When a consumer thinks of a megabrand, she may think of Coke, Budweiser or Cheerios.  These are all category leaders and are certainly “mega” in terms of their recognition around the world and sales figures.  But looking beyond sheer size, these products are actually quite limited in their scope: soft drinks, beer and cereal, respectively.  The word “megabrands” has a slightly different meaning for consumer goods companies and marketers: it relates to taking a power brand and extending its equity across related product categories to drive growth and efficiencies.  For …

The conflict between hippies and their parents in the 1960s gave rise to a new term: the generation gap.  Ever since, the phrase has been an easy way to define the differences in attitudes, politics and culture between the young and their elders.  And while the generation gap seen today between aging Baby Boomers and a younger, fast-growing, multi-cultural population may not be as pronounced or dramatic as it was 40 years ago, the ramifications for the U.S. in 2020 are just as big, and perhaps even more so.
Beyond the typical …

For decades, consumer product manufacturers have used research such as focus groups to test new products and marketing campaigns to help ensure that they resonate.  And much of the time, those traditional techniques have been effective.  But the Internet has added a new twist to consumer research, one that makes it easier for people to voice their opinions to the world.  More and more, consumer goods firms are finding that listening to what customers are saying on message boards and dedicated web sites can yield even more insight to what …

For more than a year, the U.S. consumer hit by the recession has changed the way he or she shops: a focus on value for money has led to some dramatic shifts in behavior that some say will last far beyond the current economic environment.  With 80 percent of Americans saying they were stressed due to the economy, savvy retailers and consumer goods manufacturers have shifted their marketing to appeal to consumers watching their money more closely.  But have those ads been successful?  Nielsen IAG examined 67 such ads from …

The recession has prompted consumers around the world to re-evaluate what’s important to them.  Issues such as the economy, job security and other topics related to finances are top of mind for most people and, as a result, issues such as the environment have fallen.  In fact, the latest edition of Nielsen’s Global Online Survey covering more than 50 countries found that global warming dropped to 14th place on the list of “biggest and second biggest concerns.” That said, the issue remains important to citizens in many countries.  More than …

Most businesses want to build a loyal customer base, people who will frequent their stores or buy their products on a regular basis and talk positively about their experiences with their friends and associates.  Loyal customers provide a steady revenue stream, higher profit margins and confirmed evangelists who do much of their marketing for them. 
With the country in the grips of a recession, however, consumers are focusing on price more than where they purchase goods.  Recent surveys have reported a decline in corporate allegiance.  But all is not lost for …

Like many industrialized nations, the face of the United States is changing.  An aging population, a declining birth rate combined with growing ethnic diversity will pose new challenges for the economy.  Along with these demographic changes will come shifts in consumer spending, and consumer goods marketers will have to adjust tactics, focus and products if they hope to capitalize on what will be the new reality. 
So what will be different in terms of consumer spending in just 11 years?  A weakened Social Security system and underfunded private pension plans will …

The topic of harmonizing data across global markets is not one that consumers think about.  But to consumer product manufacturers, marketers and economists, it is an issue fraught with challenges, as variations in barcodes, brand names, packaging and sizes make it extremely difficult to obtain reliable comparisons from country to country.  Take the simple product chocolate sprinkles:

 
In the U.S. and Belgium, they are used as toppings for cakes or ice cream.  In the Netherlands, however, they are used as a sandwich spread.  Likewise, compote is a dessert in southern Europe …

In the early days of the Silver Screen, immigrant characters were not necessarily embraced.  Indeed, it wasn’t until Margarita Cansino changed her name to Rita Hayworth did she hit the big time.  Today, such a move would not be necessary, as attracting Hispanics is one path for a movie to become a blockbuster.  While Latinos make up about 15 percent of the U.S. population, they represent 28 percent of today’s heavy moviegoers.  Almost half of Latinos age 12 to 34 watch 11 or more movies a year (compared to 7 …

As consumers continue to tighten their wallets, product manufacturers are feeling the pinch. Add higher costs for health care, energy and raw materials to the equation and many manufacturers are forced to cut costs to maintain sales and profitability.  But if there is one overarching message for manufacturers, it’s this: do not pull back on innovation or marketing support.  Nielsen research reveals that brands that continued to invest in these areas during a downturn performed significantly better than their peers once recovery takes hold.
Nielsen looked at more than 100 client engagements …