FMCG Marketing Opinion & Insight

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Friday, 25 May 2012

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Use the feelgood factor to make an impact

23 February 2012 | By Ruth Mortimer

Tesco has understood that associating a charity with the Halo brand makes consumers feel like they are doing something good.
Browett’s move to Apple says good things about his work at Dixons

Thu, 2 Feb 2012 | By Rosie Baker

Apple has drawn some criticism for appointing Dixons’ current CEO John Browett as its director of…
Bereft of stars, Premier Foods' plan will flop

26 January 2012 | By Mark Ritson

Bad news for Paul Daniels. Britain’s favourite magician sliced off his ring finger last weekend with a circular saw in his back shed. Daniels had been putting the finishing touches to his props for his upcoming national tour. The better news is that his 26-date national tour, starting in Southsea on the 22nd February - tickets still available - has received a massive boost of publicity.
P&G looks towards helping the mum of the future

Wed, 18 Jan 2012 | By MaryLou Costa

FMCG giant P&G has focused the majority of its brand strategies around praising, rewarding and catering to mums, and last week it revealed what it believes to be the mum of the future.
Coke is old enough to play with its brand

8 December 2011 | By Mark Ritson

It’s hard work being the world’s most famous brand. Just ask executives at Coca-Cola. Yes, the title might come with enormous unaided brand awareness and a billion-dollar brand equity, but it also means that every strategic move you make goes under the media spotlight.
Stick to running your supermarkets Tesco

23 June 2011 | By Mark Ritson

Twenty-one years ago your humble marketing columnist was a not so humble marketing student. Back then I was in love withcomplexity. The more difficult the marketing theory, the more important and useful I felt it had to be to marketing practice.
Brands should learn to sell themselves

Thu, 2 Jun 2011 | By Rosie Baker

The relationship between supermarkets and the brands they stock is a delicate one. By using data from its own direct selling site, GSK is hoping to boost its in-store performance, and I expect more brand owners to do the same.
Boots is sitting pretty when it comes to home grooming

Tue, 24 May 2011 | By MaryLou Costa

Boots needs to be technologically clever to keep its position as the UK’s top beauty retailer.
Marketing Academy unveils second year of future leaders

Tue, 10 May 2011 | By Branwell Johnson

Potential marketing leaders of tomorrow have been selected for the second year of The Marketing Hall of Legends’ (MHL) intensive coaching and mentoring scheme, The Marketing Academy.
Why revolutionaries are the mother of evolution

24 February 2011 | By Richard Madden

Brands can learn a lesson from the ’punctuated equilibrium’ academic theory that argues revolutionis necessary.
Is Unilever’s sustainability drive a hostage to fortune?

9th December 2010 | By Stuart Smith

Unilever chief executive Paul Polman stands to reap rich rewards if his strategy based on sustainability pays off, but the risks are high.
RB has the right man for a brand new role

4 November 2010 | By Mark Choueke

You probably have not heard of Volker Sydow. He is German, he is a top class marketer and he is celebrating a new job. The new global category director for sexual wellbeing and footcare at Reckitt Benckiser (RB) may not have the most glamorous job title but he won’t care.
FMCG brands lose out online

Tue, 18 May 2010

FMCG brands that place all their eggs in one basket by only engaging consumers online through their own brand websites don’t understand how grocery shoppers behave and are missing a trick, says Jo Malvern, beforeIshop.co.uk product & marketing director at Couponstar.
A new weapon in the battle for recognition

21 January 2010 | By Mark Choueke

If you haven’t already seen Deutsche Bank’s research note published on Monday then it really is worth a look. It’s not often that these dry but instructive documents make for a marketer’s dream read but this one truly does.
Be nice to marketing head hunters

28 October 2009

My phone has been red hot this week with calls from headhunters. Sadly, they weren’t offering me the job of a lifetime but were seeking my help and advice on other people.
Social media – engage and sell, sell, sell

Thu, 3 Sep 2009 | By Camille Alarcon

Social media has proven to be this year’s sexy new poster boy for the marketing world. It seems every week we hear of yet another company popping up on Twitter or Facebook and employing agencies or consultants to create a new social marketing strategy.
Independents' day is upon us

02 July 2009

The convenience marketplace is a growing sector that brands can no longer afford to ignore. As the multiples continue to focus their efforts on promoting ownbrands at the expense of suppliers’ products, FMCG brands must diversify and shift their focus towards the independent stores.
Lessons to be learned from Glenn's vision at Birds Eye

Thu, 23 Apr 2009

Aidan Bocci takes a monthly look at how leading CEOs build brands and draws lessons that anyone can apply
Innocent's Coke deal is far from a sell-out

Thu, 9 Apr 2009

We all knew what to expect. We knew what the headlines would be when Innocent drinks sold a stake of its business to Coca-Cola.
Is DSG International another M&S in the remaking?

Fri, 15 Jun 2007

Whatever happened to Dixons? The electrical retail group, once a leading brand which held the City in thrall (and in pocket) with its audacious acquisitions strategy, is now but a dreary shadow of the former self of 20 years ago. Is there any way back?