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FMCG Articles

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Staycation
In a couple of month’s time, we’ll be having lots of those conversations again. You know: “What are you up to for the summer break?” 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
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UnmetNeeds
Unmet Needs are like the Holy Grail in marketing. Those two little words spell green field opportunities and untapped potential. 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, or even saturated needs
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SameSameDiff
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
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LoveSuperMarkets
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
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WhatBusinessAreYouIn
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
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Aldi
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
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Foodstagramming
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
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Sensory
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
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Bargins
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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pricing
I can’t believe that I bought a $600 backgammon set. But somehow I did. Sure, I enjoy playing backgammon, and they can be beautiful things. But $600! How did that happen? The clues sit within this overview of that vital organ of business success: pricing. How we’re supposed to think about pricing The default belief
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Groceraunts
I can tell you for sure that 2-day old pizza dough is better than 1-day old, which is way better than fresh dough. It’s definitely crispier, tastier and more ‘pizzarey’. I can’t speak for 3-day old, but 2-day is the bomb according to Tony, my pizza coach at Italian grocery specialist La Bella Italia. This
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Cans
I’m hopeless. As a foodie and a strategic planner for a shopper marketing agency a trip to the supermarket is never quick and always full of delight. I’m one of those people that gets lost in the aisles. I double-back. I triple-back. I rarely buy on price, although sometimes I do when I feel the
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Deliver
For the past two years, Energi has carried out research on the Christmas shopping habits of New Zealanders. We’ve found out that although Christmas is supposed to be a universal time of joy and happiness, in reality, Christmas is quite polarising. ‘Santas’ are the segment that see Christmas as a favourite time and a challenge
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FMCG Articles | Energi Advertising