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  • 1. CHANGEOR DIEThe problem facing Brandowners is a Changed (New)Context. The opportunity isChange (New) Context.What do you need to do tobe a recession breakawaybrand marketer andmaintain upwardmomentum? Plan andposition your brand to bearound for the recovery. To aspirational cohorts is down not up. Debt is a now astand still on marketingstrategy whole in a better measure of spend, “The mass not income.downward trajectory resultsin decline and a long hard market has However, the mass marketcrawl back, if ever. Be abreakaway brand marketer. has new needs that brands new needs need to tap into and newOur analysis, which includes profitable segments are that brands emerging for brands toexpert Global, Euro andlocal market studies, innovate across all need to tap dimensions of marketing.concludes that the newcontext is indeed the new P&G global strategy is a into”normal for a while, some good example of this. Ineven claim 2020. In short many developed markets, There are newthe mind-set of today’s many marketers are abandoning the Squeezed consumer choicemass consumer is fearfuland they are anxious about middle and turning to 50+ drivers & priorities:job cuts, debt management as well as Millennial.and life-stage shifts. The A good maxim is that a There are new expectations50+ cohort will be working marketer’s brand role is to from brands as consumersfor longer and 18-24 year be the custodian of the are becoming moreolds will be lifestyle curbing. brand and to leave it in consideredThe Gini index (inequality better health that you purchasers. Greaterbetween income groups) found it. consideration means thatsuggests that the mobility they are selecting brandsof Wealth to the next What you must not do is through a closer evaluationgeneration will be curbed what you always do and - only if they would need orand that the new reference expect that it will work. miss them.of many of the traditional That is called ‘delusion’. Brands are quickly being down traded for lower cost options, often by retailer ormccp.ie For more information contact: kay@mccp.ie ph (01) 6350030
  • 2. other ‘brands’. Pew Consumers’ needs 1. Clear out whatResearch Centre (2012)highlights how 71% of US from brands are does not workconsumers claimed to have evolving anymore; changemade changes to how they from ‘symbols ofbuy brands with many how you spend your meaning’ tomoving to buy less on brand ‘pathways of budget and who youand replacing throughpromotional items or store experiences’ work withbrands because they A recent global study from What is central to thisbelieve the quality was Landor (2012) confirms this strategic shift is for‘just’ as good. trend towards marketers to adopt a experiences. What different mind-set. TheyThe number of people consumers want from need to be hungry to makebelieving that a brand does brands is that they be the difference in theirnot mean better quality has trusted entities that make business and change howincreased to 64% which life easier through they understand theirmeans that the brands in connections, convenience brands relationship with thesome categories have lost and confidence so they can consumer. They need to betheir brand power. carry on with enjoying the up for change. day to day. For example, Now is the time when the“74% of Skype gives a human face to rules for brands and marketers are being a social need andconsumers’ experience and Amazon rewritten. Now is the opportunity to get rid of makes it easy to navigateavail of choice. what doesn’t work and start working in new ways. Be This has massiveBOGOF’s implications for how faster, more nimble and more focussed in what you marketers think and plan towhen win. It is a time to spend your money on and how you work. surround yourself with theshopping” best talent.In the UK, as in Ireland, the The 2. Base line option:volume sold on promotional solution: Strategies Follow through anprices and on smaller unitbuys is on the increase as that work aggressive and higherconsumers want to buy focused play on thelower priced units. Although MCCP has worked with overthey buy more when on 80 Irish and UK clients since marketdeal; 74% of consumers the recession started and helped them ‘game You can either compete toavail of BOGOF’s when change’. There are a few grow your share of the pieshopping; 67% avail of common themes around or simply change the pie.‘extra free deals’ while 56% what we do to successfully Increasing your share of pietake advantage of ‘3 for 2 help clients and their is a traditional yet essentialdeals’ agencies transform their marketing practise, This(Source: justaskMCCP 2012) business. entails, investing to stay topmccp.ie For more information contact: kay@mccp.ie ph (01) 6350030
  • 3. of mind (share of voice, Stepping back meansmedia/channel spend), challenging the old ways. “72% ofstrong propositions and This requires smartercreative that really punches research techniques, better consumersabove its weight. collaboration between yourAggressively competing agencies and interventions are inagainst your weakest rivals that challenge old thinkingand staying in the game can and that bring consumer led agreementincrease share by only a few planning and strategy thatpercentage points. is real, sharp and insightful with theSignificant growth requires to the table.a sharp focus on; statementi) newly identified 3. Craft strategies that ‘luxury is market segments,ii) refined and that meet the needs taking time rebalanced of consumer positioning, segments needs out to relax’”iii) innovative product You must segment to and channel instead of just understand how different propositions and, consumers have been thinking about youriv) fresh affected by the recession communication competitors and uncover their new strategies that priorities. This is important focus on new It is not the case that the to find new zones of consumer journeys spending power of all of innovation. Position, your consumers is in innovate and fine tuneThese are all key to decline. product portfolios to newunlocking the game needs and seek to createchanging potential of value in niche yet profitablebrands. segments.  Rise of Smart Convenience: 44% of consumers have bought a smartphone in the past 12 months while 32% have upgraded their broadband provider (Source: justaskMCCP).  Increase in Home Utopia Trend spend: 54% of consumers have held a house party in the past 12 months (Source: justaskMCCP).mccp.ie For more information contact: kay@mccp.ie ph (01) 6350030
  • 4.  Micro luxury: 72% of entirely new and relevant In summary, this is the time consumers are in way. for transformational agreement with the thinking and for marketers statement that ‘luxury Big ideas are harder to to really up their game. Find is taking time out to leverage and resource in a the best team(s); identify relax’ while 70% agree low to zero growth market segment/consumer needs with the statement so micro innovation that is that you can find single ‘luxury is little treats & continuous or (what we call minded unrivalled focus; rewards’. (MCCP lean innovative thinking) leverage best process in Trendstream™) works best. Small changes strategic, creative (to to the product or service include innovation) thinking Healthier options: 43% can offer simplicity, and skills; commit to a of women ‘avoid fats’ & relevance and create continuous planning and 46% eat diet/low disproportionately higher focus cycle. This will enable calorie products value for the user and the you to game change your (Source: Mintel 2011), product owner while also way as a breakaway brand while Bord Bia research being delivered at to find a new growth (2011) uncovers the affordable prices. This can frontier. fact that usage of deep make the difference. fat fryer Examples include the Kay McCarthy is MD & decreased 16% since packaging, the format, the Founder of MCCP 2003; while Steamer channel, functionality and The Planning Agency who has increase 11% & innovative marketing plans. work with some of Ireland’s Wok 7% over the same largest brands to help game period. At MCCP, we have set up an change through better Innovation Planning Lab to consumer insights and help clients to game change sharper strategy (brand,4. The Bigger play: on these dimensions so as communications and to drive success. innovation).Game changethrough higher levels 5. ‘Always on andof strategically better planning’applied creativity and Planning should be an on-innovation going concept, not a ‘think and pause’ one. At MCCP,Game change by changing whilst we believe longthe pie is innovating to range vision planning iscreate new value for both necessary to set down athe brand and for the visionary North Star - thisconsumer; this is a needs to be coupled withnecessary new frontier. more regular microInnovation is the new planning so as to constantlycreativity – offer something adapt while shiftingnew or different so as to towards consumer’s needsattract a new segment or so that allow us to refineposition your brand in an and amend.mccp.ie For more information contact: kay@mccp.ie ph (01) 6350030