tag:blogger.com,1999:blog-61934651258219321352024-03-13T05:43:42.333+00:00Essential Guide to Marketing PlanningCompanion blog to the textbook by Marian Burk Wood includes links to resources for marketing planningMarian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comBlogger882125tag:blogger.com,1999:blog-6193465125821932135.post-17699222823477252532023-05-19T16:12:00.001+01:002023-05-19T16:12:16.990+01:00Post-BREXIT UK financial services industry <p><span style="font-size: large;">💱 </span>In this post-BREXIT marketing environment, the financial services industry in the UK is investigating new paths to global competitiveness. </p><p>According to <a href="https://www.reuters.com/business/finance/uk-financial-sector-forge-new-post-brexit-market-model-2023-05-15/" target="_blank">Reuters</a>, a report expected later this year will point the way toward<a href="https://www.bloomberg.com/professional/blog/a-new-dawn-uk-financial-market-regulation-after-brexit/" target="_blank"> appropriate regulation</a> and guidelines for reinforcing the nation's position as a major financial centre. </p><p>What laws and reforms will be needed? How will these affect the marketing of financial services to commercial and consumer groups? What will be the long-term effects of BREXIT on this and other industries?</p>Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-58921415400865948922021-04-30T17:44:00.001+01:002021-04-30T17:44:18.968+01:00The Pandemic Changed Marketing Plans<p>Although the awful Covid-19 pandemic of 2020-2021 is not yet over, conditions in some areas are changing rapidly and, in response, marketers are adjusting their plans.</p><p>After months of experimentation with new ways to reach customers, marketers are <a href="https://www.pressgazette.co.uk/global-marketing-spend-coronavirus/" target="_blank">increasing their media budgets</a> to fuel new growth.</p><p>Meanwhile, the <a href="https://www.adweek.com/brand-marketing/uk-government-targets-under-50s-in-latest-covid-19-vaccination-ad/" target="_blank">UK government is using marketing</a> to encourage people under the age of 50 to get the jab. </p>Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-11415649910386879542020-05-20T22:12:00.001+01:002020-05-20T22:12:34.971+01:00Pandemic and PurposeThe COVID-19 pandemic continues worldwide, with some nations and some US states beginning to reopen their economies even as scientists pursue treatments and vaccines to combat the coronavirus.<br />
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Interviewed by Bloomberg BusinessWeek in May of 2020, the<a href="https://www.bloomberg.com/news/features/2020-05-12/unilever-ceo-on-coronavirus-pandemic-purpose-led-businesses"> CEO of Unilever says</a>:<br />
<blockquote class="tr_bq">
"Our company is guided by three deeply held beliefs: That brands with purpose grow, companies with purpose last, and people with purpose thrive. And we think that refrain is going to be even more relevant in a post-coronavirus world than in a pre-coronavirus world."</blockquote>
Alan Jope sees trends shaped by the pandemic that include an emphasis on hygiene, on staying safe at home and on the "distance economy." He indicates these trends point to more in-home consumption and digital consumption.<br />
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Stay safe as this pandemic continues.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-14150860022112049952020-03-05T11:57:00.001+00:002020-03-05T11:57:21.607+00:00UK Businesses and CoronavirusAs the coronavirus spreads worldwide, UK businesses are increasingly concerned about keeping employees safe while meeting the needs of customers. Another major concern is how to deal with <a href="https://www.theguardian.com/business/2020/mar/04/uk-retailers-hit-by-supply-disruption-amid-coronavirus-concerns" target="_blank">disrupted supply</a> chains, as firms source goods from nations around the world.<br />
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Will customers continue to shop in person or will <a href="https://www.telegraph.co.uk/global-health/science-and-disease/coronavirus-uk-news-live-cases-update-latest-covid-19/" target="_blank">retailers need to enhance online </a>and mobile shopping alternatives to meet demand?<br />
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Please stay safe.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-20412209729992071232020-02-05T14:08:00.001+00:002020-02-05T14:08:06.108+00:00Brexit: adjusting marketing plans for uncertaintyNow that Brexit has taken place, businesses large and small are going to have to adjust their marketing plans.<br />
