Lost Marketing Craftsmanship is tipping balance of power from seller to buyer

In the zenith of the years of excellence in advertising and marketing, the seller controlled the balance of power. Taking the empirical science of “Marketing” revealed by diligent and breakthrough academic work, with open and dedicated support from industry, sellers were industrious about applying the newly discovered “Marketing Concept” – finding out what consumers wantedContinue reading “Lost Marketing Craftsmanship is tipping balance of power from seller to buyer”

Supermarkets potentially can own ALL the FMCG brands of the future.

A recent Linked In discussion referred to a study predicting that Australian Supermarkets will retail 33% of private label brands. The article suggests that supermarkets have made 33% generics a reality when, in fact, its been manufacturers that have created this environment! Short-term profit gouging, and/or criminally negligent marketing management, and simply ignorant brand stewardshipContinue reading “Supermarkets potentially can own ALL the FMCG brands of the future.”

The Tactical Marketing Advantage of the Taste Test Challenge

Pepsi challenge #marketing, a tactic which pits No.2 and against No.1, always succeeds if used properly – but many people don’t realize how. Many might be surprised to find that Coke’s sales INCREASE when Pepsi does a taste test challenge, The growth in Pepsi’s sales and share comes from minor brands suffering and losing marketContinue reading “The Tactical Marketing Advantage of the Taste Test Challenge”