Why Unilever and P&G are pulling back from discounting
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
The promise of owning the customer journey and not being subject to the vagaries of the third-party relationship is one all suppliers must covet.
Marmite has seen a £335,000 sales boost after the price row with Tesco, which saw Unilever aiming to offset higher importing costs following the Brexit vote.
Having recently launched a new cider-based cocktail line, Rekorderlig claims the move signifies a more experimental phase as it also advises alcohol brands not to risk damage by cutting prices too deeply.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?