sumer-centric view of their category—being a real brand—based on predictive loyalty metrics, that stand to gain the most, and establish themselves as this decade’s brand leaders,”he said.
Passikoff also issued a warning:“If cosmetic marketers think that differentiating their products and services and engaging consumers
is hard now, just wait until they try doing it when their brands devolve into category placeholders, a product or service that everyone
knows, but doesn’t know for anything in particular. That’s when no discount will be deep enough, which is a hard lesson that many retailers have already learned.”
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Contract Cleaning Service Revenues To Rise
• Revenues for contract commercial and residential cleaning services in the U.S. are forecast to rise 4.5% annually to $66.8 bil-
lion by 2013, according to a new report from Freedonia Group. The Cleveland-based industry research firm says gains will be driven by
ongoing increases in both the number of households and the number of business establishments, coupled with growing availability
and affordability of cleaning services.
The recession that began in late 2007 and persisted through 2008 had no discernable short-term effect on cleaning services revenues; in fact, many companies reduced operating expenses by outsourcing cleaning services as the economy worsened, Freedonia reported. Longer-term growth in cleaning services revenues, however, will require economic recovery to expand the potential pool of
customers, Freedonia reported.
In its Commercial & Residential Cleaning Services study, Freedonia reports that nonresidential markets, which accounted for more
than 75% of the total market in 2008, will get a boost from the trend to outsourcing cleaning functions to cut costs. And while some nonresidential markets have already seen much of this outsourcing take place, there remain opportunities for growth.
However, little to no growth is expected in nonresidential floor space, particularly in the office, commercial and industrial markets,
which will moderate growth prospects.
According to Freedonia, through 2013, growth in cleaning services revenues in nonresidential markets will range from 3.7% annu-
Some people would go to any lengths to diminish the signs of aging.
Unique ingredients, found
deep in the sea