As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.
LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.
KOLKATA: India’s FMCG companies use smaller pack sizes as a way of widening distribution and increasing penetration but these efforts may be hampered by government plans to tighten regulations surrounding tobacco sales at paan shops.
LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.
This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.
Michael Hess, Marketing Accountability Standards Board, Research on WARC, Accountable Marketing, July 2016
This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.
Tim Eales, Admap, February 2016, pp. 42-43
This article explains how brand owners are finding it harder to predict how shoppers across the world will react to changes in pricing and promotional activity because sales levels and the speed of economic recovery vary so much between countries.
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.