FMCG Articles
We’re starting to have those conversations again. You know, the “What are you up to for the summer break?” type. The culturally correct kiwi answer to this question is, of course, something along the lines of a chance to get away to a beach, or maybe a lake, to reconnect with the family and the
Marketing is easy. What’s not easy? Producing good marketing. Specifically, good content marketing. As twenty-first century marketers, we celebrate the speed and agility of finding the insights we need. But at the same time, brands are coming to understand that most eBooks and infographics only add to the landfills of B2B information, requiring decision-makers to wade through
Unmet Needs are like the Holy Grail in marketing. Those two little words spell green field opportunities and untapped potential. But, the gloomy reality is, the realm of Unmet Needs is certainly desirable but is difficult and challenging. The reality is that most of us, most of the time live in a world of met needs,
For most of us, the supermarket is a natural part of everyday life. Sure, there is a minority who buy through modern alternatives like subscriptions services, or click and collect, or shop online with home delivery; but most of us still make regular trips to the supermarket for our shopping. Our relationship with our supermarket
When you’re next in your local supermarket look around. Look at the people strolling up and down the aisles. Are they happy? Are they enjoying their shopping experience? Or are they unhappy? Do they resent being there, having to stock up and spend money? We asked a couple of hundred people in a nation-wide online
This is a simple but revealing strategic question. If you ask most business-people, they will typically answer in terms of what they do. They’ll say they’re in banking, or they make cleaning products or flooring, or they make frozen desserts. No doubt you have your equivalent answer. There is nothing inherently wrong about describing your
Over the past year or so we’ve seen some significant developments in the supermarket world. Countdown is taking on the guise of ANZ National Bank by looking more and more like a steady transition to one monolithic trans-Tasman Woolworths brand. The company name has changed, the brand logo is ready to go, and there is
From an early age, I learned about the social value of food. My late mum (bless her), committed many horrific food crimes when I was growing up. The arrival of the enormous wood-grained National microwave in the 1970s sparked her culinary nadir; destroying everything that went inside like some sort of nuclear kitchen holocaust. I
Stop, and think about the entrance to your local supermarket for a moment. What do you see? Are you in the fresh produce department? Do you see large mounds of brightly coloured fruit? Then, are you drawn into fresh, red meat, or maybe the aroma-rich bakery? These are powerful and deliberate sensory marketing triggers that
A year ago there was an article in the New Zealand Herald claiming that “$6 out of every $10 spent on groceries was going on items which are on sale or promotion.” What’s more, we are internationally way ahead of the curve, with Australians spending $4 out of $10 on promoted items, the British $3,
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