Aktualności
F**king Delicious, Fizi, Petarda or Sens? Different Worlds of Protein Bars
Are most protein bars still muscle-centric? Or have they long ceased to be aimed solely at muscular and strong guys? Find out what customers expect from protein bars. Background Our appetite for snacks is growing – whether it’s to quickly and conveniently satisfy a small hunger or to provide comfort. There’s no denying that the […]
See
Why are Charles III and Ozzy Osbourne the bane of marketing? On segmentation and generations
Segmentation is a peculiar matter. Based on simple assumptions, King Charles III and Ozzy Osbourne have surprisingly much in common. How should proper segmentation and targeting look? If you are a marketer, you probably know that defining groups like “boomer representative” or even “wealthy resident of England, 75-year-old male, living in a large house and […]
See
How to Effectively Market to Silvers? Discover the Secrets of Silver Marketing
According to data from the Central Statistical Office (GUS) – over ⅓ of people in Poland are over 50 years old. These are the so-called silvers. In other words, these are individuals who remain professionally active, enjoy life, and are often wealthier than younger generations. But how do you reach them? Together with the editorial […]
See
How to build a brand in a VUCA world?
Does a rapidly changing and unpredictable world present new challenges for brand marketing? Should we approach brand building differently today than in the past? Is it still worthwhile to use marketing tools developed decades ago? What should we rely on when everything is changing? Maciej Sznitowski, the author of the videocast Brandholik, invited our Founding […]
See
Effective marketing strategies: how to reach the Polish consumer?
An effective business and marketing strategy should be based on hard data, including information about the target group – accurately reaching potential consumers and clients. What are Poles like? How is Poland changing as a target group? How can Poles be segmented? How is business changing in Poland? Our Founding Partner, Dr. Krzysztof Najder, was […]
See
Are you preparing a communication strategy? Find out what customers really care about
Are you currently developing a communication strategy for your company? Learn about trends that will be important to consumers over the next 2–3 years. Stratosphere, in collaboration with NowyMarketing’s editorial team, has prepared a free webinar where we showcased the most critical issues for consumers in the context of communication strategy creation. With our free […]
See
It’s challenging to make an effective marketing strategy
Developing an effective marketing strategy is a real challenge. Krzysztof Najder, Ph.D. shares his insights on how to approach them and break conventional approaches for aboutMarketing.pl. “Formulating a strategy in a way that is accessible to the entire client team is definitely the greatest challenge. In building strategies, we often use relatively complex tools and […]
See
Defining new product categories: process and strategies
Are you planning to launch a new product on the market? You surely realise how significant a challenge this is. Learn how to analyse market needs and develop a strategy that can help create new product categories. Did you know that up to 90% of product innovations fail? And for various reasons. It could be […]
See
Cultural Marketing: How to Enter Foreign Markets
Watch the recording of our webinar “Expanding into Foreign Markets? Learn How Cultural Marketing Can Help You” and discover how to use cultural marketing effectively in international expansion. Krzysztof Najder PhD, explains in detail how to build a strong, recognisable brand in international markets through the analysis of values, consumer aspirations, and cultural trends. Gain […]
See
BrandPower: how to create a noticeable brand?
Watch the recording of our webinar “BrandPower – Learn How to Create a Noticeable Brand” and discover how Stratosfera’s BrandPower™ model helps brands become strong, credible, noticeable, and flexible. PhD Krzysztof Najder discusses in detail how to combine these elements to increase sales and strengthen the brand even in tough times. Benefit from expert insights […]
See
The Price of Beauty. Where is the Cosmetics Industry Heading?
Just as in the times of great civilisations, all girls and women, as well as our parents and grandparents, cared for their skin and appearance. Nowadays, this activity has become even more significant for people – including men. Our Founding Partner, Krzysztof Najder, discussed the future of the cosmetics industry with journalists from the Hungarian […]
See
Poland as a Brand – A Few Words on Branding
I recall an incident where a representative of an organisation, whose image was handled by Stratosfera, sarcastically remarked, “You treat us like a brand of washing powder!” He intended it as a reproach, but we perceived it quite differently. In our view, the client was acknowledging that we had used solid, proven technology to solve […]
See
Psychographic Segmentations: From Soul to Pocket
Have you ever tried to build an advertising strategy for a product or brand? At first glance, it seems like a simple task. The product is given. Its properties, production cost, distribution possibilities, and the marketing goals of the manufacturer determine its potential buyers (target group). All you need to do is find a promise […]
See