Marketing Digest
Hot Headlines from the Frontlines of the Industry
Teresa Greenlees, '09
Issue date: 3/13/08 Section: GSB News
If You Grill It, Will TheyCome?
As the cornerstone of its muchneeded turnaround strategy, Yum Brands chain KFC plans to launch several new menu items aimed at health conscious consumers. This isn't the first time KFC has tried to introduce a healthier alternative to its namesake product, but these previous attempts to market grilled or roasted chicken have fallen flat. Franchise owners say consumer behavior can be difficult to predict. Though some may come to the stores planning to buy a grilled item from the menu, what they do when they get there is an entirely different story. Tell me about it. I'm a sucker for fried chicken. Talking about it is enough to fan the flames of my desire. But confronted by the sight and smell of the stuff as well, I'm a total goner. Source: Advertising Age
New Shave Gel Lights Up Retail Shelves
Makers of NXT, a new line of personal care products targeted at young men and scheduled to hit retail shelves this month, hope to generate consumer interest without spending a single dime on advertising. Knowing they couldn't compete with big budget advertisers like Unilever or Proctor & Gamble, they're banking instead on a lightemitting diode (LED) in the bottom of each container, which is programmed to flash briefly every 15 seconds, attracting consumers eyes (and hands) to the product. When on display, the shave gel, aftershave and face wash have been likened to a lineup of glowing lava lamps and said to have an "almost nightclub-friendly appearance." Source: New York Times
Consumers Choose Environment Over Convenience
As CPG firms from Unilever to Universal Studios consider new forms of packaging that will reduce waste and shipping costs, a new study conducted by The Nielson Co. indicated that more than half of U.S. consumers would give up convenience features (like easy stacking and storing, cook-in containers and easy transport) if they thought it would benefit the environment. A second study also conducted this winter by Information Resources, Inc. showed that onehalf of U.S. consumers consider at least one sustainability factor in their selection of consumer packaged goods and in choosing where to shop for those products. Source: Progressive Grocer, Environmental
Leader, MarketingCharts.com
As the cornerstone of its muchneeded turnaround strategy, Yum Brands chain KFC plans to launch several new menu items aimed at health conscious consumers. This isn't the first time KFC has tried to introduce a healthier alternative to its namesake product, but these previous attempts to market grilled or roasted chicken have fallen flat. Franchise owners say consumer behavior can be difficult to predict. Though some may come to the stores planning to buy a grilled item from the menu, what they do when they get there is an entirely different story. Tell me about it. I'm a sucker for fried chicken. Talking about it is enough to fan the flames of my desire. But confronted by the sight and smell of the stuff as well, I'm a total goner. Source: Advertising Age
New Shave Gel Lights Up Retail Shelves
Makers of NXT, a new line of personal care products targeted at young men and scheduled to hit retail shelves this month, hope to generate consumer interest without spending a single dime on advertising. Knowing they couldn't compete with big budget advertisers like Unilever or Proctor & Gamble, they're banking instead on a lightemitting diode (LED) in the bottom of each container, which is programmed to flash briefly every 15 seconds, attracting consumers eyes (and hands) to the product. When on display, the shave gel, aftershave and face wash have been likened to a lineup of glowing lava lamps and said to have an "almost nightclub-friendly appearance." Source: New York Times
Consumers Choose Environment Over Convenience
As CPG firms from Unilever to Universal Studios consider new forms of packaging that will reduce waste and shipping costs, a new study conducted by The Nielson Co. indicated that more than half of U.S. consumers would give up convenience features (like easy stacking and storing, cook-in containers and easy transport) if they thought it would benefit the environment. A second study also conducted this winter by Information Resources, Inc. showed that onehalf of U.S. consumers consider at least one sustainability factor in their selection of consumer packaged goods and in choosing where to shop for those products. Source: Progressive Grocer, Environmental
Leader, MarketingCharts.com
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