Smarter Marketing for Tougher Times
Many companies allocate as much to advertising as they do to capital expenses, but they can only guess at the return on their marketing investment. BCG’s holistic approach, which is founded on zero-based budgeting, differentiation of investment levels by brand and market segment, and precise metrics, ensures that dollars are well spent. Applying it has helped companies free up as much as 20 percent of … [ Read more ]
Content: Article | Authors: Hubert Hsu, Jens Harsaae, Joe Manget, John Bogert | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales
Razors and Blades: New Models for Durables
Gillette’s introduction in 1903 of a safety razor with a disposable blade turned out to be brilliant. In fact, many companies, particularly in the durables sector, could benefit from similar strategies. Challenged by faster innovation cycles, aggressive Asian entrants, consolidating retailers, and the growth of private label, they could find new opportunities with their own versions of razors and blades. The authors present four proven … [ Read more ]
Content: Article | Authors: Joe Manget, John Bogert, Joseph Wan, Rolf Bixner | Source: Boston Consulting Group (BCG) | Subject: Strategy