It may be obvious that Corn Flakes and Frosted Flakes are both made by Kellogg's, but did you know that Hot Pockets and L'Oreal share a parent company in Nestle?
A ginormous number of brands are controlled by just 10 multinationals, according to this amazing infographic from French blog Convergence Alimentaire.
CORRECTION: A previous version of this post misidentified General Mills as the parent company of Corn Flakes and Frosted Flakes.
Reebok: Created in 1956, this brand chose its name after one of the fastest of the 26 subspecies of antelope, the rhebok, which lives in South Africa.
Haagen-Dazs: This American brand was created by two Polish New Yorkers, Ruben and Rose Mattus. Adobe: The name corresponds to the Adobe Creek which flows not far from the house of John Warnock, the founder of the company, in California. HP: We knew that the name of this brand came from its founders, Bill Hewlett and Dave Packard. The “I’m Lovin’ It” slogan is one of McDonalds’ most popular and long standing advertising straplines. Much like its Fast Food rival, KFC’s long standing advert slogan reflects the company’s values. A lunch box favourite of kids (and Superdreamers!), the iconic Kit Kat slogan is one that has stood the test of time. Tony the Tiger has been the Frosties mascot since the very beginning, and he is famous for uttering the elongated catchphrase “They’re Gr-r-r-reat!”.
Introduced in 2009, the “What’s the Worst That Could Happen?” campaign was a great success for soft drink Dr Pepper. Cosmetic brands always have really memorable slogans and adverts, and Maybelline is no different.
In a move to unite its global operations, HSBC announced in 1999 that they would use one, universal logo. Energizer looks to be positioning itself as the leader in the long lasting battery market with their latest advert tagline. Audi’s infamous slogan – roughly translated as “advancement through technology” – is another that has been recognised as one of the greats. Insurance company, Zurich, has cleverly used their tagline to tell audiences why they should be insured by them.
Apple is known for pushing the boundaries of technology, and always coming up with new and exciting ideas. Generic strategies were used initially in the early 1980s, and seem to be even more popular today. With a cost focus a firm aims at being the lowest cost producer in that niche or segment.
Sources of competitive advantage – are the products differentiated in any way, or are they the lowest cost producer in an industry? The low cost leader in any market gains competitive advantage from being able to many to produce at the lowest cost. Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage. The differentiating organization will incur additional costs in creating their competitive advantage. Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. Spend any time in the world of automated marketing, and you’re bound to come across the term enterprise marketing management. What really makes EMMPs so valuable is the way that they integrate these diverse marketing, sales, technological, creative, and procurement solutions in a single, centralized platform.
With an EMMP, a marketing team can execute multi-touch campaigns while its sales force updates collateral as its procurement department tracks shipments while its finance staff generates instant invoices … all on the same platform.
Here at our company, when clients come to us, they already know what it is they want to accomplish – higher conversion rates, a branded content management system, a dynamic marketing campaign, etc. EarthIntegrateEarthintegrate is a leading provider of marketing technology with their relationship marketing platform, Pando. According to Counterpoint Research’s Monthly Market Pulse report, global Apple iPhone sales grew a healthy 26% annually crossing 20 million unit monthly sales mark for the first time ever in November 2014. Japan, Korea and China were the bright spots where Apple registered a higher than expected demand for its newer and bigger display sporting iPhone 6 & 6 Plus models.
In Korea, Apple captured a record one-third of the total smartphone sales in November, first time ever challenging rival Samsung’s strong foothold in its home market. Commenting on Apple’s performance in Korea, Counterpoint’s Research Director based in Korea, Tom Kang notes, “No foreign brand has gone beyond the 20% market share mark in the history of Korea’s smartphone industry. In China, iPhone sales reached a record monthly high volumes, growing more than 45% annually in November, as rich urban Chinese consumers quickly warmed to the bigger iPhone form-factors.
Counterpoint’s Research Director Neil Shah, commenting on Apple’s record performance in China notes, “This has helped propel Apple’s smartphone market share to above 12%, capturing third spot behind Lenovo and the market leader Xiaomi. In other important markets such as the USA, iPhone demand remained relatively healthy compared to last year whereas in fast growing smartphone market India, Apple is on track to sell almost a million units for the last three months of 2014.


