Month: February 2011

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A clean break with tradition on home front

Michael Barnett

When it comes to household chores, the lines of division between men and women are now more blurred, giving FMCG brands a real opportunity to target a younger male audience. The ’modern man’ is not a myth, according to a new report seen exclusively by Marketing Week. As part of its wide-ranging Trendsetters study, research […]

The Secret Marketer: It pays to keep an eye on the big picture

David Coveney

Spare a thought for our overseas brand management cousins. Climate change, natural disasters, civil unrest and economic collapse are just a few of the issues dominating the immediate thoughts of many. These are turbulent times that will challenge even the best laid plans. Debates about whether to relaunch in period four or five or how […]

The power of NPS

Jo Roberts

Net Promoter Score does funny things to marketers. I’ve seen jumping up and down enthusiasm directed towards the scoring system, which measures customer satisfaction. Just a simple rating from 1 – 10 can tell a marketer whether their customers are lovers or haters of a particular brand, according to Frederick Reichfield the inventor of NPS. […]

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Innocent aims to double size of business in three years

Lara O'Reilly

Innocent plans to double in size by 2013 by targeting a wider age group with new product launches and fresh brand messaging. The smoothie maker will launch a food innovation in the summer and has growth plans to sell its products in more international territories over the coming months. Innocent, now majority-owned by Coca-Cola, increased […]