Monthly Archives: April 2010

New Brands vs Established Brands

This free download from consulting firm Hartman discusses some large company’s response to young upstart brands that progress in their market sectors.


The Hartman Group _ Bad Economy or Bad Brands-1.jpg

from: The Hartman Group
(click image for full story online)


The main focus is on the fortunes of Anheuser Bush and Boston beer but the paper also touches on Netflix and Jetblue.

In developing its argument interesting brand and consumer preference information is presented and discussed.

The conclusion is that the recession provides an excuse for decreasing sales which can mask the role brands play in consumer markets.

Innоvаtіоn and disruption іѕ constantly hарреnіng іn marketing асrоѕѕ the country. In bоth business аnd social spheres, there’s соnѕtаnt tаlk аbоut hоw hot nеw brаndѕ are brеаkіng іntо vаrіоuѕ markets. Take fоr example Venmo whісh hаѕ еmеrgеd аѕ ѕеrіоuѕ соmреtіtіоn for Pаураl іn the рауmеntѕ аррѕ mаrkеt. Wаzе іѕ another example of an emerging brаnd tаkіng аwау buѕіnеѕѕ frоm аn еѕtаblіѕhеd mаrkеt gіаnt lіkе Gооglе mарѕ. But whеn it comes tо how соnѕumеrѕ are ѕеаrсhіng fоr brands, аrе thеу rеаllу орtіng for new аnd еmеrgіng brаndѕ іn place оf еѕtаblіѕhеd саtеgоrу leaders, established brands have and advantage with clients, since they are known, so new businesses need to establish a brand with the use of strategies as online or physical marketing, and the use of branded products could really help with this, such as tote bags they can get at sites like online.

Tо try аnd рrоvіdе insight into this, Slant Mаrkеtіng аnd Dіgіtаl Thіrd Cоаѕt wоrkеd tоgеthеr tо аnаlуzе Gооglе search trеnd data fоr thе hоttеѕt еmеrgіng brands іn America. They lооkеd аt 20 dіffеrеnt рrоduсt аnd service саtеgоrіеѕ tо see how thе hоttеѕt nеw аnd еmеrgіng brands аrе fаrіng аgаіnѕt еѕtаblіѕhеd саtеgоrу leaders bаѕеd on the аvеrаgе mоnthlу search dаtа іn Gооglе for еасh brand. Thеу compiled thеіr rеѕultѕ іn аn interesting infographic that саn be seen bеlоw. In mаnу mаrkеtѕ, when уоu соmраrе mаnу оf thеѕе еmеrgіng brаndѕ tо their category leaders, thеу grоund thеу still hаvе to make uр іѕ іnсrеdіblе.


Interesting Information on Plastic Water Bottles – mass reduction, energy, CO2 etc RSS Feed
16 April 2010 10:59

Earth Day finds weight of plastic bottles reduced by 32%

Commemoration of Earth Day on 22 April 2010 includes positive news for those concerned about recycling empty plastic water bottles.

photo by ricardo /

A recent analysis performed by the Beverage Marketing Corporation (BMC) for the International Bottled Water Association (IBWA) shows that over the past eight years, the average gram weight of the 16.9oz single-serve bottled water container has dropped by 32.6%.

The average PET bottled water container weighed 18.9g in 2000, and by 2008 the average amount of PET resin in each bottle has declined to 12.7g. BMC estimated that during this time span, more than 1.3bn pounds of PET resin has been saved by the bottled water industry through container lightweighting. In 2008 alone, the bottled water industry saved 445m pounds of PET plastic by reducing the weight of its plastic bottles.

IBWA also recently commissioned a Life Cycle Inventory (LCI) study to determine the environmental footprint of the US bottled water industry. Franklin Associates, a division of ERG, produced the LCI and prepared a report that quantified the energy requirements, solid waste generation and greenhouse gas emissions for the production, packaging, transport and end-of- life management for bottled water consumed in the US in 2007.

The results indicate that bottled water has a very small environmental footprint.

The study found:

  • Measurement based on British Thermal Units (BTUs) indicates that the energy consumed to produce small-pack water bottled water containers (containers from 8oz to 2.5 gallons) amounted to only 0.067% of the total energy use in the US in 2007. Home and Office Delivery (HOD) bottled water (reusable bottles from 2.5 to 5 gallons) energy consumption only amounted to 0.003% of the total energy used in the US in 2007.
  • The small-pack and HOD bottled water industries’ combined greenhouse gas/CO2 emissions amounted to only 0.08% of total US greenhouse gas emissions.
  • Bottled water packaging discards accounted for only 0.64% of the 169m tonnes of total US Municipal Solid Waste (MSW) discards in 2007.
  • The process and transportation BTU energy use for the bottled water industry was only 0.07% of total US BTU primary energy consumption.
  • Greenhouse gas emissions per half gallon of single-serve bottled water came to 426.4g CO2 equivalent, which is 75% less CO2 eq per half gallon than orange juice.
  • Small-pack bottled water generates 46% less CO2 eq when compared to soft drinks also packaged in PET plastic.

In November 2009, IBWA reported the national recycling rate for PET plastic bottled water containers (0.5-litre or 16.9oz size) now stands at a record 30.9% for 2008, a year-over-year improvement of 32% over 2007 rates, according to new data from two new studies: 2008 Post Consumer PET Bottle Bale Composition Analysis and 2008 Report on PET Water Bottle Recycling, both produced by the National Association for PET Container Resources (Napcor) for IBWA.

Previously, the 2007 Napcor study on water bottle recycling determined that the recycling rate for water bottles was 23.4%, representing a sizeable 16.42% increase over the 2006 recycling rate of 20.1%.

The bottled water industry’s momentum towards more recycling and container lightweighting “can be seen as quickly going in the right direction,” says Tom Lauria. “These are sure signs of improvement, but Earth Day is no time to rest on our laurels. Far more needs to be done with all plastic products and containers. “Empty water bottles comprise only a third of 1% of the waste stream. So even if bottled water containers were to hit a 100% recycle rate, there would still be far too many plastic containers of all kinds in the landfills. Let’s hope Earth Day inspires a more comprehensive approach to recycling all product containers, rather than the current activists’ focus, which seems to be only on empty water bottles.”

Source: IBWA

Sent from my iPhone

Posted via email from DIGIVU Environmental


I have always thought that FAIRTRADE offered a marketing advantage to the small scale food manufacturer. After all the FAIRTRADE sales in the UK in 2009 were 800 million pounds!

Now in the last few days we see 2 very different stories on FAIRTRADE chocolate, in the Australian Foodweek.


(click the image to open website)



(click the image to open website)

Both of these raise questions and prompt me to write a few blogs trying to answer one that has been bothering me for some time. What fraction of, lets say Kit Kat’s raw materials, are FAIRTRADE? I will also be giving an overview of FAIRTRADE and how different organisations view it.