Coca-Cola Retrenched During Covid (to Pepsi’s benefit) / RBDR

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August 19, 2021

Today on RBDR: Yesterday, RBDR discussed the decisions that Procter & Gamble made with respect to the Coronavirus outbreak. Today, a look at why Coca-Cola Company, in spite of its vast global marketing resources, took the opposite path taken by P&G.

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Why P&G Broke All Covid Marketing Norms / RBDR

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August 18, 2021

Today on RBDR: With every economic downturn, so-called marketing experts counsel marketers to maintain, maybe increase their marketing spend and to prepare future plans for the market when it is humming again. P&G understood that, followed the advice, and benefitted as competitors did not act in kind.

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British Companies’ Fading Interest in MR / RBDR

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December 14, 2020

Today on RBDR: Client reliance on the British market research industry has been on a downward slope since 2015, and the Coronavirus has only worsened the situation.

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Behavior (Not Demographics) Now Preferred For Segmentation / RBDR

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May 29, 2019

Today on RBDR: A Marketing Week research project detects an important change: a shift from demographics-based segmentation to segmentation based on behavior, personal interests and life stage. (Link to story: https://www.marketingweek.com/2019/04/16/behaviour-demographics-segmentation/)

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B2B Reliance On Mktg Depends On Firm’s Size | RBDR

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July 19, 2018. Today on RBDR:

A survey provides evidence that the smaller the B2B company, the greater the confidence and reliances on marketing – however, the larger the B2B company the less marketing seems to matter to company management.

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