Your SlideShare is downloading. ×
Marketing in a weak economy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Marketing in a weak economy

321
views

Published on

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing in a weak economy
    4.05.2010
  • 2. introduction
    Article “Marketing in a weak economy”
    Published on forbes.com, 2.05.2010
    Author was Knowledge@Wharton
    ~10 min
    The main titles are recession, customers behavior, high anxiety, threat of private labels and keeping up with consumers.
  • 3. Recession
    Consumer behavior
    Brands have taken a beating
    Private labels have gained market share
    Consumers are cutting back
    Retailers are turning up the heat
    Less eager to open up their wallets
    People are starting to change
    Focus on home and family
    No free lunch anymore
  • 4. High anxiety
    Looking for reassurance
    Simplify consumers lives
    Company will do what it always has done is important – it is security
  • 5. High anxiety
    What we can do?
    • Make the consumers feel savvy
    • 6. Highlighting nutritional information
    • 7. Every little decision does matter
    • 8. Made a good decision
    • 9. Doing the right thing
    • 10. Controlling their controllables
    • 11. Touch the product
  • Threat of private labels
    “Three weapons" in the fight against private labels
    Innovation
    Managing a product throughout its logical life cycles
    Brands should work with retailers on category management for when they square off against private labels
  • 12. Keeping up with consumers
    Internet – new ways to reach out
    Online forums
    Offered coupons
    Maintain a Facebook or Twitter presence
    The knee-jerk reaction:
    Consumer wants this
    This is something we should provide
  • 13. Traditional marketing research
    Take the time
    Think about how to provide a benefit
    What consumers really want
    Challenge:
    Maintain a distinction between information
    Focus on what is actionable
  • 14. THANK YOU!
    Do you have any questions?