Rising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
Countries around the globe are in the midst of one of the worst inflationary episodes of recent history. In the UK, the cost of living hit a 30-year high in January, as prices surged 5.5% over the prior 12 months.
Inflation means price increases are marketing’s number-one priority for 2022. But how many marketers are capable or even aware of the challenge ahead? Our columnist provides a handy cheat sheet for those who want to get it right.
The drink and snack firm says it is focused on becoming a “better data company” as it looks to improve the way it measures the ROI of marketing.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
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.
