 32.6 percent share in 2016, but is feeling competitive pressure from Fever-Tree and private label products. To grow market share Coca-Cola is pulling out all the stops in a 15-month campaign to reinvigorate Schweppes with a “new beginning.” Campaign features a re-design of the bottle and a nearly $9 million ad effort targeting U.K. TV, movie theaters, special events, digital, and sponsorship of a TV talk show. The company is also launching premium mixers (Schweppes 1783), mainly in pubs and bars, with flavors like golden ginger ale, salty lemon tonic water, cucumber tonic water, and floral tonic water.
Leonie Roderick , "Coca-Cola overhauls Schweppes in bid to ‘future proof’ the business", Marketing Week, October 02, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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Bulldog Skincare For Men Launches New TV Ad Campaign

September 30, 2017: 12:00 AM EST
Bulldog Skincare for Men has launched a new advertising campaign featuring a telepathic dog. Created by Adam&Eve/DDB, the TV advertisement, “Bank Robbery,” stars a telepathic dog that “truly understands men.”
"Bulldog Skincare: Bank Robbery by Adam&Eve/DDB", The Drum, September 30, 2017, © Carnyx Group Ltd
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