Shopper Marketing

Brand Marketers
Coca-Cola Co., Atlanta

Russell Baker has been named vice president, shopper marketing strategy, content and capabilities, for Coca-Cola North America.

IRI, Kline to Provide Expanded OTC Coverage

Chicago-based shopper insights provider IRI and pharmaceutical market research firm Kline & Co., Parsippany, New Jersey, have partnered to provide the consumer healthcare industry a higher level of data accuracy, the companies said.

Many small, organic food companies start with a homegrown story that appeals to its consumer base, however, major consumer goods powerhouses have been recently vacuuming up these niche players. Giants like Coke, General Mills and Kellogg have recently expanded their organic portfolios through acquisition with rumors of more to come. With the risk of being called a sell out, is teaming up with bigger companies better for growth, or is it a death sentence for these smaller players?

The authors in this section focus a great deal on the pace of change in the industry, and how timing impacts innovation in the market. They explore investments in key technologies (like digital and consumer insights) that can help CG companies react quickly and stay nimble to keep their brands top-of-mind.

Mondelez International has sold Betabox, LLC to VaynerMedia as part of its Mobile Futures initiative to create and incubate new mobile ventures in 90 days.

As the consumer goods industry rushes to get closer to the shopper, both competitively and collaboratively, emerging technologies start to take hold, and we find ways to bring sophistication and data, data, data! to existing processes.

Using the entrepreneurial spirit of a smaller company, General Mills acted on an intuition, an outside partnership and direct consumer interaction, for a quick innovation with a big impact.