Category Archives: Category

Reading the consumers mind.

Businesses spend many millions trying to understand the way consumers consider the choices confronting them in a supermarket. With up to 30,000 items on shelf, and some categories having hundreds of choices, it is a key consideration. A mix of … Continue reading

Posted in Branding, Category, Customers, Marketing, retail | Tagged , , , , , , , , | Leave a comment

Another slice off the cut loaf.

  Years ago there was a line in the film “Breaker Morant” where the breaker, played by Bryan Brown said of a young ladies virtue “another slice off a cut loaf will not be missed” . I never forgot the … Continue reading

Posted in Category, Change, Governance, Leadership, Strategy | Tagged , , , , , | 2 Comments

Cottage cheese and the job to be done.

  Cottage cheese is a pretty dull category in supermarkets. A relatively tasteless, low calorie (therefore it must taste crappy, right?), price competitive, group of products. Yes, so we thought. Years ago, 25 years in fact, I was the GM … Continue reading

Posted in Branding, Category, Customers, Innovation, Marketing | Tagged , , , , , , | 2 Comments

Customer driven demand chain rebirth

It is pretty trite to point out, again, that the reason businesses survive is to satisfy customers. In fresh produce markets, this has been pretty much forgotten as the share of the consumers dollar that ends up in the farmers … Continue reading

Posted in Category, Customers, Demand chains, Marketing, retail | Tagged , , , , , | Leave a comment

Cheap Housebrand or guarantors of quality

Consumers make purchase choices for a whole range of reasons, quality, size, experience, brand, price, freshness, produce provenance, and so on. Supermarkets in Europe have for years been marketing their housebrands as much more than cheapo versions of branded products, … Continue reading

Posted in Branding, Category, Marketing, retail, Small business | Tagged , , , , , , | Leave a comment

5 rules for FMCG category marketing

I am old enough to remember doing warehouse withdrawals by hand. Heavens. Then we had early data managers automate the process, an evolution that pottered on for 25 years, through  to category management based on scan data, some of which … Continue reading

Posted in Branding, Category, Marketing, retail, Sales, Small business | Tagged , , , , , , | 5 Comments

Fight the war once

Huge amounts of marketing dollars are spent to convince customers to come back. They try the product, leave, or just shop around, so we spend to get them back. If marketing really was a war, as the analogies often go, … Continue reading

Posted in Category, Communication, Marketing, Sales, Strategy | Tagged , , , , , , , | Leave a comment