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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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.
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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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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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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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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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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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.
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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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.
Opinion
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Oli Flower, June 2019
A recent news story flagged up how wine brands are out of touch with their audience, says Oli Flower of Reprise: consumers want simplicity, yet the category fuels confusion.
Research Paper
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Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Digital First, May 2019
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Article
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WARC Best Practice, April 2019
This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Opinion
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Patrick van der Zee, February 2019
Flux in the retail sector is nothing new, but we’ve seen unprecedented changes in the industry in recent times.
Article
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Tom Pattinson, WPP Atticus Awards, Merit, 2018
Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.
Article
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Michael J. McDermott, ANA Magazine, ANA Magazine, November 2018
US research looks into the effectiveness of rebate programmes on business-to-business and business-to-consumer communications.
News
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09 August 2018
SHENZHEN: OnePlus, the upstart Chinese smartphone manufacturer, has charmed techies and consumers alike with its high-tech, reasonably priced phones.
News
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02 August 2018
GLOBAL: Procter and Gamble, the world’s largest advertiser, hinted at some strategic changes during an earnings call that saw the FMCG giant miss forecasts, amid news of price increases.
Research Paper
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Surbhi Minocha and Vasudha Kumar, ESOMAR, APAC, 2018
Kantar India, the Data Investment Management division of WPP, shares its end-to-end framework for conducting consumer-pricing research and explains how conventional methods do not provide a reliable solution.
Opinion
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Tim Williams, May 2018
Cost-cutting is mistakenly being used too much as a driver by today’s advertising and marketing professionals, says Tim Williams.
News
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28 March 2018
MUMBAI: Oppo, the Chinese smartphone maker, aims to establish dominance in India by emulating the flash-sales tactics that helped its rival Xiaomi knock Korean giant Samsung out of the top spot.
Article
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Andrew Wardlaw, Event Reports, MMR: Premium Decoded, January 2018
Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.
Opinion
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Paul Hunt, December 2017
As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.
