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Value chain sustainability.
The word sustainable holds connotations of farming practices, and environmental sensitivity, all true, but only half the story. A sustainable chain must also be commercially sustainable, and one without the other is by definition, unsustainable. The characteristic that drive both … Continue reading
Posted in Category, Demand chains, Operations, retail
Tagged category management, customer, demand chain, Operations, performance assessment, retailer, supply chain, Value chain
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Challenges of Produce Marketers
Produce marketers are not all that different to most FMCG marketers, except that the power of the retailer in produce categories is magnified by the total lack of proprietary branding, effectively insulating the consumer from the producer, making brand building … Continue reading
Paradox of choice.
So much choice in everything we do, isn’t that great? Maybe not. There is so much choice in most things that now we are running the risk of paralysis, procrastination, and often, we just walk away. Barry Schwartz, a psychologist … Continue reading
Posted in Category, Customers, Sales
Tagged category management, customer, Marketing, Sales
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Has the web has changed category behavior?
Running a qualitative consumer research group recently, one of the participants surprised me with a metaphor that made great sense. She said that the web had taught her to “forage”, her term, looking for stuff of interest, checking out the … Continue reading
Posted in Category, Customers, Innovation, Sales
Tagged category management, Innovation, retailer, web stuff
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Value, not price.
Value is an outcome of the price and the benefits delivered. Value = price + benefits As marketers, we are normally consumed by price, it drives our priorities, measures our success, and dictates channel and NPD priorities. Consumers by contrast, … Continue reading
