April 18, 2015

For years Walt Disney Studios thrived by strategically reissuing its catalogue of animated classics on home video. Starting out on VHS and continuing with DVD and Blu-ray, the company rereleased a movie every seven years, updating the special features and packaging into something new for consumers to purchase. With digital downloads rising and DVD sales on the downturn, however, Disney’s longtime cash cow is starting to run dry. As a result, the Mouse has switched focus to reimagining its past Continue reading

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April 15, 2015

The mission of marketers is to make a product appealing to customers. To accomplish this task, ads often depend on eye-popping visual imagery or memorable music in order to form a quick impression. But as many marketers are beginning to realize, consumers have three more senses to stimulate besides sight and sound. Anything from a pleasing smell to a feeling of warmth can make people more receptive to buy, leading a number of companies to ramp up their sensory marketing Continue reading

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April 13, 2015

 

Americans may differ from one another in innumerable ways, but there’s at least one thing that unites most of us: our phones. Ninety-one percent of adults in the U.S. used a mobile phone in 2013, including 77 percent of Americans older than 65. Furthermore, people from around the globe are just as attached to their phones as we are. All told, the estimated number of mobile subscribers worldwide hovers somewhere around 4.5 billion people. In fact, mobile penetration is Continue reading

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April 11, 2015

Although the TV viewing habits of Americans have changed many times over the years, the statistics company Nielsen has remained a prime mover in the industry since the 1950s. The service uses various methods to measure the popularity of television shows, allowing media companies to come up with appropriate prices to charge advertisers for airtime. Each year, Nielsen provides the data that ultimately determines the allocation of more than $100 billion in ad spending.

With the rise of digital video Continue reading

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March 24, 2015

Although business-class seats only take up a few rows on an airplane, the money they bring in accounts for 30 percent of global airline revenues. As a result, many upscale air carriers have upgraded their premium cabins with increasingly posh amenities. Emirates’ double decker Airbus, for instance, has a bar onboard where first-class passengers can meet and mingle. And on Singapore Airlines premium customers have a menu of more than 60 gourmet dinners available to choose from.

But while the Continue reading

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February 23, 2015

Like many other brick-and-mortar retailers, GameStop’s long-term financial health depends on how much damage the Internet can ultimately do to its bottom line. For years, though, the video game retailer seemed almost immune to the effects of web retail. Prices remained competitive thanks to the company’s dependence on reselling used games and consoles while its knowledgeable sales staff ensured that regular customers stayed happy.

Still, many experts are predicting that GameStop will go the way of Blockbuster sooner or later. Continue reading

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February 19, 2015

Even though Rockstar wasn’t the first energy drink to hit the market, it didn’t take long for the brand to make a big impact in a crowded field. Consumers quickly responded to Rockstar’s affordable price and large serving size, which set the brand apart from more exclusive products like Red Bull. During its first six years, revenue at Rockstar soared as high as $405 million while it grew at an average annual rate of 103 percent.

By 2007, however, the Continue reading

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February 13, 2015

With a consumer pool of more than one billion people, India has become the next big expansion destination for companies around the world. While some businesses are still working the bugs out of their strategies for the subcontinent, other operations have hit the ground running and quickly grabbed up market share. Domino’s, for instance, now sells more pizza in India than anywhere else besides the U.S. thanks to its savvy combination of local and Western tastes. On the other hand, Continue reading

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January 11, 2015

For decades the brand name Timberland has been synonymous with rugged outdoor footwear. At least, that’s how some people see the iconic boot company. If you’re a hip hop fan, you may associate “Timbs” with the dozens of rappers who have name-dropped the brand over the years. And if you happen to be Italian, you’re more likely to wear Timberland boots for a fashionable stroll about town, not a long hike in the woods.

All these overlapping interpretations of Timberland’s Continue reading

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January 7, 2015

For decades it seemed like nothing could stop McDonald’s march towards total fast food domination. By the time 2011 rolled around, the company was boasting eight consecutive years of same-store sales growth while also holding the title of top performing stock on the Dow for five years running. But just when everything seemed to be going right for the chain, the golden arches started to lose their shimmer. Changing consumer tastes and a rocky transition between CEOs are leading towards Continue reading

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