1. Marketing Mix: example of analysis according to the 7Ps [fruit juice]

   By Pierre-Nicolas Schwab • 1 october 2021

   After publishing our reference article on the marketing mix, we propose a detailed analysis following the 7Ps model. We propose to analyze the marketing mix of the latest product from the Alain Milliat brand: an iced tea marketed under the "am alain milliat"…

   

2. 3 techniques to make your online surveys more reliable

   24/09/21

   An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure…

   

3. Positioning in marketing: definition, challenges, examples [guide 2025]

   22/09/21

   Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from…

   

4. Marketing and advertising: 5 innovative uses of the QR code [Research]

   15/09/21

   The QR code has been around since 1994 and has expanded over the years beyond the industrial context for which it was invented. Marketing professionals have seized the possibilities offered by the QR code and have imagined multiple applications. We present below 5 different…

   

5. Marketing internship: all you need to know to find one, topics, advice [Guide 2021]

   13/09/21

   Finding an interesting marketing internship is not an easy task. I recruit several marketing interns each year for my business (market research and marketing consulting), and it's a different adventure each time. In this article, I share with you my…

   

6. The Bacio Perugina has its own store in Perugia

   By Pierre-Nicolas Schwab • 8 september 2021

   The "Bacio" ("kisses" in Italian) is a chocolate delicacy famous throughout the Italian peninsula. Perugina produces it. Founded in Perugia in 1922, the Perugina brand has a store dedicated entirely to the glory of this specialty that made it famous. Why do…

   

7. Customer experience: The Lavazza Museum, a place to be taken as an example

   03/09/21

   For a museum, creating an innovative customer experience is an essential element of success. So even though I don't usually talk about my vacations, I absolutely have to tell you about my visit to the Lavazza Museum in Turin, Italy. When it comes to customer…

   

8. Automotive market: differentiating in a 100% electric market

   01/09/21

   The automotive market is on the cusp of a marketing revolution. Its consequences will be incalculable on the positioning of high-end automotive brands. Yet, no one is talking about the impact of the switch to 100% electric cars on the marketing…

   

9. 8 examples of augmented reality for marketing

   25/06/21

   Augmented reality is a technological advance that offers businesses real opportunities in marketing. Yet, few are using it. In today's article, we propose 8 examples of marketing projects based on augmented reality, what they have in common: creating a unique customer experience and…

   

10. Qualitative interviews: 7 approaches to recruiting respondents

    18/06/21

    How do you select your respondents for qualitative interviews or focus groups? Beyond the number of respondents, there is also the question of the type of respondents needed for your market research. Do you want to have a homogeneous experience, or do you…

    

11. Customer service: the words used influence customer satisfaction [Research]

    11/06/21

    The words used by customer service during an interaction are essential. Research of 1000 customer-employee exchanges shows that concrete terms positively impact (9%) customer satisfaction and the desire to buy. This indicates that the drivers of customer satisfaction are subtle. When the…

    

12. NPS soon to be abandoned by 75% of businesses?

    04/06/21

    For customer satisfaction specialists, this title is very enticing. The Net Promoter Score (or NPS), the star metric of customer satisfaction, will be abandoned by 75% of businesses by 2025. This prophecy is, in fact, the result of research put forward by Gartner. Problem:…

    

13. LinkedIn: how to react to the 100 invitations per week limit?

    14/05/21

    Since March 2021, LinkedIn has decided to limit the number of invitations its members can send drastically. From now on, it is 100 invitations maximum per week instead of 100 per day previously. That's 85% less, and it has significant consequences for…

    

14. How many interviews should you conduct for your qualitative research?

    12/05/21

    While determining a sample size is easy for an online survey (for example, brand awareness research), the same cannot be said for the number of interviews in qualitative research. The principle of saturation is often put forward as the ultimate argument for determining the…

    

15. The interest of eye tracking in the retail sector [Guide 2021].

    28/04/21

    Eye tracking is a technique used in the marketing field since the 1980s. It allows optimizing advertisements and packaging design and naturally finds its main applications in the retail sector. Eye tracking allows piercing some of the mysteries surrounding consumers' purchasing…

    

16. LG’s failed differentiation strategy in 3 examples [Analysis]

    23/04/21

    LG's recent exit from the smartphone business provides an interesting illustration of the importance of strategic choices in the differentiation strategy. LG was a highly innovative smartphone business and yet was unable to make a mark in the market. Its market share…

    

17. 94% customer satisfaction rate at Axa … not very realistic

    21/04/21

    The satisfaction rate is an obsession of banks and insurance companies. Why is this? Because their profitability is directly linked to it. When customer satisfaction becomes a commercial argument, the temptation is great to say anything. So, when Thomas Buberl, Axa's CEO,…

    

18. Covid: The catering industry soon to be transformed by dark kitchens

    09/04/21

    For months now, restaurants have been closed because of Covid. Months during which consumers have had time to adopt new habits, including ordering takeaway food. The takeaway will represent 20% of the sector's turnover and generate up to 10.3 billion…

