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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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