Posts in category "Market Strategy"

Amazon Tests a Millennial Market Strategy with its First-Ever Retail Store

Amazon Tests a Millennial Market Strategy with its First-Ever Retail Store
Amazon and Purdue raised some eyebrows in February with the opening of Amazon’s first-ever retail store, located on the university campus. The store is a pick-up and drop-off location for Amazon Student and Prime members, offering free one-day pickup for textbooks, school supplies and anything else offered by Amazon. When Purdue announced the move on... Read more »

B2B Strategy Trend: ‘Right Now’ Trumps Long-Term Planning

B2B Strategy Trend: ‘Right Now’ Trumps Long-Term Planning
Recently, through work with my firm Insight to Action, I’ve noticed a troubling B2B pattern: management’s desire to focus on immediate commercial results (e.g., within the next six months) and to avoid long-term market strategy and strategic planning. While top executives require a one to three-year horizon in market strategy and strategic plans, middle management... Read more »

The New $19 Billion Education Market: 38 Million Grandparents Giving the Gift of Education

The New $19 Billion Education Market: 38 Million Grandparents Giving the Gift of Education
In the past year, I’ve had multiple in-depth conversations with moms and dads about the choice of elementary, middle school or high school for their children.  These are parents who have concluded that their child needs something different from their local public school, and are fortunate enough to be able to afford a private school... Read more »
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Mini Market Strategy: The Big Benefit of Small Plates

Mini Market Strategy: The Big Benefit of Small Plates
Every restaurant you visit these days seems to have a “small plates” menu—each dish consisting of a few bites meant for sharing. These menu offerings encourage diners to be more adventurous, to control portions and calories, and to potentially share several smaller offerings with others. This trend even has its own activist group, the Small... Read more »

Is Your Brand Targeting Millennial Mom ‘Drifters’ or ‘Planners?’

Is Your Brand Targeting Millennial Mom ‘Drifters’ or ‘Planners?’
Millennial Moms are the focus of many brand marketers, and for good reason.  With the average age of First Time Mom in the US now at 25, the critical first-time mom group is primarily Millennials. While there are differences in age by ethnic background and income level, the fact remains that most first time moms... Read more »

Mini Market Strategy: The Era of the Skinny Sandwich

Mini Market Strategy: The Era of the Skinny Sandwich
Sandwiches are experiencing a renaissance in American consumer appreciation. Food Business News reports that 2014 has been one of the best years since the recession for bread sales, and Irene Chang Britt, president of Pepperidge Farm, Inc., attributes this growth to, “the growing popularity of sandwich behavior.” She continues, “In all cases, people are looking... Read more »
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Brand Portfolio Strategy: Norwegian Cruise Line Reaches New Customer Segments and Addresses New Need States

Brand Portfolio Strategy: Norwegian Cruise Line Reaches New Customer Segments and Addresses New Need States
Norwegian Cruise Line announced earlier this month that it is expanding its brand portfolio approach to reach new customers and need states.  The recent acquisition of Prestige Cruises International builds on NCL’s earlier move into the Solo Traveler market with The Studios on the Epic. With its recent acquisition, Norwegian Cruise Line will offer three... Read more »

Off to College and At College: The Growing Market of 11 Million Millennial Full-Time Students and their Parents

Off to College and At College: The Growing Market of 11 Million Millennial Full-Time Students and their Parents
Across the US, an estimated 21 million students will be enrolled in college in 2014, up from 15 million in 2000 according to the National Center of Education Statistics; 11 million of those students are full-time undergraduates, and approximately 3 million are headed off to college for the first time. While “Back to School” is... Read more »

Big Apples and Oranges: Navigating NYC and Chicago’s Different Business Meeting Cultures

Big Apples and Oranges: Navigating NYC and Chicago’s Different Business Meeting Cultures
Setting business appointments is an important early step in developing relationships with prospects and new customers. When engaging in global business, we all know the importance of relating to the business culture and cultural norms during these first impressions. It may come as a surprise that it’s just as important for a Chicagoan to recognize... Read more »
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Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?

Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?
The practice of private labeling gets little respect with most traditional marketing professionals. But this market is on the rise and here to stay, as consumers become more comfortable with private label products and retailers are more motivated to build store brands. I spoke recently with Todd Phillips, Vice President of Marketing of Lance Private... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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