Same old, same old… now its Darrell Lea

Darrell Lea shouldn’t have gone broke, and COULD be saved… but is would take an open-minded and clear-thinking CEO, fully supported by shareholders, to save it. DL, like so many other medium and large companies, suffers the two most eroding factors in business decline: Operational focus (not strategic) and corporate arrogance (generated by leadership ofContinue reading “Same old, same old… now its Darrell Lea”

Where have all the Good Marketers Gone?

The academic study of Marketing was initially undertaken to make business decision-making easy… and it worked! Marketing decisions that religiously, if not fanatically, followed the technical revelations of academic marketing teachings, have worked, and worked, and worked. In my career, every single marketing plan based upon the teachings of my studies, and implemented accordingly, hasContinue reading “Where have all the Good Marketers Gone?”

Challenges and Solutions to the supermarket duopoly – Coles & Woolworths aren’t the bad guys – we are!

The following is a summary of my presentation at the 2012 FMCG Summit on Longevity, held at MGSM. Every company must follow its mandate/mission/vision and derived corporate objectives: That’s the Board of Management’s job! So why is everyone complaining that WW & Coles are making it hard? It’s their job to maximize profit…. and oursContinue reading “Challenges and Solutions to the supermarket duopoly – Coles & Woolworths aren’t the bad guys – we are!”

BRAND IMMORTALITY – Part 2

What is the Marketing Concept? What is the basis of all marketing management? Is it not meet the customers’ needs with available resources? Is pushing an imperfect satisfaction of needs, via advertising, personal selling, tricky copy and negative options, give-aways and incentives, going to imbed success in a brand? Is a badly thought-out product orContinue reading “BRAND IMMORTALITY – Part 2”

Is Brand Immortality Possible?

There are no specific strategic models for FMCG brands to manage lifecycle because any generalisation would be fictitious nonsense. The secret for ALL marketers is market segmentation. Until decision makers recognise that there is no singular ‘market’, but a unique combination of segments that make up an individual market, we are unimpowered. “Markets’ are asContinue reading “Is Brand Immortality Possible?”

Are you tired of rubbish marketing plans that only serve to collect dust?

Sometimes, it seems like people have forgotten that a marketing plan should be a clear and concise set of directions that, if followed correctly, ensure you achieve or exceed your goals. So many marketing plans end up being a report of where the business is now, or a weak wish-list of what the writer thinksContinue reading “Are you tired of rubbish marketing plans that only serve to collect dust?”

Once we were (marketing) warriors…

During my Feb 2012 presentation at the FMCG summit at MGSM in Sydney, I asked the group of about 60, “When did you do your last segmentation study?”. I was appalled to find only 1 company had undertaken a segmentation study in the past seven years… SEVEN YEARS!!!!!!!! (Less frequent than 3 years is consideredContinue reading “Once we were (marketing) warriors…”

The One & Only Obstacle to Business Growth – Where the ‘buck’ stops

The older I get, the more I learn how much I don’t know – but also the more I recognise so-called “business experts” don’t know as well. I guess that’s fair, except at least I know how much I don’t know… others appear to “believe their own BS”. The latest manifestation became glaringly apparent inContinue reading “The One & Only Obstacle to Business Growth – Where the ‘buck’ stops”

What’s Sales got to do with It?

Entering my local Coles store, recently, a young woman manning a Wholesale Kitchens promotional booth approached, promoting kitchen sales. Rewarded for the number of leads she generated, she was thrilled I was ready to upgrade my kitchen. I filled out a lengthy details form, requesting an appointment time of 8:30am Monday morning, to allow theContinue reading “What’s Sales got to do with It?”

Corporate Arrogance: Ready for another victim in Woolworths?

Roger Corbett, who was CEO of Woolworths on its rise to co-domination of Australian retailing, warned that corporate arrogance was the most dangerous threat to Woolworths’ future. Could he be right? In March, 2009, post GFC, American business analysts came to the conclusion… “Today, we face corporate arrogance that is almost transcendent and vastly moreContinue reading “Corporate Arrogance: Ready for another victim in Woolworths?”

Marketing, as much as Technology, controls the very future of the world!

Its been reported that two major global players in the solar energy industry are now in the process of closing down. The “Executives” in charge claiming they are not making adequate return on investment. Operationally this judgement is sound. Strategically, it screams strategic marketing incompetence of the highest order. Abandoning any market prior to adoptionContinue reading “Marketing, as much as Technology, controls the very future of the world!”

“Corporate selfishness & academic irrelevancy – the death of a science called ‘marketing’.”

In most fields of study, for example, medicine, the body of scientific study is held in the realms of academia: Knowledge, findings, advances, models and theories openly shared and proudly distributed, discussed passionately and debated publically… with advances evident and progress (relatively) steady. Aahhh, not so with Marketing. Here the boy of funding, knowledge, findings,Continue reading ““Corporate selfishness & academic irrelevancy – the death of a science called ‘marketing’.””

Better marketing plans using a marketing planning workbook

Are you as tired as we are of rubbish marketing plans that only serve to collect dust? Sometimes, it seems like people have forgotten that a marketing plan should be a clear and concise set of directions that, if followed correctly, ensure you achieve or exceed your goals. So many marketing plans end up beingContinue reading “Better marketing plans using a marketing planning workbook”

Why some executives hold onto losing strategies

Executives hang on to losing strategies, even though the signs say ‘let go’… why? Research shows that many companies ‘linger’ and, over time, ROI falls away. Despite overt trend indicators, executives are reluctant to change, to move into new territory, to adopt different strategies. Why? Ask them and they tell you they ‘just knew’ thatContinue reading “Why some executives hold onto losing strategies”

Masters of Brand Decay – How to turn a Big Business into a Dead One

Understanding and utilising the response tools available under the Law of Diminishing Brand Loyalty couldn’t be better demonstrated than by the multi-national, Fitness First. Let alone falling VERY short of customer expectations, Fitness First fails to deal with customer complaints, exacerbating their brand decay. From a marketing management perspective they are clearly ignorant market needs,Continue reading “Masters of Brand Decay – How to turn a Big Business into a Dead One”