Posts in category "Marketing Strategy"

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks

Triple Crown Win: Partnership Pays Out for Kellogg, Target and Starbucks
When Kellogg’s Special K, Starbucks VIA and Target teamed up to offer a special promotion to a key demographic, the results were impressive. Brian Keefe, Senior Vice President and Scott Weller, Director of Client Solutions at Insight Promotions, LLC explain why: “This strategic partnership reaches the status of legend. The program was wildly successful, with... Read more »

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom

This Mother’s Day, Quaker Has a Sustained Market Advantage with Mom
When my children were younger, each Mother’s Day I was regaled with a home-cooked breakfast in bed. On a normal weekday, by contrast, I focused on making sure my children had a nutritious breakfast before heading off to school, such as peanut butter on wheat bread or Quaker oatmeal. Like most moms, I believe breakfast... Read more »

For an Attention Boost, Include Food in Your Market Strategy

For an Attention Boost, Include Food in Your Market Strategy
Food sparks interest and brings people together. We recognize this aspect of culture at gatherings of all sorts—weddings, parties, family reunions and even blood drives. Many non-food brands also benefit from building market strategies around the concept of food. Even back in middle school, I remember when giving a presentation in my Spanish class that... Read more »
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Make it About Mom: Positioning Your Brand for Moms of Babies

Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Tylenol has a recent marketing campaign that does a brilliant job of... Read more »

Forget What You Were Taught: The New Marketing Rhythm

Forget What You Were Taught: The New Marketing Rhythm
I was chatting recently with a friend who is the CMO of a leading CPG (consumer packaged good) food brand, and he mentioned that much of the training he received when starting out has been turned upside down in today’s marketing practice.  Specifically, getting the execution exactly correct is no longer highly valued, yet it’s... Read more »

Will Men Be More Profitable Grocery Customers?

Will Men Be More Profitable Grocery Customers?
As Men Shop and Cook More, Will They Spend More Freely than Women? In recent years, men have been stepping up with more grocery shopping and cooking activity. For example, Schnuck’s reported that 6% more men were the Primary Grocery Shopper compared to 5 years ago.  Another study found that Gen X men go grocery... Read more »
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Butterball Completes the Meal with Strategic Partnerships

Butterball Completes the Meal with Strategic Partnerships
The Butterball brand offers a wide range of turkey products for everyday use, including, frozen turkey burgers, turkey bacon, turkey smoked sausage, deli meat, and turkey meatballs, along with fresh turkey cuts and ground turkey. But at this time of year, Butterball is best known for whole turkeys. Starting in November, many households think ahead... Read more »

How Procter and Gamble Sniffed Out New Markets

How Procter and Gamble Sniffed Out New Markets
Segmenting for Scent-Lovers Reaches 40% of Consumers When Procter & Gamble first launched Febreze as an odor-eliminating product, it failed. In The Power of Habit, Charles Duhigg relates the story of how Febreze came back. Consumer psychologists learned that consumers didn’t just want to eliminate odors—they craved a sense of accomplishment from making their environments... Read more »

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 »
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Why a Focused Product Portfolio was Critical to Talking Rain’s Sparkling ICE $350 MM+ Brand

Why a Focused Product Portfolio was Critical to Talking Rain’s Sparkling ICE $350 MM+ Brand
Nielsen’s Breakthrough Innovation Report 2013 named the Talking Rain Sparkling ICE brand as a winner with a “Marathoner” activation strategy. The brand posted two-year revenues in excess of $200 million, and the brand is reportedly on course this year for over $350 million is sales. According to Nielsen’s report: “Marathoners take a more deliberate approach.... 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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