Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
By Mark Ritson
The biggest direct-to-consumer brands still only achieve around half the search volume of established competitors, according to exclusive data from Google, but the fastest risers are catching up quickly.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
FMCG firms are using their brand equity to up prices, but in a tough consumer economy, will it win or lose them revenue?
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. From the woes of the casual dining sector to the purpose of John Lewis, it’s been a busy week on marketingweek.com. Here is my take.
Marketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
From John Lewis overhauling its brand purpose and Morrisons’s new CMO to the Marketing Week Masters Awards, catch up on all the biggest marketing news from the week gone by.
An increasing number of high street restaurants are looking to take their products into supermarkets, but with so much competition on shelf how do you stand out?