Description: According to Euromonitor International, the gum industry’s market value hit $18.6 billion in 2020. Since 2015, Mars Wrigley has held 25% of the global brand share for chewing gum and a 40% portion in the U.S. The Covid-19 pandemic since it began in March 2020 has negatively impacted gum’s most prominent players and could… Read more »
Posts Categorized: Retail Marketing
Google will spend $7 billion and add 10,000+ jobs in 2021: Alphabet CFO Ruth Porat
Description: Alphabet CFO Ruth Porat joins ‘Influencers with Andy Serwer’ to discuss Google’s massive $7 billion investment in U.S. offices and new jobs. Source: Yahoo.Finance.com – video report Date: Mar 18, 2021 Link: https://ca.finance.yahoo.com/video/google-spend-7-billion-add-123804119.html Questions for discussion: How is the growth in Google in the U.S. and globally a sign of good economic development? Who… Read more »
Consumers Frustrated With The Online Shopping Experience, Study Finds
Description: Retailers are suffering from an online service gap, according to Relevance Report 2021 Ecommerce, a study from Coveo, conducted by Researchscape. Source: MediaPost.com Date: Mar 06, 2021 Link: https://www.mediapost.com/publications/article/361186/consumers-frustrated-with-the-online-shopping-expe.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=121647&hashid=S0v0SEvtS-SjDpBGmLW7Fg Questions for discussion: What does the data say about consumers’ experiences online? What should marketers do about these concerns, in your opinion?
Canadian businesses still worry about survival even as the pandemic’s end draws closer
Description: Half of businesses say they do not know how long they can keep operating at their current level of revenue Source: FinancialPost.com – video report Date: Mar 05, 2021 Link: https://financialpost.com/news/economy/canadian-businesses-still-worry-about-survival-even-as-the-pandemics-end-draws-closer Questions for discussion: What does the report say about managers perceptions of the state of their businesses? What is being done to help?… Read more »
Etsy’s pandemic cornerstone was masks. Now it’s showing it can move on.
Description: Etsy (ETSY) vendors sold nearly $750 million worth of masks in 2020, as a whole industry sprang up to address the emerging and then pervasive threat of COVID-19. The company’s latest numbers, though, have demonstrated how it has translated the hot demand for one product into customers sticking around for others. Analysts think it… Read more »
P&G brings coronavirus-killing Microban 24 to UK with integrated campaign
Description: Procter & Gamble is looking to maintain the strong sales momentum for Microban 24 with its first expansion of the disinfectant outside the U.S. Source: MarketingDive.com Date: Feb 23, 2021 Link: https://www.marketingdive.com/news/pg-brings-coronavirus-killing-microban-24-to-uk-with-integrated-campaign/595519/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202021-02-23%20Marketing%20Dive%20Newsletter%20%5Bissue:32595%5D&utm_term=Marketing%20Dive Questions for discussion: Critically evaluate the campaign and video ad. What else would you do to enhance rapid brand awareness and purchase?
‘WandaVision’ is so popular it caused Disney+ to crash in the middle of the night
Description: Disney’s “WandaVision” is so powerful and popular, it appeared to take down the company’s streaming service on Friday. Source: CNBC.com Date: Feb 20, 2021 Link: https://www.cnbc.com/2021/02/19/disney-plus-goes-down-wandavision-episode-7-premiere.html Questions for discussion: Do you think Disney marketing is correct to build a brand based on this franchise? How else can Disney extend the brand into other products… Read more »
In global historic first, ecommerce in China will account for more than 50% of retail sales
Description: This year, China will take a step in its digital transformation that once may have seemed almost unthinkable. We forecast that 52.1% of the country’s retail sales will come from ecommerce in 2021, up from 44.8% a year prior. That means that for the first time anywhere, a majority of retail sales for an… Read more »
Target’s activewear brand hits $1 billion in sales, as retailer gains ground in apparel
Description: Target launched its own line of workout clothes and exercise equipment about a year ago. Two months later, the pandemic turned much of the country into stretchy pants-wearing remote workers who converted garages into home gyms and cut back on shopping trips. Source: CNBC.com – video report Date: Feb 08, 2021 Link: https://www.cnbc.com/2021/02/08/target-activewear-brands-sales-hit-1-billion-as-retailer-gains-in-apparel.html Questions for… Read more »
Shopify’s payment option ‘Shop Pay’ to be added to Facebook, Instagram
Description: First time feature will be available outside Shopify’s platform Source: FinancialPost.com – video report Date: Feb 09, 2021 Link: https://financialpost.com/technology/shopify-shop-pay-facebook-instagram Questions for discussion: How does this decision enhance the growth of the Shopify brand? How significant do think the connection to social media sites like Facebook is for Shopify’s growth?
Applied Marketing, 2e
Canadian Edition