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Much uncertainty remains, however, as <a href="https://www.theguardian.com/business/2020/jan/02/brexit-trade-deal-unlikely-before-2021-business-leaders-say" target="_blank">this <i>Guardian </i>article</a> indicates and <a href="https://www.npr.org/2020/01/31/801715364/a-business-owners-view-on-brexit" target="_blank">this podcast interview</a> with a small business owner indicates. Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-75071282664124333902019-12-19T20:25:00.002+00:002019-12-19T20:25:26.312+00:00Brexit and business<h2 style="text-align: center;">
Brexit</h2>
With Brexit in the works for 2020, UK businesses that rely on exporting for revenue are hoping to hear more about plans for <a href="https://www.reuters.com/article/us-britain-eu-trade-deals/uk-wants-80-of-trade-covered-by-new-trade-deals-by-2022-idUSKBN1YN1FL" target="_blank">trade deals </a>with the European Union. UK businesses that import parts or merchandise are also keenly interested in how these negotiated trade deals will affect their operations.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-53625756960913675902019-10-31T14:10:00.000+00:002019-10-31T14:10:09.931+00:00Merger planned between Fiat Chrysler and PeugeotIf Fiat Chrysler and Peugeot complete their just-announced merger, the resulting firm will be the industry's fourth largest.<br />
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Read more about this <a href="https://www.theguardian.com/business/2019/oct/31/fiat-chrysler-and-psa-peugeot-agree-35bn-merger">merger here</a>.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-45386942697995321752019-07-09T12:17:00.002+01:002019-07-09T12:17:20.363+01:00Direct-to-consumer brands challenge established brandsA growing number of upstart direct-to-consumer brands are challenging established manufacturers. What are they doing? How are they doing? For an overview, take a look at this <a href="https://www.thedrum.com/opinion/2019/07/03/reckitt-benckiser-innovation-director-the-secret-flaws-dtc-brands" target="_blank">post</a> by Reckitt Benckiser's head of global marketing and innovation.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-57848853356848947602019-02-18T14:34:00.001+00:002020-06-11T15:13:50.394+01:00Airbus deletes A380 from product lineSome product decisions have long time frames and extremely costly consequences. Aircraft manufacturers therefore spend considerable time studying the marketing environment to project future trends in travel and demand, before they develop and introduce a new jet.<br />
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Airbus spent billions to develop its double-decker A380 jumbo jet, betting that airlines would be ferrying large numbers of passengers from major hub to major hub. It was <a href="https://www.bbc.com/news/business-47225789" target="_blank">test-flown in 2007</a>, receiving much publicity for its spacious interior and the amenities that could be added (such as on-board showers and luxurious first-class suites).<br />
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Airbus received some big orders from Emirates, among other airlines. In fact, Emirates is by far the largest buyer of A380s. But when Emirates cut the number of A380s in its latest order,<a href="https://www.ft.com/content/e05d61bc-313c-11e9-ba00-0251022932c8" target="_blank"> and other orders slowed down, Airbus decided to </a>discontinue this product after 2021. In fact, the 2020 coronavirus pandemic that brought international air travel to record-low levels seems to be accelerating the move <a href="https://www.smh.com.au/business/companies/the-a380-is-set-to-become-the-aircraft-industry-s-first-pandemic-victim-20200521-p54uyx.html" target="_blank">away from A380s</a>.<br />
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Competitor Boeing based its product decisions on a different forecast for the travel environment, believing that passengers would want to travel from point to point rather than hub to hub. It put the emphasis on nimbleness and fuel efficiency, rather than on having a high number of passengers being carried per flight. And that's attracted more buyers than the Airbus A380.<br />
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Now Boeing's original 747 jumbo jet is <a href="https://www.investors.com/news/airbus-a380-canceled-emirates-order-boeing-747-787/" target="_blank">transitioning to a cargo </a>carrier, extending the life cycle of this aging product. In addition, Boeing is still marketing its 777 and 787 jets to airline customers--and looking ahead with forecasts for the future of travel as it plans future product introductions.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-56967671424627305282019-01-01T07:00:00.000+00:002019-01-01T07:00:06.169+00:00Links to resources about marketing and marketing plansThank you for visiting!<br />
