Article
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WARC Best Practice, July 2019
Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
News
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04 December 2019
The best deals have gone and the big-ticket items have been snapped up, but brands from “non-destination categories” – think toilet paper, protein bars or toothpaste – can still capitalise on retail holidays, according to an industry expert.
Article
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Mark Bowling, Admap, December 2019
Singles Day is the world’s single-largest e-commerce shopping event.
Article
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Chris Perry, Admap, December 2019
Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
News
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14 November 2019
Dunkin’, the quick-service restaurant chain, has made innovations in areas such as its menu selection, and even its coupon strategy, thanks to a focus on customer listening.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at how supermarket Tesco returned to profit after recording the largest ever loss by a UK retailer (£6.4 billion) in 2014/15.
Article
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WARC Best Practice, October 2019
Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
News
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24 September 2019
One of Chinese e-commerce’s major players, JD.com, has launched a new social e-commerce service dubbed Jingxi, to compete in the fast-growing group-purchase space where young challengers like Pinduoduo are flourishing, with particular strength in ...
News
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12 September 2019
With its latest iPhone event, Apple made headlines less for its flagship device as for its new willingness to undercut, bundle, and price competitively.
News
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30 August 2019
Retailers in the US are being urged to adopt dynamic and responsive pricing, which could include managing margins at points of sale in real time, to offset the impact of extra tariffs on Chinese imports, which come into force as soon as this ...
News
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12 July 2019
Spotify continues to dominate the global music streaming industry, but Amazon is gaining momentum, adding subscribers to its own music streaming service at a faster rate than its rivals, which also include Apple and Google.
News
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11 July 2019
Agencies need to develop more sophisticated pricing models to reflect the value they can bring to a brand and to address the threat from the various players crowding into their space, an IPA white paper argues.
News
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08 July 2019
Done well, a core range extension can be an effective way to deliver growth on two fronts – by driving both penetration and premiumisation, according to an expert in brand growth.
Opinion
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Lena Roland, July 2019
This month’s Admap looks at how brands can grow via premiumisation. Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers.
News
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03 July 2019
Premiumisation is about more than simply launching a premium brand – and even if it does involve a premium brand, marketers need to guard against making assumptions about who will buy it and where, according to the Ehrenberg-Bass Institute.
Article
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Doreen Wang, Admap, July 2019
Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.
Article
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Dave McCaughan, Admap, July 2019
Looks at how, across Asia, there is a rising, still fast-growing middle, and more importantly upper-middle class who want a slightly better, rarer, more unique experience.
Article
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Admap, July 2019
A summary of new thinking and best practice on premiumisation from Admap.
Article
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David Adamson, Admap, July 2019
Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.
Article
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Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Digital First, June 2019
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.
Article
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David Taylor, Admap, July 2019
Looks at driving premiumisation by smartly and strategically extending your core range.
Article
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Peter Matthews, Admap, July 2019
Looks at how technology players, such as Amazon, have particularly impacted middle-market brands that often have not invested sufficiently to understand their customers.
Article
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John Dawes, Magda Nenycz-Thiel, Charles Graham and Bruce McColl, Admap, July 2019
Explores the myths of premiumisation, adding evidence to the topic by identifying the appropriate growth strategy, as well as how to manage pricing and price promotions for the premium offer.
