MarketLine Blog

Posts about Marketing

The $1000 iPhone: The future of Apple is in services

MarketLine

On the 3rd of October 2018, Apple’s share price hit an annual high of $232. On the 18th of January 2019, it had fallen to $156, a 33% decrease. Stagnating Chinese growth and the ongoing trade war between the US and China meant expected sales revenues fell below investor expectations. Over the previous year, the price-points of the latest iPhone and iPad had increased 20%, to around $1000. Simultaneously in their earnings call, Apple announced the company’s would move the focus of its strategy from iPhone sales to its service… Read more

Daniel Wellington: The fastest growing private European company in 2017

MarketLine

Daniel Wellington is a Swedish watch making company that has been placed at the top of the “Fastest Growing European Companies” list. Started by Filip Tysander in 2011 using his own money, the company has since witnessed impressive growth thanks to a very successful social media marketing strategy campaign. Rather than engaging in traditional marketing in a rather congested market where giants like Rolex and Tag Heuer exist, Daniel Wellington instead has sought to utilize the power of social media in order to boost its brand awareness. It has done… Read more

Blue Apron – Changing the way of eating and buying food

MarketLine

The US meal-kit delivery service is projected to be a $5bn market over the next three years. Though space is already crowded, a start-up company, Blue Apron, managed to carve a niche out for itself. By recognizing the educational void for the multitude of home cooks and building a wildly successful business around feeding them, while sharpening their kitchen prowess, the company managed to build a $2bn recipe-delivery business with 2,500 employees, in 36 months. By designing its business model around supply chain efficiencies, the company managed to get fresher… Read more

Behind the Digital Iron Curtain: Rise of Chinese Silicon Valley

MarketLine

After a long period of rapid, double digit growth, the Chinese economy entered a more sustainable phase of development, based on innovation and consumption. Given the large population of 1.3 billion in China, the explosive growth of smartphone users, e-commerce, and online content consumption and creation led to a digital revolution in almost all industries and business sectors. While the Chinese Communist Party is trying to match its social control in the real world with the virtual world, which becomes more and more restrictive, the country’s internet is thriving and… Read more

Selfie generation: Refashioning make-up market

MarketLine

The global make-up industry grew by a record 8.4% in 2016 and was the main growth driver for the cosmetics market worldwide. The range of make-up products is endless, and some product categories, in particular those highly popular with the generation of Millennials, (i.e. concealers, illuminating highlighters, lipsticks) are booming. These hyper-connected customers are young, have a strong purchasing power, new ideas about beauty, and are also very keen to spend money on beauty products. While clothing and department stores are increasingly closing their physical locations, not being able to… Read more

Primark expansion: The impact of Brexit on its profit margins

MarketLine

Primark, first established as Penneys in 1969 now has over 290 stores in Europe and the US collectively. In 2017, AB Foods the parent company of Primark has stated a further 16 Primark stores are to open across Europe and the US. Following the loss of BHS in 2016, a niche in the market was identified, a niche which Primark intends to capitalize on. Primark has been identified as the leading low-cost clothing retailer in recent years competing against the likes of ASDA and H&M. The branches in Europe were… Read more

Once Upon A Time At Christmas… The John Lewis Formula

MarketLine

Advertising has been an increasingly important aspect in modern day business with companies spending millions on advertising campaigns. Every now and then, an advertising campaign can capture the imagination of the people watching which helps to increase the profile of a brand substantially. In the UK, one such example is that of the John Lewis Christmas advertisement. From 2007 onwards, John Lewis has evolved its Christmas adverts into something of a Christmas tradition. Every year, people anticipate the release of the new advert speculating on what it may contain with… Read more

Corporate Sponsorship: Companies hypersensitive to damaging controversies

MarketLine

When a company is giving serious thought to sponsoring an event or club, or signing an individual to a costly endorsement contract, it takes several factors into consideration. The benefits that a company is seeking by entering into such arrangements are namely revenue growth, an improved corporate image, and increased brand equity as a result of greater consumer awareness. This is a double-edged sword however, as scandals involving sponsored celebrities or organizations can reflect badly. In many instances, there is no obvious link between the sponsor and the sponsored party…. Read more