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Please click <a href="http://essentialmarketingplanning.blogspot.com/p/marketing-planning-links.html" target="_blank">here</a> to see an updated list of resources (such as marketing news, business news and industry news) you can use for background as you prepare a marketing plan.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-35693663802026161992018-12-17T03:30:00.000+00:002018-12-17T03:30:09.949+00:00Competitors as partners (and stakeholders)Not only can <b>competitors be key stakeholders</b> (meaning your marketing performance may be influenced by rivals and influence the performance of rivals) - but in some cases, <i>competitors can be key partners</i>.<br />
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An entrepreneur recently explained when he considers it <a href="https://www.inc.com/craig-bloem/why-partnering-with-competitors-is-often-best-move-your-company-can-make.html" target="_blank">good business to partner with a competitor</a> in strategic ways:<br />
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<ul>
<li>Partner to take advantage of opportunities for entering new markets - with co-developed products, for instance. Or to tap a new channel for distribution.</li>
<li>Partner to co-purchase raw materials used by both, at a lower price due to high-volume buying in combination.</li>
<li>Partner with complementary products or marketing, letting customers know about the complementary offerings and receiving customer referrals from the partner as well.</li>
<li>Partner to undertake activities that will achieve societal objectives.</li>
</ul>
Microsoft, the giant technology company, asked last year: '<a href="https://blogs.partner.microsoft.com/mpn/partners-competitors-yes/" target="_blank">Are we partners</a> or competitors?' The answer: 'Yes, we are.'<br />
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Partners, whether competitors or non-competing vendors, are clearly stakeholders when it comes to each other's performance.<br />
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In this 2017 blog post, Microsoft wrote the following about working together with competitors as partners to provide customers with what they need and add value for all participants.<br />
<blockquote class="tr_bq">
<span style="background-color: white; color: #333333; font-family: "Segoe UI", Tahoma, Arial, Verdana, sans-serif; font-size: 14.4px;">It’s not a we-win-you-lose sort of deal. In fact, it’s the opposite. Every time we come together with our partners for a solution, we open a new socket that creates value for everyone. We all need to work together and use transformative technology to help partners build successful ecosystems for customers.</span></blockquote>
Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-19925452248975028442018-12-12T22:15:00.001+00:002018-12-12T22:15:30.880+00:00Tracking trends via Google search resultsWhat were some key UK trends in 2018?<br />
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<a href="https://trends.google.com/trends/yis/2018/GB/" target="_blank">Google</a> recently published a list of the most <a href="https://www.standard.co.uk/tech/google-year-in-search-2018-uk-a4014591.html" target="_blank">frequently-used</a> search terms amongst UK users. It's not a surprise that many people searched for Meghan Markle, given the hoopla over the royal wedding this year. I was surprised that her name was not at the TOP of the search list. It was #2, followed by the royal wedding.*<br />
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At #4 was searches for Black Panther, the blockbuster movie.<br />
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At the very <span style="background-color: #fff2cc;">top of the list, at #1, was the <b>World Cup</b></span>. Football fever!<br />
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To see the trends globally and country, by country, go to the <a href="https://trends.google.com/trends/yis/2018/" target="_blank">page <i>Google's Year in Search</i> </a>and select a place.<br />
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Globally, for example, Google says the #1 search was . . . World Cup.<br />
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Even in the United States, World Cup was the #1 search during 2018.<br />
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For historical comparison, you can also select a different year. No individual country results are available for 2001, but globally, the top search term was Nokia, followed by Sony, BMW, Palm (remember that brand? It was a personal digital assistant back in the day) and Adobe.<br />
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Fun and an interesting look back on trends from the past.<br />
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*Expect Meghan Markle and Prince Harry and the royal baby to trend very high in 2019 search results, right?Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-30821846449881313042018-12-07T05:00:00.000+00:002018-12-07T05:00:10.314+00:00When brands include soundsFor many years, computer users have noticed a specific musical sound during bootup: Microsoft Windows has one sound, Apple Macintosh has another sound. These are examples of <i>sonic branding. </i>Similarly, <a href="https://www.designweek.co.uk/issues/29-august-4-september-2016/sonic-branding-logos-heard-well-seen/" target="_blank">brand jingles</a> and musical straplines are part of sonic identity.<br />
