Peperami’s marketing lead on why it is launching its biggest campaign in nearly a decade during tough economic times to strengthen awareness of its wider portfolio.
Peperami is investing heavily in its category to broaden appeal and showcase the brand as being far more than its traditional product.
Investment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
There is an “evident loophole” in rules allowing brands to create “pester power” for sugary products through packaging which appeals to children, says Action on Sugar.
Batchelors grew revenue by 20% in its most recent financial year, something which brand director Naomi Shooman attributes to continued investment, consistency, innovation and its ability to tap into new occasions.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.