Posted on 17 May 2013 by Ashirvad Tomar
An attractive smile – in particular white teeth – has become a sought-after physical attribute among today’s self-expressive and appearance-conscious US consumers. However, with today’s teeth whitening market nearing saturation in Western regions, it has become hard for industry players to achieve standout appeal. This blog entry examines how the Crest and Oral-B brands, which are both owned by Procter & Gamble, have used consumer-focused innovation to form a point of differentiation within the US teeth whitening market. The Crest and Oral-B 3D White Collection achieved $151.1m in first-year sales,… Read more
Posted on 15 May 2013 by Ashirvad Tomar
Cereal manufacturers in Australia and New Zealand have struggled to gain traction in the fiber cereal category. Not only do they have to contend with Kellogg’s dominance of the category, but they also face competition from non-cereal products touting the same benefits. This article investigates the appeal of fiber cereal, and how industry players can withstand competition from both within and outside of their category. The fiber cereal markets in Australia and New Zealand are characterized by numerous players, both new and established. Despite the number of products on offer… Read more
Posted on 14 May 2013 by Ashirvad Tomar
Amid a dwindling UK juice and smoothie category, Cherrygood, the UK’s first ready-to-drink cherry juice, has achieved notable market success following its launch in 2009. In its first year of operation the brand reported a turnover of £1.2m. This article will examine how Cherrygood’s unique product attributes and brand marketing have enabled it to form a point of differentiation within the UK juice and smoothie category and in so doing buck the category’s declining trend. The UK juice and smoothie category has fallen foul of cost-conscious consumers following the recession… Read more
Posted on 13 May 2013 by Ashirvad Tomar
As the attention consumers pay towards natural beauty and cosmetics that are “free-from” ingredients perceived as harmful continues to grow, packaging suppliers including Promens and Aptar have launched sterile packaging solutions that allow cosmetics manufacturers to sell preservative-free products. Although there is no scientific evidence that preservatives such as parabens are actually harmful at the levels at which they are used in personal care products, the combination of media misinformation, lobbying by non-governmental organizations (NGOs), and marketing claims made by the producers of natural products have tainted such chemicals in… Read more
Posted on 10 May 2013 by Gerald Brent
Following a weaker yen (the dollar and euro have both appreciated almost 20% against the yen in recent months), the giant electronics, entertainment, and technology exporter has recorded a net profit of Y43bn ($435m), a remarkable turnaround from the Japanese firm’s Y475bn loss a year earlier. Indeed, currency market trends, largely brought about by the consequences or perceived future consequences of the Bank of Japan’s monetary, fiscal, and regulatory easing (what has been deemed Abenomics, after the incumbent Premier’s pushing for the changes), have been necessary for the turnaround, the… Read more
Posted on 9 May 2013 by Ashirvad Tomar
Rising wealth among Chinese consumers has driven the market for luxury goods. While premium imported spirits have status-symbol appeal, they are also faced with strong competition from both within and outside the category. This article looks at opportunities for international spirits manufacturers in China, and the issues that need to be addressed when strategizing market entry and/or expansion. China is a key growth market for virtually all consumer packaged goods (CPG) categories, as the sheer size and spending power of the market is difficult to ignore. For premium spirits, the… Read more
Posted on 3 May 2013 by Ashirvad Tomar
Reckitt Benckiser reported impressive year-on-year pre-tax profits for 2010, stating that its performance in developing markets had helped offset sluggish activity in its Western markets. As part of this impressive performance, the company said its Dettol brand continued to deliver excellent growth in developing markets. This article examines how the Dettol brand has been well placed to extend its product portfolio into the personal care market in the Far East (particularly China, India, Japan, and South Korea) region of Reckitt Benckiser’s developing market axis, and how competitors can compete with… Read more
Posted on 2 May 2013 by Ashirvad Tomar
In recent times there has been a greater emphasis placed on location when it comes to product. Consumers want to know where a product was produced, and often desire ingredients that are sourced locally. While this is important to consumers for environmental reasons (“food miles” is becoming an increasingly prominent issue), there is also a feeling that local produce is fresher, and that heritage and supporting local businesses is important. Furthermore, regions thrive on their own individuality, with manufacturers and food service chains looking to leverage this by creating numerous… Read more
Posted on 1 May 2013 by Ashirvad Tomar
Amid volume declines in spirits generally, Gruppo Campari’s Aperol brand has achieved dramatic growth since 2004, with total sales quadrupling off the back of expansion both throughout its core Italian market and into Austria and Germany. This article examines how the Aperol brand has managed to achieve strong resonance among a geographically widening range of consumers despite its focus on the premium and on-trade aspects of the alcohol market in the middle of the global economic downturn. The Aperol brand has been one of the most notable success stories in… Read more
Posted on 26 April 2013 by Ashirvad Tomar
Brazil is the world’s largest orange grower and orange juice producer and three out of five glasses of orange juice consumed in the world are produced in Brazil. While the country has achieved a leading position in the global market due to its long history of research and investments, it is now facing the challenge of decreasing consumption rates in the most important international consumer markets for Brazilian orange juice. This article examine the reasons why consumers are replacing orange juice with other types of beverages, and what strategies need… Read more
