October 27, 2020

Pokémon Go – fad or fantastic marketing opportunity?

Chances are you’ve heard of Pokémon Go. It’s the latest global gaming phenomenon. In the US it’s estimated that 7.5 million people downloaded it within three days of its launch, and it has achieved $1.6 million of daily revenue in Apple’s iOS store alone. Moreover, it’s added more than $7 billion (£5.4 billion) to Nintendo’s […]

‘C’mon Andy’

In recent years there has been much talk about a shift in power from brand owner to consumer. The time when brand owners thought themselves to be in full control of their brand has passed; increasingly it is recognised that brands evolve through the ways consumers interact with them.  On the rise too are customer expectations based on […]

So you thought private labels were the domain of the ‘less well- off’ did you?

In the retail sector, primarily two forms of brand categories exist – National Brands (NBs) and Private Label Brands (PLBs) (see the Marketing course Module 11).  As Justin Beneke reports (Edinburgh Business School DBA thesis, 2014), ‘whereas in developed nations it is the hard-pressed consumer segment that represents the most attractive market segment for private […]

The Price isn’t just right!!!

Do you know that supermarkets could be throwing away millions of pounds in revenue? Do you know why? Well it’s because they may not be pricing their products correctly. It is estimated that UK and US consumers spend 9.4% and 6.1% of household total expenditure respectively on grocery products. Yet despite this significant share of […]