Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing in a weak economy


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Marketing in a weak economy

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