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MediaPost Publications, November 3, 2009 — Shopper marketing continues to grow in importance for CPGs and retailers, but its effectiveness is being limited by insufficient integration with out-of-store marketing and media channels, according to a new study from the Grocery Manufacturers Association, Booz & Company and SheSpeaks.
Advertising Age, April 13, 2009 — Package-goods brands are still cautious about social media, figuring that the return on investment can't be accurately measured. After all, marketing on Facebook or MySpace might generate a conversation but not necessarily a sale. Now, however, a method is emerging to relate one to the other, potentially eliminating a major impediment.
Wall Street Journal, March 27, 2009 — The slumping economy has begun to squeeze big food makers, forcing them to rethink their pricing strategies.
After a year in which they boosted prices to help offset higher costs for transportation and commodities such as corn, food companies are finding that consumers are increasingly trading down to cheaper "private label," or store-branded, food.
That's making it harder to continue raising prices.
Brandweek, October 5, 2008 — Recognizing that a consumer's two cents are well worth their dollars, General Mills and Kraft have both launched new word-of-mouth networks.
For General Mills, it is "Pssst . . . ," an online network that gives members the scoop on the latest product news and offerings. The site, pssst.generalmills.com, currently has 100,000 members after a quiet launch last month.
Pssst uses an initial survey to help gauge product preferences. Once registered, users can voice their opinions via blog posts, share online coupon offers and recipes, and test new sample kits via the mail.
Kraft, meanwhile, kicked off Kraftfirsttaste.com last week, which lets consumers share the newest coupon and sampling offers, but also includes features such as a member spotlight, product... continue reading
Brandweek, April 29, 2008 — Until recently, Kraft's growth strategy largely revolved around extensions, like Philadelphia Cream Cheese snack bars or Jell-O cheesecake snacks entry with peaches and bananas. But now the company is taking a different approach.
MarketingVox, January 11, 2008 — Approximately 50% of US consumers consider at least one sustainability factor in selecting consumer packaged goods items and choosing where to shop for those products, according to a survey conducted by Information Resources, Inc., reports Environmental Leader (via MarketingCharts).
Advertising Age, September 27, 2007 — BATAVIA, Ohio (AdAge.com) — The fastest-growing medium isn't the internet, but shopper marketing, where retailers and package-goods marketers are shifting hundreds of millions of dollars — doubling their expenditure in the past three years alone.
A new study finds shopper marketing has grown from 3% of the overall marketing budgets of the 19 package-goods manufacturers surveyed in 2004 to 6% this year. The manufacturers expect it to reach 8% of marketing budgets by 2010.
MediaPost Publications, June 26, 2007 — WHEN SHOPPING IN SUPERMARKETS OR drug stores, are consumers likely to show any brand loyalty? Practically none. A new report from TNS Retail Forward finds that three-quarters of shoppers will happily switch brands, motivated not just by what's cheaper, but even what's at eye level. "Few brands are immune to switching behavior," the market researcher reports.
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