Chocolate Market: 4 Trends to Weather Soaring Cocoa Prices
By Pierre-Nicolas Schwab •
In this article, I analyze and illustrate 4 visible trends in the chocolate market. These trends are tied to the explosive rise in cocoa prices.
Pricing: strategies, techniques, examples [Guide 2025]
Pricing is the exercise of determining the right price, i.e., the one that will maximize your sales and your margin. It is a complicated exercise because a price that is too high could decrease demand, and a price that is too…
Le Creuset: the marketing strategy to become a love brand
In this article, we analyze Le Creuset's marketing strategy, particularly its diversification into items that are not, a priori, its core business.
Why HelloFresh is entering the ready meals market
In this article, I will explain HelloFresh's strategy for maintaining growth in Europe. The company has decided to diversify into ready meals.
Electric cars: Chinese hell for German manufacturers
The 2024 sales figures for German manufacturers in China show widespread disaffection with their electric vehicles. You will find the latest figures and my situation analysis in this article.
SaaS: 5 tips for raising prices without losing customers
By Pierre-Nicolas Schwab •
In this article, I share an anecdote about customer dissatisfaction with SaaS price increases. I will explain how to measure price thresholds and offer 5 tips for increasing your prices without losing customers.
Geopolitics 2025: a China-US deal could change everything
In this article, I orer an analysis of Temu's success. Based on statistics, I show that Temu saves millions of euros thanks to a simple marketing strategy.
Stabilo: a marketing-based recovery strategy
In this article, I analyze the problems faced by Stabilo in 2024 on the one hand and the success of the Stabilo x Dolce & Gabbana co-branding on the other. This leads me to identify 3 areas for their future marketing strategy.
American Airlines got rid of its most loyal customer
The story of Steven Rothstein, American Airlines' most loyal and hated customer, is a textbook case. In the article below, I analyze the reasons behind a financial disaster that cost the airline $23m. It's also a plea to use the right metrics to measure customer loyalty.
What is the future of the non-food retail sector?
The outlook for the non-food retail sector in 2024 is bleak. But 3 underlying trends offer hope.
Energy-efficient software: a source of competitiveness
Energy efficiency is a concept that also applies to IT. In this article, I develop the idea that choosing a software solution based on its programming language can bring productivity and financial gains.
Free returns on the way out, despite their benefits
Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.
Content strategy: how to differentiate yourself from ChatGPT?
At the time of ChatGPT, we must question our content creation strategy to differentiate ourselves. It is no longer possible to produce mundane content. It is imperative to create value for the reader at the risk of not having an…
Bing and GPT4: 6 suggestions to protect your inbound marketing
ChatGPT and other conversational agents powered by generative AI present a risk for SEO and inbound marketing. This risk is that your website will be less visited because users will turn away from Google. Even if I don't believe in Microsoft's predictions,…
chatGPT plugins: disruptive to the future of tech
Expedia just announced on Twitter the launch of a plugin powered by chatGPT's generative AI. At the same time, a "hacker" revealed the "secret" list of plugins available on chatGPT. Contrary to popular opinion, this will not challenge Google search as we know…
Air transport: market consolidation in sight
During the Covid crisis, we published an analysis of the airline industry's future. At that time, we predicted a market consolidation due to the disappearance and takeover of "small" airlines. This consolidation is underway, and 2023 will be the year it will…
Cross-media: definition, strategy, and examples [Guide 2023]
Cross-media campaigns are becoming the norm for brand communication! This process consists of promoting a product/service on several media simultaneously. This way, companies combine their design efforts into a single thought process to promote customer conversion. This article helps you understand the concept…
5 effective strategies to increase your user engagement!
User engagement is a section of the customer experience. It comprises marketing practices that push customers to extend their use of a digital platform. We rely on verified scientific sources to properly apply its principles to present 5 good user…
Lead scoring: its 4 benefits on sales performance
Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand's prospects to the act of buying. It focuses on the "best" potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific…
Shrinkflation: 4 strategies for brands to increase their profit margins
The current period of inflation has anchored a word in the minds of all customers: Shrinkflation. Our analysis shows that 4 distinct tactics are followed by brands wanting to increase their prices without losing customers (the 3rd one is incredible).…
I kicked out a prestigious prospect, it was the right thing to do.
