Posts tagged "Marketing Strategy"

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 »

Halloween is the Hot Holiday for Mom - Up 10.7% to $8B in 2012

Halloween is the Hot Holiday for Mom - Up 10.7% to $8B in 2012
Look around the neighborhood, and you will see that decorating for Halloween is becoming as popular for families as dressing up the house for the holidays. This year, Halloween spending will grow 10.7% to reach a record-setting $8.0 billion, as reported by Ibis World. Halloween decorations represent the largest year-on-year growth, increasing 23.7% from 2011.... Read more »

Deep Consumer Insights at the Foundation of Business Growth Strategy, Not Just for the Marketing Team

Deep Consumer Insights at the Foundation of Business Growth Strategy, Not Just for the Marketing Team
Hot Mama, the retail chain dedicated to meeting the needs of fashion conscious moms, is a great example of a business that has succeeded in today’s challenging retail environment by focusing on a core customer target, understanding their needs and developing business strategies to meet those needs.  Their deep knowledge of the target customer was... Read more »
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Hot Mama: the Fashion Brand Focusing on the Fashion Conscious Mom Market

From the time a new baby enters a woman’s world, she is advised to take care of herself: nap when the baby naps; eat well and stay hydrated, especially when nursing; let your friends baby you the first week of so of your child’s life; do not be afraid to ask for help. For most... 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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