Marketing strategy: Growth

 

Brand sales growth is essential for increasing profitability, but is hard to achieve for established brands in mature fmcg markets. Yet many brand managers unwittingly design plans that could work aga ...

In this article, Andrew Seth considers the skills and resources of today's private equity bidders - and the weaknesses of the companies in their sights. He argues that an awareness of brand strategy a ...

In this article, twelve of the best known marketing gurus contribute their views on the best ways to achieve organic growth. Recipes include: keep innovating and learning, understand the relevance of ...

This article argues for `marketing detective work' as a means to organic growth. Businesses must grow organically or lose shareholder value, but most cannot rely on acquisition or innovation alone to ...

This article describes the Ingram Growth Index, designed to record the organic growth performance of the world's biggest consumer goods firms so as to draw inferences about the key success factors for ...

John McCambley, brand marketing manager at Nunwood, describes how his company transformed itself from a small, Leeds-based market research agency into a multi-million pound business that is the fastes ...

Jeff Haggin, CEO and President of Haggin Marketing, argues that a direct response element should be built into every communication, on-line or off-line, so that by counting responses you can see what ...

An overview of how beers are approaching marketing and communications in an increasingly competitive environment. The Harvard Business Review claims that of 30,000 new consumer products launched in 2 ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

David Meer and Richard Steele, both partners at Marakon Associates New York, examine 'great growth ideas'. They discuss why the traditional approach to gathering and synthesising customer insight has ...

Using a wealth of examples, Tim Jones, principal of Innovaro, illustrates how radical or 'disruptive' innovation can fundamentally change major markets. In particular he looks at technology driven dis ...

Dominic Twose, global head of knowledge management at Millward Brown, has analysed the winners of the IPA Effectiveness Awards and identified the main common themes that have resulted in brand growth. ...

Long-term brand growth demands rigorous research, detailed planning and a relentless focus of activity. Sue Burden, a director at Added Value UK, describes the three main stages in developing a brand ...

Using findings from Prophet's 2005 State of Marketing survey on how marketers contribute to business growth, Scott Davis, a senior partner of Prophet, discovers a gap between the intentions and achiev ...

In this introduction to Admap's special report on Brand Growth, Roderick White examines the theories, rules and practice of profitable organic growth. Starting with Ehrenberg's work he discusses theor ...

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to enga ...

This article summarises the WARC-published IPA report 'Driving Top-Line Growth', which analyses 52 winners from the last ten years of the IPA Effectiveness Awards. The report looks at brands which dou ...

This paper argues that rather than aiming for market share, brands must try and link themselves with popular culture and social change. In order to do, media plans as they normally conceived need to b ...

Revitalising brands is an almost ongoing process as products and services travel through their various lifecycles, and the energy expended in doing so is often justified by the fact that revitalisatio ...

The metaphor of the ‘customer journey’ is a particularly appropriate one for institutions and destinations in the tourism sector. Donald Nordberg explains how projecting a multi-layered market segment ...

Judie Lannon talks to W.Chan Kim and Renee Mauborgne about how blue ocean strategy is helping companies seize new growth opportunities in today’s business environment by understanding the logic and pr ...

Discusses how industries change. There are four `trajectories’: radical, progressive, creative and intermediating. Investment in innovation will succeed only if within the limitations imposed by these ...

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic ...

Key Account Management (KAM) has been transformed from a niche fad into a standard business practice. In many cases, KAM has grown into a structured activity or even a separate organisational function ...

Using academic and their own research, Joseph Plummer and Eric Einhorn, McCann Worldwide, argue that we are now living in a demand driven economy, and that marketing companies must rise to the new cha ...

As an industry, market research is well placed to meet one of the most pressing needs of the modern company’s CEO – understanding how to grow the business. To do this, however, requires a different ap ...

Laura Mazur describes how Mike Jatania has created a whole new business model. His company, Lornamead, buys up corporate cast-offs. He believes that these orphan brands, abandoned by their old owners, ...

Stella Artois’ off-trade sales alone now make it the fourth largest grocery brand in the country, selling 33 pints a second. This article describes marketing’s role in this success story from the earl ...

Brand guru David Aaker describes and illustrates the five key concepts that underpin the building of brand portfolio strategy.

Think you need to innovate to improve your bottom line? Think again. Many companies rely too heavily on innovation to solve their problems. Sergio Zyman explains how managers can revitalise their mark ...