Top 5 Sales and Marketing Headlines of 2012
2012 was another exciting and transformational year in the consumer goods industry, from Kraft's new name to Kimberly-Clark's record-breaking digital marketing program. Below, we revisit the most-read sales and marketing-centric headlines of the year.
1. Diamond Foods Completes Mission Critical TPM Journey
With strong brand names, Diamond Foods often plays above its weight. When it came time to invest in its trade promotion strategy, Diamond Foods opted to take a calculated route marked rather than the more common "spend and learn" approach of larger competitors.
2. Kraft Foods Inc. to Become Mondelez International, Inc.
In September, Kraft Foods Inc. put an end to industry anticipation when it finally announced its new name, Mondelez International, Inc., post spin off.
3. J. M. Smucker Completes Acquisition of Sara Lee Coffee Business
The acquisition included Sara Lee's market-leading liquid coffee concentrate business sold under the licensed Douwe Egberts brand, along with a variety of roast and ground coffee, cappuccino, tea, and cocoa products, sold through foodservice channels in North America. We now know the sale was in preparation for Sara Lee Corporation's split into two companies: Hillshire Brands and D.E Master Blenders 1753.
4. P&G Improves On-Shelf Availability with Downstream Data
Focusing on store-level data for large retailers enables consumer goods companies to maintain a competitive foothold on the foundational capabilities needed to win in modern retail. In this article, P&G explains how it is leveraging downstream data to build more effective retailer partnerships.
5. Kimberly-Clark Sets Digital Marketing Program Record
Kimberly-Clark announced impressive results of a Huggies marketing program: a whopping 56 percent click-through and 55 percent e-mail open rate, which drove 630,000 visitors to Huggies' site and an estimated increased awareness of 3.5 million relevant consumers.