    

19. Wine: increase in purchases and domination of bag-in-box [Market research]

    07/04/21

    2020 will have been a very atypical year. Market Research on the wine market in France shows that the habits of the French have changed. Consumption has increased significantly, and Bag-in-Box (BIB) now represents almost half of the wine sales in supermarkets. In this…

    

20. What are the different types of focus groups?

    02/04/21

    It is a fact today that focus groups are probably THE most well-known market research technique. Several types of focus groups exist, which we will present to you in today's article. This will also be an opportunity to advise the best kind of…

    

21. 19 Crimes: a stroke of marketing genius … often poorly imitated

    24/03/21

    In 2018 the Australian group Treasury Wine Estates revolutionized the marketing of "mass market" wines. By introducing augmented reality with its "19 Crimes" wine, they turned the customer experience upside down, and sales of "19 Crimes" went from 4 million…

    

22. Content marketing: stop making excuses!

    19/03/21

    Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what's the problem? With more than…

    

23. Bpost: what are the challenges facing the future CEO?

    16/03/21

    The news just came out: Dirk Tirez will be the new CEO, a.i. of Bpost. He replaces Jean-Paul Van Avermaet, who was dismissed by the Belgian postal operator's board of directors. In this article, I dissect the figures, the legacy of…

    

24. Covid-19: why I have not ordered a take-away

    12/03/21

    With the Covid crisis, one of the most impacted sectors has undoubtedly been the restaurant industry. Between restrictive measures and imposed closures, the only way out has been takeaway sales.  Presented as a panacea, the takeaway has only been adopted by…

    

25. The phenomenon of “continuation cars” [Marketing analysis]

    03/03/21

    In a minimal series, Jaguar has just announced the rebirth of one of its flagship models: The Jaguar C-Type. This ultra-exclusive production of an old model is nothing new in the automotive sector. We look at the phenomenon of "continuation cars" in…

    

26. Experiential marketing: definition, interest, and advice

    26/02/21

    We have already detailed how the customer experience is a crucial aspect that impacts customer loyalty and your brand or your company's notoriety. Experiential marketing is another way to create a unique experience to attract your prospects. Sommary Definition The benefits of experiential marketing Some…

    

27. Guerrilla marketing: definition, types and examples

    19/02/21

    Many companies, both large and small, use the guerrilla marketing strategy: inexpensive and above all based on their teams' creativity. Sommary What is Guerrilla Marketing? Different types of Guerrilla Marketing Some examples credits: Shutterstock Definition Guerrilla marketing is an advertising…

    

28. [Podcast] The end of third-party cookies is fast approaching

    10/02/21

    In this podcast, we interview Alban Peltier, CEO of AntVoice, about cookies, their evolution, and primarily suppressing third-party cookies by 2022. What will be the consequences for digital advertising, and what solutions are proposed so far? [newsletter-call tag="podcast"] Summary The…

    

29. Operational Marketing: definition, tools, performance measurement

    05/02/21

    Operational marketing is a crucial area impacting the performance of companies. It is the marketing actions taken to achieve the objectives defined by the marketing strategy. Ahmed et al. (2014) emphasizes in their research that the internal resources related to marketing and…

    

30. Customer satisfaction and paid customer service: a contradiction?

    03/02/21

    There was a time when customer service was the cornerstone of customer satisfaction. But the Covid crisis happened, and some companies, which were used to being different thanks to a free service, had to rethink their strategy. This is the case of BNP…

    

31. The Trump Brand: dropped from all directions, but will it continue to sink?

    20/01/21

    The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes…

    

32. Customer experience: definition, measurement, analysis [Guide 2025]

    06/01/21

    The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since…

    

33. Brexit: which impact on the roaming charges? [Study]

    29/12/20

    What will be the impact of Brexit on roaming charges? This is the question that all travellers used to travelling to the UK ask themselves. We can already predict with certainty that regulars crossing the Channel will be short-changed. Here's why.…

    

34. Lidl Sneakers: analysis of a marketing phenomenon

    27/12/20

    Lidl sneakers, Lidl socks, beach shoes in the bright colours of the German brand have made the buzz at the end of this year 2020 in France. On Sunday 27th December 2020, a wind of madness blew through the Lidl shops…

    

35. Up until My Last Breath: Intermarché’s advertisement that annoys me

    14/12/20

    Last week, a friend of mine (the excellent Hugues Rey, CEO of Havas) posted on his blog an ad for Intermarché entitled "Intermarché, Up until My Last Breath". This ad annoyed me and made me question the authenticity of the…

    

36. Market research in the EU: The 10 best data sources

    08/12/20

    To conclude our series on the best data sources in different European countries, this article is devoted to sources specific to the European Union. Find the list of data sources by country at the end of the article. A checklist…