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Designing the Right Marketing Department for Your Growing Business

By Bob Clark On September 29, 2011 · Add Comment
 When a firm finds it has grown to sufficient size and stability to install an internal team of marketers, it is important to build the right team structure.  There are a several structural options, and the choice of which one will make a significant impact on the direction and growth of the company.  Apart from [...]
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Netflix – Managing in that Nasty Growth Cycle

By Bob Clark On September 21, 2011 · Add Comment
Netflix pulled another surprise move on its loyal customer base.  After only recently hiking the price of its service by almost 60% (charging equally as much for having DVDs mailed to your home versus on-line streaming of video – when it used to be all one price), Netflix has announced that it is spinning off its [...]
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Consumer Needs – Functional or Emotional?

By Bob Clark On September 15, 2011 · 2 Comments
Consumers (and customers) have needs that marketers and businesses seek to satisfy.    For consumer goods, the needs are often good quality (product performance) at a decent price. In business services, customers need on-time delivery, low price, and quality of service.  Each of your brand’s attributes are weighed by how well they fit a set of [...]
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Category Lifecycle – Finding The Right Brand Strategy

By Bob Clark On September 10, 2011 · Add Comment
I am presenting at a marketing conference in San Francisco on Monday, September 12th and am really excited to speak on the topic of “Managing Brands Across the Category Lifecycle”.  My goal is to show that there are winning strategies in every part of the category life cycle (Intro, Growth, Maturity and Decline).   One example [...]
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Premium Branding Strategy Can Win in the Mass Market

By Bob Clark On August 30, 2011 · 3 Comments
Downward pricing pressure from recession-weary consumers and the retail trade is increasingly forcing manufacturers of brands to fight a battle of competitive pricing.  Mass merchandisers, dollar stores and discounters are, themselves, fighting a battle to capture a larger share of the consumer pocketbook from traditional food stores, and mid-tier department stores.  Private label quality is up and providing [...]
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HP – Saying No To An Unprofitable PC Business

By Bob Clark On August 25, 2011 · Add Comment
Does anyone believe, like me, that the reason that HP is getting out of PC manufacturing is really that there is little profitable growth left in the industry?  And that this is really a good move?  Many of the blogs and comments I have read seem to display a sharp, emotional, mocking tone about HP’s [...]
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The Key to New Product Success

By Bob Clark On August 22, 2011 · Add Comment
Most new product programs do not deliver the results that are hoped for by the organization.  Most consumer product categories in the developed world are stagnant and marked with intense competition just to hold share position.  In a recent survey, conducted by Grocery Manufacturers of America (GMA) and Accenture, only 36% of consumer product goods [...]
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Snyder’s-Lance: Building a Bridge to Growth

By Bob Clark On August 19, 2011 · 1 Comment
One of the largest suppliers of crackers, cookies and salty-snacks, Charlotte, NC based Snyder’s-Lance, is looking to expand their reach and efficiency. The snack world took notice of the significance of these two solid companies joining together in a “merger of equals” in December 2010.  This merger created a $1.6B company with a strong direct-to-store [...]
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QR Codes – 14 million US Users in June 2011 and Growing

By Bob Clark On August 15, 2011 · 3 Comments
In a recent press release, comScore reported that 14 million U.S. smartphone users scanned a Quick Response (QR) code in June 2011.  At 6% of total mobile phone owners, this is not a bad number for one month.  The age skews 18 – 35 years old (more than 50% of all scans) and with incomes [...]
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24K Marketing – What’s in a Name?

By Bob Clark On August 11, 2011 · Add Comment
What’s in a brand name anyway?  A person, a product, a service or a company all have names.  But a name becomes a brand name when it begins to stand for something more than an identifier by offering a product or a service.  A brand name usually becomes stronger as it becomes more widely known.  [...]
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Bob Clark is a veteran marketer with global consumer product companies. He continues to lead marketing teams at large and mid-sized consumer product companies and is interested in sharing insights regarding marketing strategy topics for practicing marketers and company leaders. Bob has also taught at Drexel University MBA program and speaks and writes nationally on marketing topics.
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