Tag: Business Strategy

The Internet Knows: How We Googled Our Way to Global B2B Market Analysis

The Internet Knows: How We Googled Our Way to Global B2B Market Analysis
My firm, Insight to Action, was challenged by a B2B food ingredient client to create a category analysis of the global reduced sodium market that includes both overt and stealth initiatives.  This category analysis was then translated to prioritized customer targets and marketing approaches. First, we selected the most promising countries and markets for sodium... Read more »

In a Declining Market, Duracell Grows Share with Focused Market Strategy

In a Declining Market, Duracell Grows Share with Focused Market Strategy
Alkaline batteries aren’t exciting. They aren’t advanced. And they aren’t a growing market. But batteries also aren’t going away. Devices like remote controls, smoke alarms, flashlights and toys still use plenty of battery power. P&G’s Duracell looked on the bright side and deployed a market strategy designed to grow share, including product innovations, new partnerships... Read more »

Walgreens Draws Urban Millennial Consumers for Convenient Trips with Chicago Flagship Store

Walgreens Draws Urban Millennial Consumers for Convenient Trips with Chicago Flagship Store
Wander into the flagship Wrigley Building Walgreens, and you may do a double take just to make sure you’re really in a drugstore. The cleverly designed store features freshly made sushi and soup, an expansive Beer Cave, a bar for creating custom juices, smoothies and milkshakes, along with appealing displays of popular cosmetic brands. Walgreens... Read more »
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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 Year’s Networking Resolutions That Will Advance Women’s Careers

The New Year’s Networking Resolutions That Will Advance Women’s Careers
Women are social by nature, and it’s one of our strengths we can bring to the workplace. But a recent comment from a friend gave me a wake-up call: “Women don’t pay enough attention to the social aspect of career advancement.” How can that be? Most women have a high capacity for social engagement in... Read more »

Women Who ‘Lean In’ Often Face Leadership Roadblocks

Women Who ‘Lean In’ Often Face Leadership Roadblocks
It’s a growing refrain that women aren’t climbing the leadership ladder because they’re not leaning in or lack confidence. In reality, however, the major career obstacle is senior managers and boards who choose not to promote them and exclude them from the leadership dialogue. The May 2014 Atlantic cover story “The Confidence Gap” argues that... Read more »
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LinkedIn: The #1 Career Tool Women are Missing Out On

LinkedIn: The #1 Career Tool Women are Missing Out On
LinkedIn as a Candidate Search Tool and Relationship Builder I had the opportunity to chat recently with a senior marketing colleague who completed a highly successful job search, resulting in two attractive senior marketing offers. What stood out from our conversation was the importance of LinkedIn.  According to the Pew Research Center, 20% of online... 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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B2B Marketing and Meeting Target Needs for Customers Across Generations

B2B Marketing and Meeting Target Needs for Customers Across Generations
Mitch Merz of family-owned Merz Farm Equipment, Inc. faces an interesting marketing challenge in his Nebraska farm dealership. Because farming is usually an inter-generational pursuit, he says: “We have to meet the needs of Grandpa, son and grandson— our marketing needs to work for a 70-year-old or a 20-year-old. We’ve also found that farming has... 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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