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 August 2020
The COVID-19 pandemic and subsequent country lockdowns have driven ten years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals; a new WARC report looks at the changes taking place and what they mean ...
Article
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WARC Best Practice, August 2020
A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Article
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Ken Roberts, WARC Best Practice, July 2020
Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.
News
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14 July 2020
It’s understandable that many brands are feeling the urge to rush onto e-commerce platforms, but doing so without a plan could cause more harm than good, an expert cautions.
Article
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John Phillips, WARC Exclusive, July 2020
Offers advice for how media owners can grow subscription businesses to help counteract any decline in ad revenues.
Article
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Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020
Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.
Article
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Qun Ren, Ke Rong, Chao Lu, Gordon Liu, and Margaret Ross, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 350-368
Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones.
News
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27 May 2020
Frozen food brand Birds Eye is working on a “comeback plan” for more normal times, including reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.
Article
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WARC Best Practice, May 2020
This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Article
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Fiona McAnena, WARC Webinars, May 2020
Fiona McAnena, a strategic marketer and board adviser who’s worked on international brands across multiple sectors, looks at the four factors to consider when setting pricing strategy during a recession: category, brand, segmentation and timescale.
News
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14 May 2020
Discounting is tempting during recessions but it creates downward pressure on margins; in The WARC Guide, Fiona McAnena advises that setting a pricing strategy shouldn’t be only about cash.
Article
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Joan Driggs, WARC Exclusive, May 2020
Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
Article
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Les Binet, WARC Exclusive, May 2020
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Article
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J. Walker Smith, WARC Exclusive, May 2020
Explains that the idea that all consumers trade down during recessions is overly simplistic.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
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Geoffrey Precourt, WARC COVID-19 Series, April 2020
The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.
News
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23 April 2020
Maximum reach, minimum spend is the Xiaomi way and in just five years that approach has won the digital-first, Chinese phone brand more than a quarter of India’s smartphone market.
News
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22 April 2020
After 76 days of total lockdown, the residents of Wuhan are now being encouraged to leave their homes and shop.
Article
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Biprorshee Das, Event Reports, Pitch CMO Summit, February 2020
Anuj Sharma, head of marketing at Xiaomi India, shared how the Chinese consumer electronics company built a customer community in India in a little over five years.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.
Article
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David Carr, WARC COVID-19 Series, April 2020
E-commerce is well-suited to recessions, so brands looking to drive e-commerce revenue must learn from past recessions and ensure their tech and supply chain are in place to deliver.
News
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03 April 2020
After dealing with the immediate business impact of the COVID-19 pandemic, marketers are now shifting gears to combine short-term measures with planning for a time when the crisis has receded.
News
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31 March 2020
The hotly anticipated streaming service Quibi is pressing on with plans to launch on April 6, despite the major shifts that have taken place in the market since that date was set.
News
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18 March 2020
A low-cost brand like Spirit Airlines may be better placed to deal with the challenges of COVID-19 than higher-priced rivals, according to Ted Christie, the company’s chief executive.
