A chance to shine once more
Marketing WeekAfter a well-documented rise and fall, Sunny D is returning to the UK backed by a 4.5m ad push. Its repositioning as a natural fruit juice aims for a bright future, if not orange. By Jo Roberts
After a well-documented rise and fall, Sunny D is returning to the UK backed by a 4.5m ad push. Its repositioning as a natural fruit juice aims for a bright future, if not orange. By Jo Roberts
As brand owners seek to increase their understanding about future fashions and tastes, they are turning to semiotics – the study of human cultures – to identify the latest macro and micro-trends
Despite the worldwide economic pinch, Bupa International is striving to improve its global reach with a digital marketing push and the creation of health-wise online communities. By Jo Roberts
Investing in regular reputation tracking and proactively planning ahead should enable any corporation to survive when faced with tough times.
As competition hots up in the pay TV market ahead of the digital switchover, BT is hoping its new marketing strategy will help its BT Vision service take on Sky and Virgin Media. By Joe Fernandez
Despite not having the lion’s share of the adult oral care market, GlaxoSmithKline is experiencing growth and seems committed to developing three strong, distinctive brands, says Louise Jack
Brands can maintain, and even enhance, their reputation by taking steps to improve their customer experience and clearly demonstrating that they are in tune with the demands of their core market
In 2009 the great value people were used to in the boom time will change, as will ideas about privacy in an age of media saturation, says Marian Salzman
The BBC News website’s mobile version is the most frequently visited site on UK mobile phones. The BBC has had a mobile presence since 1999 and its experience shines through in the current news site, which easily meets mobile users’ needs – whether it’s reading up on the economic crisis or getting the latest Brangelina […]
Google’s decision to liberalise its policy on competitive brand bidding may have had a dramatic effect on the travel and financial sectors, but has had little impact in many other disciplines
Optimism is the default setting for marketers. It has to be when your job involves trying to change human behaviour. But the disruptive events of 2008 and gloomy forecasts for this year that put marketing budgets in the firing line, are expected to knock some of that confidence.
As major influencers over which household brands are purchased, mums are a vital target consumer group for marketers. However, they are more likely to listen to their peers than marketing campaigns
Can young women already hooked on chick lit be persuaded that the more ‘edgy, refreshing and contemporary’ Mills & Boon books are worth taking off the shelf? asks Archana Venkatraman
Our contributors to last years Year Ahead magazine were right to be guarded about the prospects for most sectors in 2008. With our experts prescient understanding of markets, readers may wish to steel themselves before turning to the predictions for 2009. However, while bad news about the economy in the media is relentless, this is matched by the dogged optimism of marketers. Those who have experienced recessions in the past, in particular, appreciate how to seek out silver linings, while the storm clouds gather, and prepare for better days ahead…
Even when they’re not on a weight-loss diet, the British are now counting calories as never before, which has led to a huge shift in eating habits as people try to develop a healthy everyday diet