Case Studies

Ahold USA Meets Its 'Best Customer'
Recognizing weak identical-store sales and a growing competition in the Northeast, Ahold USA turned to Copernicus Marketing Consulting & Research in December of 2014 to launch a market-based segmentation project.
Marketing on a Shoestring
The TerraCycle business model was born from the idea that if you could find a way to make high-quality affordable consumer products from waste, you could create a business with two revenue streams. In other words,get paid to collect material, and get paid for the resulting product or recycled commodity you create from that material. With its business model in tact, but no ability to spend money on paid advertising, TerraCycle had to approach marketing in a unique way since the very early days. In this month's cover story, TerraCycle divulges its recipe for marketing success without a budget.

The Beauty in Talent

In this exclusive Q&A, L'Oreal USA's Andrea Atwell divulges her recipe for success on attracting, building and developing a talented, entrepreneurial supply chain planning team.
Selling Oreos Online

Traditional supermarket chains are scrambling to get a foothold in the e-commerce marketplace. As some retailers build out internal capabilities for online ordering and out-of-store fulfillment, others are striking formal arrangements with third-party services to offer their alternative-seeking shoppers something until they can get their own operations up and running.
Empowering Global Growth

As Chief Information & Process Officer, Mark Dajani's goal is to power up Mondelez International for growth through the streamlining of processes, empowering its people with capabilities and future-proofing its technology. More specifically, Dajani gives CGT an exclusive interview on the latest WiSE initiative, and how it has helped to minimize regional differences for sustainable, global growth.
Comings & Goings: September 2015

Procter & Gamble, Cincinnati. Company veteran David Taylor has been named the successor to chief executive A.G. Lafley, taking the reins of the world’s largest CPG manufacturer.
Unilever Leverages an Inspirational Vehicle

Launched in November of 2013, Unilever Project Sunlight is a long-term initiative designed to bring Unilever's purpose to life and inspire Americans to take small actions that add up to a big difference. Through the use of the powerful nature of film, Unilever has been able to tackle social issues to help spread awareness of its many recent campaigns, including its latest called The Hunger Project.
K-C's Depend Builds 'Underwareness'

New Silhouette product rollout and campaign targets younger female consumers
Comings & Goings: July 2015

Clorox Co., Oakland, California. The board of directors has appointed George Harad as independent chair of the board, and Jeffrey Noddle as chair of the management development and compensation committee.
2015 Visionaries

CGT is proud to present the 2015 class of Visionaries. These are seven of the brightest minds in the industry, leading their companies down the path to success. Whether nominated by peers, partner companies -- and even competitors -- the executives featured here all exemplify the term "visionary" and will inspire you to action as you read about their accomplishments.