<i><br /></i>
Now s<a href="https://www.bbc.com/news/business-46425420" target="_blank">onic branding is becoming</a> increasingly important as brands seek to further differentiate themselves in this era of Alexa, Siri, Google Assistant, Amazon Echo and other virtual assistants and smart speakers.<br />
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In other words, the audio component of branding must support visual elements and other aspects of brand identity, because so many consumers rely on voice commands and audio response.<br />
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To be <a href="https://www.brandchannel.com/2016/07/25/5-questions-sonic-identity-glossary-072516/" target="_blank">effective, the sound </a>must be brief and memorable, <a href="https://www.moreaboutadvertising.com/2018/05/massivemusic-sonic-branding-is-relevant-for-b2b-brands-too/" target="_blank">consistent </a>with other brand elements. It can be used in both audio and video brand experiences. And it should <a href="https://www.campaignlive.com/article/marketers-world-sound-better/1446886" target="_blank">appeal</a> to the target market, developing an emotional connection with the brand.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-65537267906164193692018-11-30T03:30:00.000+00:002018-11-30T03:30:05.943+00:00Marketing fashion products made from recycled materialsThe world's oceans contain all kinds of rubbish, particularly <a href="https://www.independent.co.uk/environment/plastic-pollution-sea-increase-government-scientists-uk-oceans-a8266356.html">plastic</a> that pollutes and never decomposes--and fishing nets that have been thrown away. Now companies are turning ocean rubbish into 'green' clothing and accessories, stylish as well as a good path to <a href="https://www.theguardian.com/fashion/2018/nov/23/catwalk-brands-trawl-ocean-plastic-waste-for-sustainable-fashion" target="_blank">sustainability</a>. Consumers appreciate being able to make a difference through their purchases, the companies seek to accomplish societal objectives and the planet gets a little cleaner in the process.<br />
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Some brands are working with the nonprofit <a href="http://www.parley.tv/#fortheoceans" target="_blank">Parley for the Oceans</a> to build awareness of the threats to ocean life and reuse discarded plastic in new products. <a href="http://www.parley.tv/updates/2017/6/7/stella-mccartney-x-parley-purpose-is-the-new-luxury" target="_blank">Stella McCartney</a> created a fashion collection based on recycled ocean plastics, for example, and also uses <a href="https://www.stellamccartney.com/experience/en/sustainability/materials-and-innovation/recycled-nylon-polyester/" target="_blank">recycled nylon</a> and polyester in fashion items. The <a href="https://www.standard.co.uk/fashion/these-fashion-labels-are-turning-ocean-trash-into-style-treasures-a3900711.html" target="_blank">sunglass brand</a> Clean Waves markets products made from recycled ocean plastics, again in partnership with Parley for the Oceans.<br />
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The fast-fashion retailer H&M is buying nylon made from recycled fishing nets (from <a href="https://www.sustainablebrands.com/news_and_views/chemistry_materials_packaging/sustainable_brands/hm_teams_aquafil_bring_sustainable_f" target="_blank">Aquafil</a>) and turning it into stylish clothing. This partnership increases education about the challenges of ocean pollution and also showcases H&M as a firm actively working to improve sustainability.<br />
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Watch for more such partnerships as consumers increasingly seek out brands that are transparent about ethical sourcing and active in pursuing societal objectives.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-40449786224266558522018-11-19T05:00:00.000+00:002018-11-19T05:00:03.518+00:00Scooters and the sharing economyThe fast-growing 'sharing economy' includes firms like <a href="https://www.instagram.com/airbnb/">Airbnb</a> (flats and homes) and <a href="https://www.uber.com/cities/london/">Uber</a> (car hires). Customers book what they need, when they need it, on demand, via app or the web. Convenient, easy, affordable and low-stress.<br />
