The machine revolution

Long are the times when a mixer and a toaster were the only gadgets in our kitchens! Then came the coffee machine, the steamer, the microwave, even the bread machine and many others.

Frozen Drinkable Ice-Cream, a New Segment in Ice-Cream Consumption?

Last Friday, in the Geneva Airport on my way to Barcelona I came across Unilever’s newest launch, the Café Zero, a mix between an ice cream and a coffee-flavored drink! According to Unilever, Café Zero is the first drinkable ice cream and incorporates a new ice-cream technology.

Selling at the Bottom of the Pyramid (BOP)

It is usually argued that the great potential of developing countries is not in its natural resources but in its growing population. Indeed, as countries develop, people at the bottom of the pyramid gain purchasing power and can start accessing manufactured consumer goods.

The secret to GREAT Marketing

GOOD MARKETING is about COMMON SENSE. There is no secret formula, it’s in the books. Sorry.

But, what is it that makes a consumer change from buying brand A into buying brand B? What is it that makes consumers tick?

Understanding Route-to-Market (RTM)

Route-to-market is about defining how to serve the right customers, in the right markets, through the right channels with the right products and value propositions. Objective is to recruit, retain and loyalize customers while driving sales and growing market share at the lowest possible cost.

The secrets of the Isleña business model

2 years ago a group of entrepreneurs from Ibiza launched Isleña, the beer of Ibiza.

Today, the iconic beer is a reference in the island and its popularity is on the rise, especially among local youngsters and tourists.

Private Label Strategies for Brands

Private Label is as strong as ever. Here in Switzerland for example PL represents 60% of the total market and that means an ever increasing pressure for shelf-space. Brand leaders should remain safe, but secondary brands need to react if they don’t want to be delisted.