The consumer goods giant is committing to further investment in marketing efficiency as it seeks to drive category growth in beauty and home care.
Increased prices have played a significant role in Premier Foods’ sales growth in recent years. This boost is now fading, but the business is confident in its formula of brand investment and innovation to drive continued success.
Primark owner Associated British Foods says the business spends “every day… worrying about whether we got the right price points”.
The online supermarket has revealed increases in active customers and volume growth following a step change in marketing strategy.
M&S enjoyed a strong festive period bolstered by a rejuvenated clothing and home line and a growing uptake of its value food proposition.
Supermarket chain Tesco has posted “strong” results for its third quarter and Christmas period, which it ascribes primarily to its focus on value.
The supermarket has recorded strong Q3 performance driven by grocery volume sales increases – which it attributes to investment in value and own-brand ranges.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Clothing retailer Next has delivered better than anticipated full price sales in November and December, which it attributes to investment in its online services.
The UK’s two major discounters reported significant success over the festive period, with a focus on both pricing and product having driven sales.
François Bazini says brands “get lost” when they look for growth in the wrong places and explains why it was so important for Ribena to bring back its ‘Berries’ characters.
David Hills is looking to a simplified structure, and more straightforward messaging to communicate its “uncompromising value”.
Brands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
Many FMCG brands have relied on price increases to drive growth during inflation, but this is unlikely to be sustainable as costs ease next year.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.