When we participated in the redefinition of the strategy of the well-known toy retailer Imaginarium, the first thing we did was define an opportunity ‘umbrella’ that would broaden the company’s field of action. With this purpose and after carrying out several processes of analysis of the existing knowledge of its structures (Knowledge Stock), contrasting them...
In the nine-month period in 2010 during which the iPad was marketed, Apple achieved sales of more than 15 millions of items at an average price of € 600. In this month of March, Apple announces the launching of the iPad2: thinner, lighter, more powerful, faster… and with more than 65,000 specific applications ready to...
One of the attitudes that define retailers consists of constantly thinking about products and services which can give satisfaction and solution to their target clients’ needs. On the basis of this pattern of action, the launching cadence of new proposals is usually higher than that of products launched by companies without direct access to the...
In times of recession and market contraction, we are still surprised at the growing business figures published by companies under the ‘luxury’ heading. This sector has become a defensive stronghold for recession. On the basis of this, its industry endeavours to detect new niches of products and services that could expand and reinforce the category:...
There are products that emerge to satisfy a specific need but they do it with such distinction and strength that they become the origin of the creation of a new category of products worldwide. Comodynes was conceived as a make-up remover napkin developed by Dermofarm laboratories. Its function consisted of providing the facial make-up removing...
If we have to define the four retail keys, those concepts that all the models independently look for the sector in which they operate, they would probably be: increase the traffic, elevate the average ticket, customer’s loyalty and establishing a multi-channel experience with him. Increase the traffic, as the concept indicates, consists on more people...
Have you ever wondered why some brands stand the test of time in a better way than others? Or… why do some brands constitute the base for a wide product diversification while others can only bear only one reference? Finally, why do some brands constitute the entrance to a wide user’s experience and retail model...
Sometimes, the great innovations that appear in the market, managed to set new consumption fashions that do not respond to the previously established habits nor to the consumers’ tradition but, despite their conceptual force, they managed to commercially succeed. A clear example of this, is the coffee and the triumph of the mono-doses concept. Regarding...
Tags:
Coca Cola, desarrollo de producto, Loop, tecnología, valor 
