Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
By Mark Ritson
The biggest direct-to-consumer brands still only achieve around half the search volume of established competitors, according to exclusive data from Google, but the fastest risers are catching up quickly.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
FMCG firms are using their brand equity to up prices, but in a tough consumer economy, will it win or lose them revenue?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.