Unilever hails ‘brand power’ amid pledge to ‘take the lead’ on price
Niamh CarrollUnilever plans to continue increasing marketing spend until the end of 2022, as the business fights to maintain market share in the current inflationary environment.
Unilever plans to continue increasing marketing spend until the end of 2022, as the business fights to maintain market share in the current inflationary environment.
The drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
Supermarket private labels increased their share of food sales from 35.8% in the second half of 2021 to 37% in the year to May 2022, according to new data from IRI.
As the economy continues to hang in the balance, should brands focus on growing their appeal to new consumers or rewarding existing customers?
As the online fashion giant posts lacklustre results for 2022, new CEO José Antonio Ramos Calamonte outlines his plan to deliver long-term sustainable growth.
Only a “tiny” proportion of promotional sales are shown to be incremental, which means most price promotions actually reduce profits, Binet explained.
Businesses in “victim” sectors should work out whether investing to secure additional share of market during a downturn is worth the cost, argues econometrician Grace Kite.
CEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
As inflation takes its toll, marketers should get the whole business involved in the conversation about how to be smarter with budgets, says Paws.com marketing boss Adam Lawrenson.
Premier Food’s chief marketing officer Yilmaz Erceyes says marketers need to be closer than ever to consumers in a cost of living crisis.
Retail like-for-like sales increased 3.2% over the first half of Tesco’s fiscal year. However, with inflation driving up business costs, adjusted operating profit was down 10% to £1.25bn.
Setting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
With the cost of living crisis dampening consumer demand, sales during August slowed “significantly” and were “below our expectations”, the retailer has said.
Pernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
When Jope’s successor takes over as CEO in 2024, they will take on challenges ranging from brand purpose to sustainability, and digitalisation to the long-term impact of inflation.