Since 2021, the market research firm I manage has also proposed inbound marketing services. In the summer of 2021, we were approached by a well-known European institution as part of an even more well-known scientific program. The project's purpose was…
Shrinkflation and rationalization: the two sides of the same coin
Shrinkflation is a phenomenon that has reappeared since the boom in inflation. A reduction in the quantity of products for the same price. But shrinkflation can also be more "sneaky." Some manufacturers change the recipes of their products and replace…
Lead generation: company practices in 2023 [Research]
Lead generation is one of the keys to business development. There are many ways to generate leads, and we wanted to understand what companies are doing in this area. We interviewed 500 managers in Europe and the US via a…
Content marketing: benefits and strategic advice [Guide 2023]
Content marketing is a major element of inbound marketing strategies. It allows brands to assert their online presence through frequent and impactful publications. Adaptable to your target audience, this type of marketing has many advantages. We list 4 of them…
Omnichannel Marketing: why local retailers need to get on board
Just before New Year's Eve, a well-known pastry chef with an excellent reputation had prepared a catalog of his productions. They were all more tempting than the others. However, this catalog shocked me and allowed me to publish a plea…
6 B2B trends to succeed in 2023 despite uncertainty
What will be the key B2B trends in 2023? The year 2022 was a tough one, but 2023 is likely to be even tougher. In this article, I share my concerns and hopes to stay the course in a storm…
Netflix Preview Club: a private panel for Netflix market research
The Wall Street Journal just revealed that Netflix may increase the size of its "Netflix Preview Club" to tens of thousands of test customers from 2,000 today. These privileged customers see the movies in preview. Their scores help to improve…
Trends 2023: 7 markets that are suffering post-Covid
We would have almost forgotten it. Yet Covid will have changed our habits and the economy. Some Covid winners are now the losers of 2022. The 2023 trends show that the situation will stay the same. The crises we are…
The food industry: less innovation, more streamlining
The energy crisis and the inflation of raw materials are upsetting the food industry. Manufacturers are forced to review their strategies and streamline their offers. In supermarkets, 80% of the shelves have lost references, which rises to 89% in e-commerce.…
DIONE: What does a good internationalization strategy look like?
During our coverage of SIAL, we met several entrepreneurs who are redoubling their ingenuity in their internationalization strategy. Lithuanian ice cream producer DIONE is a shining example! First, the family-owned company developed largely on its territory before embarking on an inspiring international expansion.…
How much does a branded podcast cost? [Guide 2022]
Branded podcasts are a great way to do inbound marketing. They generate traffic that you can then convert. But how much does a branded podcast cost? How much money should you budget if your company wants to launch a podcast? And most importantly,…
Growth hacking: 3 techniques that have driven me crazy (+ 1 bonus)
Are you looking for additional customers at a low cost? Outbound marketing is the answer. At least ... that's the theory sold to you by the self-proclaimed "growth hacking" specialists. Growth hacking, adopted by everyone and especially by amateurs, also leads to real…
Business model by subscription: 11 examples analyzed
Subscription is a business model that has been adopted in many industries. Companies have realized that they can earn more revenue in the long term and increase their profitability. Subscription models often use specific pricing techniques to reduce the perceived…
Market research and surveys: beware of the Cloud Act
The Cloud Act poses a real legal problem for European companies. Unfortunately, they pay too little attention to it. In this article, we present the solution we have developed so that the surveys we realize are both GDPR compliant and protected from the…
Impact of the manufacturing recession on IT development
The current situation in the European markets shows negative trends in most sectors. The IT market is also affected, especially for companies working for industrial customers. In this article, we analyze past and future situations and discuss the actions IT development…
Content calendar: 5 steps to succeed and boost your SEO
The content calendar (or publication calendar) is a very useful tool to gain regularity and efficiency in your online publications. In this article, you will find practical advice from our experience on the following topics: why it is recommended to use a content calendar how to…
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