Article
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WARC Best Practice, December 2018
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.
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.
News
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24 November 2017
LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.
News
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29 September 2017
KOLKATA: India’s FMCG companies use smaller pack sizes as a way of widening distribution and increasing penetration but these efforts may be hampered by government plans to tighten regulations surrounding tobacco sales at paan shops.
News
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12 September 2017
BEIJING: Apple will this week announce the next iteration of its game-changing iPhone model, widely thought to be the dubbed iPhone 8.
Article
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Research on WARC, Kantar IMRB, June 2017
This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.
News
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11 April 2017
LONDON: Recent modest increases to food and drink prices in the UK have often been blamed on Brexit, the country's decision to leave the European Union, but a new report suggests the trend is almost entirely due to fewer promotions.
News
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05 April 2017
LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.
Opinion
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Gareth Kay_, March 2017
Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.
Article
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Anil Thakraney, Event Reports, ad:tech New Delhi, March 2017
The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.
Article
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Fiona McAnena, Market Leader, Quarter 2, 2017, pp. 50-52
This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.
Article
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Gareth Kay, Admap, March 2017, pp. 7-7
This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.
Article
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Lena Roland, Event Reports, Omnishopper International, November 2016
This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.
