Posts tagged "Case Study"

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 »

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 »

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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Iron Pony Gears Up With Motorcycle Millennials

Iron Pony Gears Up With Motorcycle Millennials
Motorcycle Accessories Retailer Creates Millennial Customer Strategies Iron Pony Motorsports, one of the top retailers in the motorcycle enthusiast industry and named by Dealernews as 2011’s number one motorcycle dealer in the US, understands the Millennial market and its growing importance to their industry. Bridget Johnson, Lead Buyer for Iron Pony Motorsports, explains:  “There are... Read more »

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 »

Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials

Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials
How Kraft’s Mio Brand Built a $200 Million+ Business and Became a Breakthrough Innovation Leader with Marketing to Millennials You probably have known Kraft’s leading beverage and flavor brands such as Jell-O, CapriSun, Tang and Kool-Aid for years.  Since these iconic brands are one of Kraft’s greatest strengths, you might expect that any new flavored... Read more »
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How Gaming and ‘Guy Time’ Connect the Slim Jim Brand with Its Target: Millennial Guys

How Gaming and ‘Guy Time’ Connect the Slim Jim Brand with Its Target: Millennial Guys
ConAgra Foods’ Slim Jim brand had a marketing epiphany—by marketing to its sweet spot of guys 19 to 29 who are at the onset of adult responsibility, they would appeal to guys that are both younger (12-18) and older than this sweet spot (30-39). From the ages of 12 to 17, guys aspire to be... Read more »

How Suave Repositioned from a Value Brand to a Quality Beauty Brand by Connecting the Dots for Mom

How Suave Repositioned from a Value Brand to a Quality Beauty Brand by Connecting the Dots for Mom
While beauty brands may find it hard to reach women whose priorities shift after having children, Suave was able to reposition itself from being a value brand to a quality beauty brand that moms choose by forging a highly-relevant emotional connection with them. For several years prior to its repositioning, Suave had owned a value... Read more »

State Farm Reaches the Teen Driver and Parent Market With Celebrate My Drive, Road Trips and More

State Farm Reaches the Teen Driver and Parent Market With Celebrate My Drive, Road Trips and More
Recently, I had the chance to chat with Vicki Harper of State Farm Insurance to learn how the company has updated its Teen Driving Safety Programs since the 2010 case study in “Tuning into Mom: Understanding America’s Most Powerful consumer”.  State Farm’s  programs, including the Steer Clear Discount Program, seek to help teens become safer... Read more »
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It’s Picture Time! How JCP Portraits Appeals to Mom, Chief Memory Officer, Just in Time for the Holidays

It’s Picture Time! How JCP Portraits Appeals to Mom, Chief Memory Officer, Just in Time for the Holidays
Family portraits have long been a staple of holiday gift giving. Beyond the standard framed 5×7 print for the grandparents, JC Penney’s JCP Portraits has begun styling itself as a more fashionable brand for holiday family portraits. JCP Portraits has long understood the popularity of portraits during the holidays. Their recent market segmentation appears to... 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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