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In America, <a href="https://www.theguardian.com/cities/2018/apr/25/electric-scooters-urban-transport-bird-santa-monica-uk">electric scooters</a> are already part of the sharing economy. Pioneering firms like <a href="https://www.li.me/">Lime</a> and <a href="https://www.theatlantic.com/technology/archive/2018/05/charging-electric-scooters-is-a-cutthroat-business/560747/">Bird</a> have put hundreds of lightweight, rechargeable scooters on the streets of major cities and on university campuses. Consumers unlock the scooters by logging into an app and paying about £1 to start. Operating fees depend on how long the ride continues, but the entire cost is usually much less than hiring a car or hailing a cab.<br />
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Scooters don't pollute, and they don't take up much space on streets or in car parks. Riding is fun and easy after a bit of trial and error. More scooters could mean less traffic and congestion in cities and on campuses. So why aren't UK cities encouraging scooters and the sharing economy?<br />
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Currently, UK law <a href="https://www.bbc.com/news/technology-46103713">doesn't allow motorized</a> scooters on paved streets/public roads. And based on the US experience, which has been both positive and negative, <a href="https://www.wired.co.uk/article/electric-scooters-london-san-francisco-lime-bird-spin">UK municipalities may be wary of consumers</a> weaving in and out of traffic, riding on sidewalks and/or leaving scooters on the side of the street.<br />
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Now US-based Bird is among those seeking permission to operate in the UK. Its first test is a <a href="https://www.engadget.com/2018/11/06/bird-launch-uk-first-electric-scooter-sharing-london-restriction/">limited </a>pilot programme on one private path near Bird's London offices. Will UK regulators change the rules to allow scooter-sharing services to operate?Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-14433352393234044622018-11-12T05:30:00.000+00:002018-11-12T05:30:06.867+00:00Pop-up shops for holiday marketing'Tis the season for holiday pop-up shoppes opening around the UK. More than ever, brands and businesses see pop-ups as a good way to offer a limited-time, in-person experience controlled by the brand.<br />
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This allows the companies to try new products or new displays, learn more about customers' interests and preferences, understand response to pricing and test response to communication messages featuring the pop-up. Once the pop-up closes, marketers can analyse the results and make decisions about future products, pricing, promotion and distribution possibilities--made possible by limited spending on a limited-time retail space in a targeted geographic area.<br />
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For instance:<br />
<br />
<ul>
<li><a href="https://seedlipdrinks.com/">Seedlip</a>, which markets non-alcoholic drinks, is opening a Mayfair <a href="https://www.campaignlive.co.uk/article/seedlip-targets-christmas-shoppers-pop-up-shop-bar/1498234">pop-up</a> focused on its beverages as well as bar products.</li>
<li>Amazon, the pioneering online retailer, is opening a <a href="https://www.theguardian.com/technology/2018/oct/23/amazon-opens-pop-up-fashion-shop-in-central-london">London</a> fashion shop for one week to experiment with bricks-and-mortar store marketing.</li>
<li><a href="https://www.fileymercury.co.uk/news/library-pop-up-shop-on-cards-1-9412758">Cards for Good Causes</a>, a nonprofit, has a holiday pop-up inside a public library, selling greeting cards to benefit numerous charities.</li>
<li>One of the more unusual pop-ups is in Manchester, where <a href="https://www.manchestereveningnews.co.uk/whats-on/shopping/retro-football-shirts-manchester-shop-15314376">Classic Football Shirts</a> sells, well, classic football shirts like an original #7 Beckham ManU shirt, amongst others.</li>
</ul>
Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-89743685002872981862018-11-05T06:00:00.000+00:002018-11-05T06:00:00.771+00:00Holiday marketing begins earlyHow early? Well, UK retailer John Lewis actually plans <a href="https://www.housebeautiful.com/uk/lifestyle/shopping/a22660868/john-lewis-christmas-2019/">two years</a> ahead, analysing trends and preparing themes for holiday windows, displays and communications content. This is the only way to coordinate products, messages and in-store merchandising on schedule.<br />
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Selfridges was the <a href="https://www.harpersbazaar.com/uk/fashion/fashion-news/a23887869/selfridges-christmas-windows/">earliest</a> of all UK retailers to reveal its 2018 holiday window displays, on 18 October. The theme is rock 'n roll. Quoting the store: 'It’s about freedom, exuberance, living for today, and having a rocking time to the accompaniment of a great soundtrack'. See the full window displays from Oxford Street, London, <a href="http://selfridges.com/GB/en/features/articles/christmas/windows#">here</a>!<br />
