Increased volume sales must be a “bedrock” of sustainable growth, Nestlé CEO Mark Schneider said, indicating the company must invest in marketing and innovation to achieve this goal in 2024.
WK Kellogg Co’s chief growth officer claims the company’s new marketing model will drive effectiveness and efficiency.
Identifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
Coke Zero Sugar provides an opportunity for the trademark brand to reach a new set of consumers and provides existing drinkers with the choice to enjoy the product over more occasions, says senior director of global strategy, Oana Vlad.
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Morrisons becomes the latest supermarket to launch a price match initiative, pledging to match either Aldi or Lidl, depending on which is cheaper.
Both WK Kellogg and Kraft Heinz saw declining volumes in 2023 while managing to hold onto net sales growth through price increases. With this strategy looking unsustainable this year, both outlined how they might drive volumes in 2024.
Airbnb is attracting new customers by using its advertising to “educate” rather than drive sales, says CEO Brian Chesky.
Sainsbury’s director of brands, strategy and creative planning Radha Davies says she hopes the expansion will help the business deliver more effective and efficient work as it looks to save £1bn in three years.
Innovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
Diageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
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Cadbury is a brand committed to consistency, but the pressures of delivering short-term as well as long-term growth means that path isn’t without its challenges, says brand lead David Clements.
Unilever’s performance “needs to improve”, CEO Hein Schumacher told investors, outlining an action plan involving innovation, a refreshed approach to superiority, and brand investment.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?