The Heinz-Kraft merger announced Wednesday will form the fifth biggest food and beverage company worldwide. While the marketing budget will not take a big hit, the combined firm will implement a lean marketing strategy based on zero-based budgeting: spending money on advertising that is proven to work and generate a strong return on investment.
Tag: marketing
“Transformers: Age of Extinction” Receives 2015 Award for Most and Worst Product Placement, While “Lego Movie” Succeeds with Strongest Product Placement Impact
Featuring 55 brands, Transformers: Age of Extinction recently won both the 2014 Award for Achievement in Product Placement in a Single Film (that is, the most product placement) and Worst Product Placement by Brandcameo. It also tied for first in Unwanted Product Placement. The Lego Movie saw greater success, winning the 2014 Award for Product Placement Impact.
Bringing Old Products Back from the Dead
Nostalgia can be a very powerful force capable of driving different types of behavior. For marketers, being able to identify what products or elements consumers are nostalgic for (or in some cases consumers never really […]
Imgur Aims to Augment its Revenue Model with Promoted Posts
An interesting article in Adweek discusses Imgur’s plans to offer promoted posts in 2015. Imgur is an image hosting site, where people can upload, edit and share photos for free. The company, which has been […]
Marketing where HBO’s Game of Thrones is Filmed: Tourism Ireland gets 8.6 Million Pounds Worth of Publicity for the Price of 200,000 Pounds
For both Tourism Ireland and HBO, collaboration on a Game of Thrones themed campaign represented a clear win-win scenario for both organizations.
The Charlotte Hornets’ Recent Rebranding: Short Term and Long Term Impact and Implications
A recent article in The New York Times takes a look at the Charlotte Hornets’ most recent marketing efforts involving the team’s new (or in some ways old) mascot and a door to door approach […]
Connecting Technologies as a Means of Accessing New Markets: Uber’s Partnership Strategy Aims to Gain New Customers
These days there’s an app for just about anything that you can think of and with the public increasingly relying on their smartphones for different functions it’s not a bad time to be in the […]
United’s New Safety Video Highlights how Marketers are Finding Creative Ways to Engage and Promote the Brand in Unexpected Places
(A couple of the images from United’s new safety video highlight the diversity of locations that were incorporated into its scenes. Photos courtesy of http://www.usatoday.com and http://www.ausbt.com.au) An interesting post in Forbes discusses a move […]
The Pepsi Spire: PepsiCo’s Computerized Fountain Beverage Machine Provides a Lesson in the Factors that go into Product Development in a Competitive Environment
In the soda industry the first two names that will come to people’s minds are typically Coke and Pepsi. The two companies that represent these massive brands compete fiercely with each other within multiple segments […]
Marketing Director or Brand Director?
(Marketing Week, 2014) An interesting article in AdvertisingAge this week discusses a change in titles for some of P&G’s marketing leadership. Specifically, as of July 1st P&G has announced a shift in the titles of […]
Marketing Management 