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Hamley's Regent Street windows are all about <a href="https://www.standard.co.uk/shopping/first-look-hamleys-unveils-its-christmas-window-display-2018-a3979556.html">holiday</a> time in London, including markets and festivals. This year's focus is on plush toys, plush toys, plush toys in the windows and inside (plus other must-have toys).<br />
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Fenwick <a href="https://www.fenwick.co.uk/a47c902d-416e-4190-b6b9-28afa3b47c23.html">Newcastle's windows</a> feature a jolly snowman come to life, from the children's book by Raymond Briggs, delighting the small boy who built the snowman.<br />
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Aldi's <a href="https://www.independent.co.uk/life-style/aldi-christmas-advert-2018-watch-kevin-the-carrot-coca-cola-truck-a8615716.html">holiday advert</a> again features Kevin the Carrot, returning from 2017 and 2016. The hashtag #SaveKevin engaged viewers to trend Aldi on social media following the advert on air.<br /><br />
Rival Lidl is airing<a href="https://www.goodhousekeeping.com/uk/christmas/a24556848/lidl-christmas-adverts/"> three holiday</a> adverts this year, themed 'upgrade your Christmas' with funny consequences. A Lidl exec says: 'Our classic humour and imagination runs through the series, providing Lidl laughs and mouth-watering products to marvel at'.<br />
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Nearly every day now, a retailer will be revealing windows or adverts and -- of course! -- special promotions to attract shoppers.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-57848245756388093232018-11-01T18:05:00.000+00:002018-11-01T18:05:06.572+00:00Top UK brands ranked by value<div style="text-align: center;">
<span style="background-color: #b6d7a8;">BRAND VALUE</span></div>
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In the latest BrandZ listing of <b>Top 75 UK brands</b>, a brand's value depends on consumer perceptions of innovation, differentiation and communication. Strong brands not only innovate, they communicate their differentiation to remain top of mind amongst the target market of consumers.<br />
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According to Kantar Millward Brown, which conducts the <a href="http://www.millwardbrown.com/brandz/brandz">BrandZ</a> studies, the top five UK brands in terms of value are all well established with consumers and have a high public profile:<br />
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<span style="color: #351c75;">5. <a href="http://www.sky-telecom.co.uk/">Sky</a> (telecom)</span><br />
<span style="color: #351c75;"><br /></span>
<span style="color: #351c75;">4. <a href="https://www.btplc.com/">BT</a> (telecom)</span><br />
<span style="color: #351c75;"><br /></span>
<span style="color: #351c75;">3. <a href="https://www.shell.co.uk/">Shell</a> (energy)</span><br />
<span style="color: #351c75;"><br /></span>
<span style="color: #351c75;">2.<a href="https://www.hsbc.co.uk/"> HSBC</a> (financial services)</span><br />
<span style="color: #351c75;"><br /></span>
<span style="color: #351c75;">1. <a href="https://www.vodafone.co.uk/">Vodafone</a> (telecom)</span><br />
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Kantar also notes the value growth of many relatively new brands such as <a href="https://deliveroo.co.uk/">Deliveroo</a> (delivery of takeaway orders) and <a href="https://www.brewdog.com/">BrewDog</a> (craft beer).<br />
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What do brands need to increase or maintain their value amongst consumers?<br />
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'To grow, they need to work on increasing consumer perceptions that they are different, innovative and relevant', <a href="https://uk.kantar.com/business/brands/2018/the-2018-brandz%E2%84%A2-uk-top-75-brands-are-worth-a-combined-%C2%A3205-billion/">says a Kantar</a> UK exec. 'The disruptors entering the ranking, meanwhile, need to make their difference meaningful and salient to consumers – if they fail to do so they could have a short lifespan'.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-51496721749306422212018-10-24T05:00:00.000+01:002018-10-24T05:00:04.276+01:00How retail marketers can use blockchainBlockchain is best known as the secure technology driving crytocurrencies such as bitcoin. Because of its security and the speed/accuracy of exchanging data, <a href="https://en.wikipedia.org/wiki/Blockchain">blockchain</a> is increasingly being considered by retail marketers worldwide.<br />
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One key <a href="https://blog.dieboldnixdorf.com/blockchain-in-retail-use-cases-potential-growth-opportunities/#.W7u29BNKg3o">function</a> of blockchain is to identify the supply-chain provenance of a product and track its movement through the distribution network. This is extremely important as retailers source products from around the world.<br />
