Posts tagged "Marketing Strategy"

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?

Does the Family ‘Tech Doctor’ Prescribe Your Technology Brand?
How Adult Children Influence their Parents’ Growing Technology Demand With the holiday season upon us, new technology is high on everyone’s wish list. For example, I previously explored “Why iPad is #1 on Kids’ Wishlists.” According to eBates.com 2014 survey, teens want tech gear, with 6 out of 10 wishlist items focusing on technology. Meanwhile,... Read more »

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 »
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Kraft’s Capri Sun Reaches Kids with Lightning Speed

Kraft’s Capri Sun Reaches Kids with Lightning Speed
The new marketing rhythm is in action with Kraft’s Capri Sun brand, which recently launched a strategic marketing partnership with Nickelodeon and a comprehensive promotional campaign in three months. I caught up with Brian Keefe, Senior Vice President, Insight Promotions, LLC and one of Kraft’s marketing vendors who stated: “This execution was lightning-fast. What normally... Read more »

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 »

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 »
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I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women

I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women
Nestle’s new Skinny Cow Candy brand, a 2013 Nielsen Breakthrough Innovation winner, achieved a two-year revenue of $115-125 million by selling candy to weight conscious women.  Since 1994, Skinny Cow has marketed and sold ice cream snacks to “dessert lovers who know that looking good and staying healthy doesn’t mean a life without indulgence.” Skinny... 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 »

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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Effective B2B Branding and Naming: An Under-Recognized Asset

Effective B2B Branding and Naming: An Under-Recognized Asset
It’s well known that B2C companies expend considerable effort on branding and naming, both for new products and for the company overall.  In my experience, however, B2B companies often consider branding and naming as relatively unimportant and fail to consider the strategic benefits from B2B branding and naming. About two years ago, we had the... Read more »
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    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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