Our Monthly Market Pulse market share data is based on sell-out (sales) surveyed at major mass retailers, distributors across different markets (33 countries) by Counterpoint Research team plus sanity checked with demand side surveys & expert Analyst estimates to complete the global monthly sales database. Neil is a sought-after frequently-quoted Industry Analyst with a wide spectrum of rich multifunctional experience. For over more than a decade, he has been offering expert strategic advice that has been highly regarded across different industries especially in telecom.
He is also an IEEE Certified Wireless Professional with a Master of Science (Telecommunications & Business) from the University of Maryland, College Park, USA. Apple market share in Japan fell year on year from ~70% in 2013 to ~50% in 2014 (for November). Now we can see just how many products are owned by Kraft, Coca-Cola, General Mills, Kellogg's, Mars, Unilever, Johnson & Johnson, P&G and Nestle. Ninety percent of the media is now controlled by just six companies, down from 50 in 1983, according to a Frugal Dad infographic from last year. No advertising, no marketing campaigns, no commercials, but only the history of the names of some of the biggest brands in the world.
He also suggested Pequod, the name of the boat in the same book, but his associate Terry Hecker refused.
Fast food is notoriously bad for you, so in a bid to position themselves as more ‘healthy’, this tagline was born. Used in both printed and television adverts, the “Have a Break…” tagline reflects how quick and easy the wafer bar is to eat. Not only does it mention the brand name, and keep things short and sweet; it plays on the brand name and the product.
And as well as being great mascots, the onomatopoeic gnomes make for a great and long lasting slogan. This ad slogan works because it appeals to the brand’s target audience of children, and shows that breakfast can be delicious. The catchy song that featured on the adverts and the humour they used helped make them memorable and effective. Their main ad strapline “Every Little Helps” perfectly reflects this, and has been used in printed and television marketing for many years. Those four simple words perfectly reflected the high end nature of the product and the company. First introduced in 1988, the infamous tagline has featured on all of the brand’s advertising since. To counter this, Ronseal introduced their key strapline to show just how ‘no nonsense’ and simple it can be. Coupled with their bunny mascot who is running errands, the strapline tells audiences exactly why they should purchase from this brand. Simple, powerful, and effective; this advertising tagline appeals to shoppers of all kinds. It perfectly reflects the high end nature of the car, and tells customers that they will always receive the best vehicle.
The company is telling its audience that, when they need them, they will be there – just as long as they have insurance.
Their “Don’t be Evil” tagline was to promote ‘white hat’ SEO (search engine optimisation) techniques. Where an organization can afford neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche strategy could be more suitable. With a differentiation focus a firm creates competitive advantage through differentiation within the niche or segment. It is argued that if you select one or more approaches, and then fail to achieve them, that your organization gets stuck in the middle without a competitive advantage. Competitive scope of the market – does the company target a wide market, or does it focus on a very narrow, niche market? Factories are built and maintained, labor is recruited and trained to deliver the lowest possible costs of production.
This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin. Where many solutions provide individual tools to address specific ventures of a business (think digital file repositories or inventory management systems), an EMMP integrates each and every element of a company’s day-to-day operations so they work together in a smarter, more efficient kind of harmony. From lead generation to conversions to the closing sale, EMMPs unify and streamline each step of the marketing lifecycle so that all elements work in concert.
It’s our job to help them architect the right solutions to achieve these goals, and EMMPs represent an innovative way to bring them together.
In Japan, one of the most premium smartphone markets in the world, Apple captured more than half of the smartphone sales in October as well as November. Counterpoint Research estimates, Apple’s iPhone 6 & 6 Plus momentum will continue into December and help Apple register its best ever iPhone quarter. Apple is never gonna be as cheap as Android because Apple’s a brand, Android is the generic brand. Likewise, 37 banks merged to become JPMorgan Chase, Bank of America, Wells Fargo and CitiGroup in a little over two decades, as seen in this 2010 graphic from Mother Jones.


From the most known to the most obscure, all the brand names have an origin story and a particular DNA.
Convinced by the success of Scandinavian products, Ruben and Rose decided to give their brand a name with Danish consonants. A great advertising slogan does more than get people talking about your brand though – it brings it to life. Coupled with their signature advert style, this helps create a winning campaign every time.
The “Eat Fresh” slogan lets audiences know their sandwiches – and the fillings – are always fresh and freshly prepared.
The tagline tells audiences if they want baked beans, their best choice is the Heinz brand. Coupled with clever advertising and an interesting use of words – “probably” isn’t 100% definite and still implies choice – Carlsberg’s adverts are always a huge hit.
It tells prospective customers that they can trust the store, and will always get the best product and service.
It tells the audience that they deserve to treat themselves and make the best of themselves. By telling women this is the brand makeup artists use, Max Factor instantly becomes a brand that can make a difference. It was a metaphor for everlasting love; telling audiences that buying these gems would cement their relationship forever.
The “Local Bank” tagline promotes trust; something which the banks certainly need to promote at the moment. It also helps position Audi as being at the forefront of technological advances, and passing these on to their customers. It tells customers that they are buying into a lifestyle and are at the forefront of technology.
We dare to think outside the box and produce creative designs that wow your customers and tell your brand story.
Here an organization focuses effort and resources on a narrow, defined segment of a market.
The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price.
In essence, it’s a one-stop solution that addresses the unique needs of each arm of a business. Get to the root of relationship marketing through improved sales enablement and enhanced marketing automation with Pando.
Japan has been one of the strongest market for Apple and it is becoming increasingly difficult for competition to challenge Apple’s dominance in near- to mid-term.
But iPhone 6 and 6 Plus have made a difference here, denting the competition’s phablet sales. However, with improving supply of iPhone 6 Plus we believe the iPhone 6 Plus sales will contribute to a greater proportion of the sales mix in December and during the Chinese holiday season in Q1 2015. We include all MOAP Linux and Symbian phones while they only count iOS, Android and Windows. This tagline ties in with the company branding, which features a rainbow on the sweets packaging. This clever marketing strategy is carried through in the television adverts, to reinforce the slogan. Rather than targeting one niche, they cleverly appeal to everyone with one simple strapline. By using three powerful adjectives associated with high quality, this phrase helps to reinforce the brand values and encourage people to make a purchase.
So what exactly is EMM, and more importantly, what differentiates it from the existing asset and relationship management tools on which so many marketers already depend? Apple will likely benefit from the upcoming Apple Watch with a growing and premium iPhone user-base in this highly advanced consumer market.
Korea being the world’s highest penetrated phablet market (handsets with 5” above screens) earnestly needed a large screen iPhone for quite a time and now this thirst has been quenched. You can say Apple has reached record levels in Japan if you count all the handsets now, including feature phones. Also the reason for the temporary Japanese decline is because last year was inflated due to the first time the iPhone was available in Japan. But with launch of Xiaomi Note & Note Pro it is going to be a fierce battle in the premium segment, with Samsung being attacked from both ends”. Producers could price at competitive parity, exploiting the benefits of a bigger margin than competitors.



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