Posts in category "Marketing Strategy Case Study"

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market
Alternative healthcare (as defined to include chiropractic, acupuncture, massage, yoga, meditation, nutrition counseling and other services) was a $30B market in 2013 the United States. Globally, the market was estimated at $115B in 2012 by Global Industry Analysts. One alternative healthcare provider, Aligned Modern Health, is bringing differentiated services, high quality retail locations, and powerful... Read more »

Ford’s Hands-On Clinics Help Teens Steer Clear of Accidents

Ford’s Hands-On Clinics Help Teens Steer Clear of Accidents
Ford is reaching out to parents and teens on a topic very important to parents—teen driving safety. This is a top priority for Mom and Dad, as this chart from the Marketing to Mom’s Coalition State of the American Mom Research shows. Parents have reason to be concerned. Teen drivers are at high risk for... Read more »

The Case for More Meaningful B2B Market Segmentation

The Case for More Meaningful B2B Market Segmentation
B2B companies typically look at straightforward approaches to segmenting their prospects and customers, such as size of the customer, spending levels in the business, and the customer’s industry.  For existing customers, further segmentation might include spending by product type, profitability and trends over time. Frequently, the top 4-10 existing customers are defined as “mega accounts”... Read more »
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Anthem’s Unconventional Tonik Health Plan Targets Millennials

Anthem’s Unconventional Tonik Health Plan Targets Millennials
It’s rare to see health insurance marketing collateral tout such offhand sentiments as, “Life can be crazy unpredictable, and freak accidents do happen.” But Anthem Blue Cross Blue Shield (owned by WellPoint) recognized the opportunity to serve the young adult market and launched Tonik, a health insurance plan aimed at uninsured Millennials. Tonik, offered in... Read more »

Muller Yogurt Moves to Corner a Position in Yogurt Category

Muller Yogurt Moves to Corner a Position in Yogurt Category
Greek style yogurt has transformed the US yogurt business in recent years. This is a familiar story for anyone who has been eating yogurt or walking the refrigerated aisle at the grocery store in recent years. Greek yogurt has the health benefit of offering more protein than many traditional yogurts, as well as a distinctive... Read more »

Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips

Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips
Chris Casey, Nielsen’s Senior Vice President Global Consumer Strategy and Global Innovation Practice, recently identified several high-growth brands that are showing good promise for winning the Nielsen Breakthrough Innovation Award in 2013.  According to the Nielsen Breakthrough Innovation webinar held on Dec. 14, 2012, one of the brands ‘to watch’ is Kellogg’s Special K Cracker... Read more »
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Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind

Mrs. Meyer’s Clean Day Earns a 30% Price Premium by Giving Mom Peace of Mind
The Wall Street Journal called the Mrs. Meyer’s Clean Day cleaning products line a “surprise retail hit” that carries a 30% price premium. The products are widely available in the US, from big box stores to small, independent retailers. Mrs. Meyer’s Clean Day has built a brand around helping moms provide natural, safe environments for... Read more »

Skype Makes it Easy for Mom

Skype Makes it Easy for Mom
Staying Connected to Her Child is a High Priority for Mom—and Skype Makes it Simple Skype, the popular telephone and videophone software service, allows users, including moms and their adult children, to inexpensively stay in touch. All Skype calls between devices are free, including computers, smart phones and tablets. There are also paid options that... Read more »

Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking

Some Kids Like it Hot: Bland Isn’t Better When it Comes to Snacking
Spicy Flavor Trend Rewards Brands that Avoid Bland When Marketing to Mom and Kids There’s a tendency to stereotype children as preferring bland flavors—think pasta with butter, Cheerios and applesauce. But children six and older actually appreciate more diverse flavor profiles, proven by the immense popularity of spicy snack foods like Takis and Flamin’ Hot... Read more »
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Alcatel-Lucent Pinpoints the B2B Marketing Sweet Spot

Alcatel-Lucent Pinpoints the B2B Marketing Sweet Spot
Alcatel-Lucent, the technology company named one of the world’s 50 most innovative companies by MIT Technology Review, is also a B2B marketing innovator. From reaching new target markets to developing innovative marketing campaigns, the company moves quickly to address new opportunities. I learned about some of the latest B2B marketing strategies the organization is employing... Read more »
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