Manufacturing

Building Brand Advocacy through Digital Consumer Engagement
With the advent of personalized digital marketing, social and mobile engagement, and rich consumer insights, brands now have an unprecedented ability to engage directly with consumers, shifting the balance of power between manufacturers and retailers. This month, we asked Cassandra Moren, senior director, CG & Retail Solutions Industry Marketing, Oracle, to weigh in on this unstoppable trend.
The Reputation Imperative
As much as reputation leaders (most frequently the senior communicator, chief marketing officer or the head of business strategy) would like to be able to tell CEOs and board members that everything is under control, the fact is when it comes to stakeholder relationship management, everything is not under control. Although most companies agree that reputation management is important, relatively few have figured out what to do about it.

McCormick Leaves a Mark on Consumers

McCormick's new digital service, FlavorPrint, is a testament to the role that collaboration (both internal and external) plays when it comes to delivering meaningful consumer experiences both online and off.
Kraft Foods Achieves Active Execution

In order to grow market share, the company embarked on a mobile solution strategy in March 2007 that would abandon its 100 percent paper-based retail execution system.
Oh, There's No Place Like a Phone for the Holidays

Mobile commerce will grow exponentially during the 2013 holiday season with consumers buying at home and in store via their phone. In fact, mobility will drive e-commerce sales gains of between 13 percent and 15 percent. Today's sales and marketing strategies, therefore, need to acknowledge the mobile device not as a "channel" but rather as gateway to multiple channels.
Trade Promotion Management

CGT partners with AFS Technologies to look at trends in TPM adoption and drivers, and it seems we may have finally turned the corner as TPM systems are being utilized by companies of all sizes, while the number of failed projects continues to decrease.
Newell Rubbermaid Makes a Social Impact

United and energized by social media sharing, more than 1,200 Newell Rubbermaid employee volunteers participated in its first-ever global philanthropic partnership with Habitat for Humanity International.
Kraft Foods Canada Improves Packaging Line Efficiency

In order to address allergen management concerns, Kraft Foods Canada scans each label after it has been attached on the packaging line to ensure that it matches the package contents. But the laser scanner type ID readers used in the past to inspect the company' barbeque sauce products were subject to read failures. Find out how Kraft solved the problem by switching to image-based DataMan 300 ID readers.
Kimberly-Clark Pursuing Spin-Off Of Health Care Business

A spin-off would create a stand-alone, publicly traded health care company with approximately $1.6 billion in annual net sales and leading market positions in both surgical and infection prevention products and medical devices.
Bolthouse Farms Tests New Marketing

A new social media engagement program scans photos and visuals from public Instagrammer posts and verifies imagery of branded content, recognizing not only keyword and hashtag use but also photo use.

Building Brand Advocacy through Digital Consumer Engagement

The Reputation Imperative

McCormick Leaves a Mark on Consumers

Kraft Foods Achieves Active Execution

Oh, There's No Place Like a Phone for the Holidays

Trade Promotion Management

Newell Rubbermaid Makes a Social Impact

Kraft Foods Canada Improves Packaging Line Efficiency

Kimberly-Clark Pursuing Spin-Off Of Health Care Business

Bolthouse Farms Tests New Marketing