Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

Marketing's comprehensive digest of the most significant industry news from the past seven days.

- Apple unveils iPad Mini

In the battle of the seven-inch tablets this Christmas, Apple is to sell its iPad Mini for pounds 269, twice the price of Amazon's Kindle Fire, and pounds 100 more than Google's Nexus 7, writes Daniel Farey-Jones.

Phil Schiller, the marketing chief whom the company recently contracted to 2016 with a dollars 60m package, claimed the iPad Mini is 'as thin as a pencil', 'as light as a pad of paper' and weighs 53% less than the iPad.

The product was made available for pre-order last Friday (26 October), and is expected to go on sale in late November.

However, Apple's decision to launch the iPad 4 on the same day, just seven months after the roll-out of the iPad 3 - instead of the usual 12-month gap - drew the ire of some bloggers.

- NFL returns to Wembley

The NFL brought American football to Wembley for the third year running with a match between the New England Patriots and the St Louis Rams, writes Alex Brownsell.

The NFL International Series game, sponsored by PepsiCo, through its Pepsi Max brand, and AB InBev-owned Budweiser, took place on Sunday. The Patriots won 45-7, backed by a brilliant performance from star quarterback Tom Brady, in front of an attendance of 84,004.

The league also hosted a Fan Rally in Trafalgar Square on Saturday, and the traditional Tailgate Party outside the stadium on matchday. The fan events were created by experiential agency Ignite.

It has been announced that the NFL will return to the UK twice in 2013, with games in September and October.

- Argos to bolster digital focus

Argos is to close about 50 stores as part of a major overhaul that also involves the scaling back of its flagship catalogue, which it has produced for 40 years, and upgrade of its digital offerings, writes John Reynolds.

Its parent company, Home Retail Group, outlined wide-ranging changes to make Argos better suited to the digital era, as it announced half-year results to 1 September, which showed that sales at the retailer remain flat, at pounds 1.68bn. As well as the closures, a further 25 stores out of Argos' 739 outlets are likely to be relocated.

Home Retail Group said it also planned to reduce the circulation of its Argos magazine. Its next catalogue is expected to be a slimmed-down version that will direct customers online for the latest prices and the full Argos range.

Sector insight, page 21; We'll call you, page 35

- KC axes Huggies brand

Kimberly-Clark is dropping its nappy brand Huggies from the UK and Europe, in a major strategic rethink by the FMCG company, writes Loulla-Mae Eleftheriou-Smith.

Tristram Wilkinson, vice-president and managing director for Kimberly-Clark's UK division, told Marketing that the brand was being pulled because it had not 'commanded high levels of loyalty'. However, the brand-owner will retain its premium nappy sub-brands, Pull- Ups, DryNites and Huggies Little Swimmers. It said it was refocusing its resources and investments in Europe on 'leadership brands' such as Andrex.

Kimberly-Clark rolled out its biggest UK ad campaign for Huggies for four years last March, using the strapline 'What happens in Huggies stays in Huggies'.

- Danone to build Badoit

Danone is investing in its first UK marketing campaign for Badoit, its French sparkling water brand, writes Sarah Shearman.

Danone has appointed agency We Are Social to develop a social-media strategy for Badoit, as well as its Evian and Volvic water brands. The company will be 'significantly' boosting its investment in social media to drive engagement with its core target group of 25- to 40-year-old women, according to Sarah Dossett, brand marketing manager for Evian Badoit, UK and Ireland.

She said its strategy is to 'become part of the conversation' rather than 'just broadcasting' to that target group. …

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