Marketing Tactics

New product launches continue the momentum generated by other recent new breakfast products, including Krave cereal, which was the most successful cereal launch in the category in the last 20 years.

For more than 30 years, trade promotions have been the "currency of the realm"; the way to get new items on shelves, to encourage retailers to advertise and display existing products and to fund price reductions. Over that same period, the industry has spent millions on improving the efficiency and effectiveness of these investments. While that remains important, we dont see trade promotion optimization as the answer. What we need is a new currency.

The Coca-Cola Company and Select Milk Producers, Inc. will acquire equity stakes in the newly-created Fair Oaks Farms Brands, LLC to drive growth and expansion of Core Power and to create an innovative portfolio of brands and products that feature the value-added nutrition of dairy.

With this acquisition, the company's brands will generate approximately $13 billion in retail sales globally, with more than $2.5 billion attributable to the company's portfolio of athletic brands.

A new licensing arrangement will support the company's mobile initiatives and help it to stay on top of emerging technologies popular with consumers.

Coty Inc. announced the appointment of Marc Rey as president, Coty Prestige U.S., and regional vice president, Coty Prestige, North America, starting Jan. 2, 2013.

A recent Huggies marketing program realized a whopping 56 percent click-through and 55 percent e-mail open rate, which drove 630,000 visitors to Huggies' site. Social referrals amplified the campaign reach by about 700 percent, proving that consumers today seek advice from friends and peers for product insights and deals, before making purchase decisions.

The Keurig single cup coffee brewing system was not an overnight success. Little research predicted that it would be a consumer success. But, this disruptive innovation proved to be the exception to the rule. Why? The answer lies in the entrepreneurial, risk-oriented innovation philosophies of the company behind the brand.