How Brands Grow in a Digital Age: Introduction
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How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
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How Brands Grow in a Digital Age: Introduction
- 3. #GrowWithArena Promotions Discounts Raise the price Loyalty scheme Big ad campaign NPD Brand extensions Engagement
- 5. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House Sanka Tester’s Coffee High Point Folgers Nescafe Brim
- 6. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House 24% Sanka 21% Tester’s Coffee 22% High Point 22% Folgers 18% Nescafe 13% Brim 9%
- 7. #GrowWithArena Brands Have used in the past twelve months Average number of purchases in twelve months Maxwell House 24% 3.6 Sanka 21% 3.2 Tester’s Coffee 22% 2.8 High Point 22% 2.6 Folgers 18% 2.7 Nescafe 13% 2.9 Brim 9% 2.4
- 8. #GrowWithArena Observable in over 500 brands in 63 categories in 20 countries across 40 years
- 9. #GrowWithArena#GrowWithArena Brands Have used in the past twelve months % Average number of purchases in twelve months Weetabix 40.2 4.7 Klgs Cornflakes 39.8 5.1 Shredded Wheat 26.2 4.4 Frosties 24.9 3.6 Klgs Rice Krispies 23.8 3.1 Cheerios 19.9 4.2 Crunchy Nut Cflks 19.3 3.7 Klgs Coco Pops 18.6 3.4 Sugar Puffs 18.2 3.2 Mini Crunch 15.7 2.8 Shreddies 14.9 4.2 Special K 13.7 4.7 Alpen 13.1 3.2 Ready Brek 12.9 2.6 Quaker Oatso Simple 10.5 3.4 Weetos 8.8 4.3
- 10. #GrowWithArena • Competitive brands hardly differ in their loyalty levels. • Their difference in size is due to the difference in their user bases.
- 11. “The nature of buying suggests that marketing a brand successfully is very much like winning an election. While it might be most satisfying to win an election by converting all voters to avid party members, the reality is that to win an election a great number of less avid party numbers, independent voters and former voters for another party are needed as well.”
- 12. #GrowWithArena Do the same rules apply in the digital world? Are online shoppers the same? Do I shop in the same way on Amazon? The Kindle store isn’t like a book shop … What about when Ocado refills my trolley automatically?