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Lessons From JC Penney’s Pricing Strategy

By Bob Clark On June 27, 2012 · Add Comment
JC Penney moved away from a deep discounting strategy to an everyday low price strategy in January 2012. Revenues for its 1st quarter were down 20%, while its competitors have been stable. Consumers did not understand or see the benefit of the move. Here are some pricing strategy lessons to learn from this failure: Perception [...]
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Building a Brand in Specialty Retail Channels

By Bob Clark On June 25, 2012 · Add Comment
If you love gourmet food, you should visit the Fancy Food Show, at least once, put on by the National Association of the Specialty Food Trade (NASFT). This is a trade show for specialty food retailers and distributors where manufacturers and importers display (and sample!!) the most delightful, exotic gourmet food treats. This summer’s show [...]
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Carhartt – Smart Marketing in a Mature Category

By Bob Clark On June 18, 2012 · 4 Comments
Carhartt is a brand that has enjoyed a lot of success in the last several years, largely due to some smart brand positioning and activation. Rugged outdoor working apparel is a crowded category and certainly not in a strong growth mode. But Carhartt teaches an important lesson in leveraging consumer insight into a larger demographic [...]
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How To Determine Your Marketing Budget

By Bob Clark On June 7, 2012 · 1 Comment
Is your business spending enough money on marketing – or too much?  How will you know?  There are some simple approaches that provide guidance in determining a marketing budget level to support the goals of the business. Before setting a marketing budget, it is imperative to have a documented strategy outlining sales goals, target audience [...]
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The Innovation Brand Needs a Makeover

By Bob Clark On June 5, 2012 · 1 Comment
in·no·va·tion noun \ˌi-nə-ˈvā-shən\ 1: the introduction of something new 2: a new idea, method, or device Merriam-Webster dictionary Innovation is a powerful word – a label for the stream of activity as well as the new things that organizations create.   CEOs increasingly cite innovation as their top priority. It has become the organizational imperative, with [...]
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The Competencies Needed For Today’s Successful Marketing Team

By Bob Clark On May 29, 2012 · 1 Comment
Marketers have a lot on their plate these days.  The discipline itself is changing, driven by the CMO, who is challenged to bring a stronger business focus to marketing and ensure financial returns for the company’s investment. Marketers need to be more analytical, as more data is available to measure business results, while continuing to [...]
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Putting Loyalty Marketing First

By Bob Clark On May 22, 2012 · Add Comment
My yearly subscription bill for my SiriusXM satellite radio came the other day. I had sticker shock – it was $250 for the year. I am sure the rate had gradually grown over time.   I probably didn’t pay much attention over the years, but am trying to pay more attention to credit card spending and [...]
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The New Priorities of Today’s CMO

By Bob Clark On May 21, 2012 · Add Comment
The position of Chief Marketing Officer (CMO) was created to elevate the responsibility of demand creation and branding to C-level status. It has been a short and rocky experiment so far. The average lifespan of a CMO is arguably less than 18 months. The VP Marketing-turned-CMO is often too rooted in tactical marketing terms that [...]
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Update or Innovate?

By Bob Clark On May 14, 2012 · Add Comment
In a survey conducted by Grocery Manufacturers of America (GMA) and Accenture, only 36% of consumer package goods (CPG) companies believed they have a holistic, effective approach to new product development and introduction (from innovation to end of life). Yet these executives know the future of their companies will be tied to their ability to [...]
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Should You Hire a Marketing “Misfit”?

By Bob Clark On May 10, 2012 · 1 Comment
Here is the dilemma in our job-hunting economy.  Companies search to fill their employee needs with people who fit tightly defined job requisitions  -– in other words, duplicate copies of a job description plus an emphasis on all the soft skills the last guy didn’t have.  Fair enough.  Corporate HR computers go off to work [...]
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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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