Performance of on-line Marketing capabilities

Finally we have the latest CMO’s report on the 2011 state of marketing!

The power of stories

The essence of positioning is about pointing out a relevant and credible trait of your brand/product to the consumer in order to differentiate against your competitor while adding value to your target.

Bigger packaging, bigger consumption

Developing an optimal portfolio of package sizes is of key importance for Brand Managers, as it is the basis for having a competitive portfolio.

Why do consumers respond to Promotions?

I would like to dedicate this post to a research published by Pierre Chandon, Brian Wansink and Gilles Laurant in the October 2000 Journal of Marketing, which helped demonstrate empirically that monetary savings cannot fully explain why consumers respond to promotions.

Why SKU optimization makes sense

SKU optimization is a process usually not well understood in many organizations. People will complain and wonder why a product that makes considerable revenue needs to be stopped.

Negotiating Trade Expenses

Nowadays some FMCG companies are spending more money on the trade than on their actual marketing budgets, and realistically, as retailers continue to concentrate, trade expenses will continue to rise.

Setting up your Corporate Marketing Strategy

Whether a company, an NGO, city, government entity or branch of the armed forces, truth is Corporate Marketing is usually a poorly defined role within most organizations. It is something ethereal and inconsistent, fluctuating as the organizational structure shifts from centralized to decentralized and back.

6 Marketing tips they didn’t teach you at Business School!

1. Steal with pride: wether a campaign, a design or a new product, it is very difficult to innovate today and most improvements come in the form of small steps rather than great leaps forward. Be sure not to infringe any copyright but copy, steal and get inspired looking at your competitors and other markets!

Mercadona, the spanish Migros

If I were to point out a retailer for its world-class best-practices, that would be the Swiss retailer MIGROS. Its great products and great communication have make it a true Swiss icon, but it is its long term vision for profitability and sustainability that have made the Migros model a reference for its operations, customer service and employee relations.

Relaunches that make sense

Brands are like machines, they work or don’t work, but even if they work, they always need small repairs and revisions.

Marketing in a time of CRISIS (Pricing and Promotions)

It is easy to justify a price reduction when a crisis strikes.

However, marketers will have to ensure a relative price position versus the main competitors is maintained.Also, such strategy will have to be thoroughly analyzed from a financial point of view, as it will affect growth ratios and profitability. All decisions must be taken understanding the full risk and reward.