How do you KNOW what your customers want?

“Customers” are NOT identical. A “market” is only a corral of market segments. Until business leaders fully accept that fact, businesses will not do as well as they could, probably flounder at some stage, and ultimately fail as their competitors (who DO “get it”) out-manoeuvre them. The Most POWERFUL tool in a business strategist’s arsenalContinue reading “How do you KNOW what your customers want?”

The Easiest Way for Businesses to Make Billions

Why Do Businesses Stray from the Proven Path to Making Billions? I recall the adage, “Not advertising is like kissing someone in the dark… YOU know what you’re doing, but nobody else does.” Market research tells you: If there are any kissable people in the dark, How to find them, What sort of kiss theyContinue reading “The Easiest Way for Businesses to Make Billions”

FMCG Marketing in Australia

Members of the Sales & Marketing Institute of Australia might remember my presentation, “Coles & Woolies aren’t the bad guys, we are!”, at the FMCG Summit in August, 2012. In this presentation, I suggested… The fundamentals of solid FMCG haven’t changed – and won’t Loyalty data has become an information goldmine FMCG now beats to differentContinue reading “FMCG Marketing in Australia”

Have we abandoned the core root of all business success? (Or Just forgotten the truth?)

Too many marketing strategists believe their own BS! Pricing Strategy, Communications strategy, Online Strategy, branding strategy etc. isn’t genius… it is obvious, common sense that evolves out of the fact that perfect knowledge leads to perfect decisions. I’ve had an extraordinary number of commercial successes in my career, record-breaking ones… NOT because I am oneContinue reading “Have we abandoned the core root of all business success? (Or Just forgotten the truth?)”

So many businesses could boom beyond all expectations…

So many businesses could boom beyond all expectations…… If ONLY they knew how much they don’t know, when it comes to ‘marketing’. So many still think that “marketing” is “promotion”. Others perceive it as simply ‘selling’. Dangerous CEO’s think marketing is just ‘fluff’. Companies that have leaders with this perception are ultimately doomed… proven infinitely,Continue reading “So many businesses could boom beyond all expectations…”

Why I eat breakfast that tastes of Kerosene

After 40 years of working in “marketing”, much of it FMCG, lots of B2C and nearly as much B2B, I have observed how few senior executives (even those with ‘marketing’ qualifications) actually recognise the power of segmentation. This morning I sat down to eat my breakfast… almost wincing at the foul taste of my GoodnessContinue reading “Why I eat breakfast that tastes of Kerosene”

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?”

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?”