Price vs volume: How are brands fighting consumer fatigue to drive growth?
Niamh CarrollRecent earnings calls from the likes of P&G, McDonald’s and Unilever provide insight into how some of the biggest B2C brands plan to deliver growth.
Recent earnings calls from the likes of P&G, McDonald’s and Unilever provide insight into how some of the biggest B2C brands plan to deliver growth.
Recognising there are different approaches to building pricing power, how can marketers identify the right ingredients to justify a premium?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Domino’s CEO protecting marketing spend to drive growth, to Diageo’s Dave Lewis urging people to stop conflating competitiveness with price, it’s been a busy week. Here is my take.
As 40.4% of B2C brands turn to price promotions versus 17.9% within B2B, marketers reveal how different approaches to pricing can impact growth and value.
Price promotions are favoured by B2C firms, while B2B brands are targeting higher base prices, new Marketing Week data reveals.
Amid flat sales and a tough consumer environment, P&G is looking to drive value perceptions through innovation and communication, rather than discounting.
The Dove owner says its World Cup activations, the biggest in its history, acts as “proof of what Unilever is creating” with its creator-first marketing model.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the latest Bellwether showing budgets are up for the second quarter in a row to Center Parcs’ premiumisation plan, it’s been a busy week. Here is my take.
Investment in emotional brand-building as well as product is enabling Center Parcs to charge higher prices and drive value for the business, says its CMO Sara Holt.
The vast majority of marketers don’t have a say on their firm’s pricing strategy, and fewer still have any control over distribution.
McDonald’s CEO says strong marketing paired with value will drive real business results, even as the business braces for more inflation pressure.
Brand competitiveness and affordability are key pillars of Sir Dave Lewis’s turnaround plan for Diageo.
The AA Driving School and BSM Driving School have been fined by the CMA for illegal online pricing practices.
Having carved out a name for itself as “the dupe brand”, MCoBeauty’s marketing director shares why taking a local market approach has been key to its launch in the UK.
While premiumisation has been a priority for decades, Diageo must also go after consumers at lower price points to drive growth, says new CEO.
