The drinks giant is using technology to optimise how its marketing and promotional spend is deployed as it looks to get higher returns on its consistent level of investment.
Whisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
The drinks giant experienced “strong” growth in sales and profit over the first six months of its fiscal year, amid rising marketing spend and the continued pursuit of its premium pricing strategy.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.