Kellogg’s tagged posts

The new frontier in marketing isn’t what you’d expect!

campbells2Over the last decade, marketers of branded fast moving consumer goods (FMCG) on both sides of the Atlantic have struggled to withstand the onslaught on their market share from challenger and own-label brands.

The result of increased competition – largely fuelled by globalisation – is that some marketers have been forced to radically re-think their retail and marketing strategies in order to stay ahead of the game. So it may surprise you to learn that packaging innovation has become the ‘go-to’ marketing strategy for these FMCG marketers in order to preserve and boost profitability.

US-based MeadWestvaco Corporation (MWV), a global leader in packaging and packaging solutions, has just published the results of its research with 7,665 consumers in UK, Germany, Turkey, Russia, South Afri...

Read More

Collaboration is #1 strategy for success in emerging global markets

There was a time when global brand owners thought all that mattered was their own brand. Coca-Cola led the way in showing how powerful the monolithic brand of its eponymous carbonated drink can be around the world. And of course the same could also be said of other great global brands like McDonalds, KFC, Levis and Microsoft.

However, the assumptions about power of brands and the way they need to be built in emerging markets are being turned on their head.

The Guru at StarbucksLet’s take the humble cup of coffee and what US-giant Starbucks is doing in India right now to get Indian consumers to drink more coffee rather than just tea. The economic case for wanting to do this is highly compelling of course.

In a recent special report, The Super-Cycle lives: EM growth is key, Standard Chartered Bank projects th...

Read More

Why organisations need to build a successful enterprise based on real values and not just marketing

DespairEach day the marketing media is full of news of the latest campaigns, CRM tools and mobile developments that promise to take brand owners one step closer to their desired customer, client and supporter segments. That’s really exciting and of course there’s a growing industry of technology providers hungry to supply these leading-edge marketing solutions.

But building a successful enterprise takes more than just better marketing or even great products and services. A committed enterprise requires having a clear vision and purpose built on real values. Today, it’s not just what the business does but how it does its business.

For example, according to the latest Reader’s Digest Trusted Brands Survey 2013, European consumers are unlikely to purchase a brand they’ve never tried befor...

Read More

How to avoid the recent pitfalls of promotional marketing and ‘giveaways’

This article by marketing journalist Maeve Hosea first appeared in Marketing Week on 22 August 2013

Colgate-GiveawayFancy a free electric toothbrush? If it sounds too good to be true, it probably is. Colgate’s giveaway promotion at London’s Waterloo station last month, where people could swap their old electric toothbrush for a free ProClinical model worth £169.99, ended in chaos. Hundreds of people swamped the stand, which lead to Network Rail forcing the company to shut down the promotion.

Quick to capitalise on the blunder, rival Philips launched an advertising campaign with the cheeky strapline ‘The best things in life aren’t free’...
Read More