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Carrefour, the French hypermarket retailer, is planning to <a href="https://www.reuters.com/article/us-carrefour-blockchain-ibm/chickens-and-eggs-retailer-carrefour-adopts-blockchain-to-track-fresh-produce-idUSKCN1MI162">implement blockchain </a>for fresh foods such as tomatoes and chickens. This will enable the retailer to trace back to the source any possible problems.<br />
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Consumers will be reassured that Carrefour can quickly and accurately identify <a href="https://www.zdnet.com/article/ibm-food-trust-blockchain-network-available-carrefour-joins-retailer-roster/">where fresh foods come from</a>--and have confidence about the source. With 33,000 stores in 12 nations, blockchain will be a plus for Carrefour's ability to manage its fresh foods supply chain.<br />
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'The key thing for us as Carrefour is to be able to say when there is a crisis that we have the blockchain technology, so we are able to trace products and tell the story of the products', says the retailer's Secretary General.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-1288702143415907682018-10-17T06:00:00.000+01:002018-10-17T06:00:06.676+01:00Hire or buy clothing?Two US entrepreneurs set the trend in motion when they opened <a href="https://www.renttherunway.com/">Rent the Runway</a>, a designer clothing-for-hire business in 2009. The idea was to offer women (and, later, men) the opportunity to hire a fancy outfit for several days, at a fraction of the purchase price.<br />
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The one-time hire price includes shipping plus cleaning as a complete package. Just choose an outfit, click to hire and return postage-free after the special occasion. Rent the Runway and other US rivals also offer subscription pricing, so customers can choose a certain number of everyday outfits per month at one low for-hire fee. In other words, for-hire isn't just for special occasions.<br />
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Now clothing for hire is going global. <a href="https://www.dailymail.co.uk/femail/article-6172593/Dress-rental-website-reveals-designer-frocks-loan-spring-racing.html">UK businesses</a> that offer designer frocks include <a href="https://www.girlmeetsdress.com/">Girl Meets Dress</a>. 'Customers had never hired before, so the main thing was getting them to do this', says <a href="https://realbusiness.co.uk/opinion/2017/10/05/girl-meets-dress-sector-didnt-exist-adaptive/">Girl Meets Dress founder </a>Anna Bance, whose data systems had to account for the time clothing spends in transit and in cleaning between hire periods.<br />
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In Australia, <a href="https://www.glamcorner.com.au/">GlamCorner</a> offers women's designer clothing for hire. The company, founded in 2012, markets <a href="https://www.cmo.com.au/article/644035/how-glamcorner-has-used-digital-marketing-fuel-multi-million-dollar-business/">via email</a> and digital campaigns. It's experienced significant growth as more customers try for-hire clothing and appreciate the benefits.<br />
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In China, <a href="https://www.bbc.com/news/business-45630395">YCloset </a>is growing as it educates the market about the benefits of clothing-hire and erases doubts about wearing clothing previously hired by others. A social-media influencer recently created a viral video in which she visited YCloset's cleaning facility, to reassure customers that any clothing they hire will be quite clean and presentable. Will consumers choose to hire more clothing or will they remain committed to buying?Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-79227847832308047532018-10-10T21:08:00.000+01:002018-10-10T21:08:07.345+01:00How Tesco competes with deep-discount retailersTesco has a new weapon in its battle with deep-discount retail chains Lidl and Aldi.<br />
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It just opened <a href="https://www.theguardian.com/business/2018/sep/19/tesco-opens-jacks-first-discount-store-battle-lidl-aldi">two discount-price stores</a> in a new chain it calls Jack, for Tesco's founder, Sir Jack Cohen. Short name, easy to remember, <a href="http://www.theweek.co.uk/96439/jack-s-tesco-to-launch-new-discount-stores-to-rival-lidl-and-aldi">limited assortment</a>, l<a href="https://www.liverpoolecho.co.uk/news/liverpool-news/tescos-new-discount-store-jacks-15179947">ow prices</a>, local merchandise. And the store openings coincide with Tesco's celebration of <a href="https://www.tescoplc.com/news/news-releases/2018/tesco-launches-jacks-to-celebrate-100-years-of-great-value/">100 years</a> of low prices.<br />
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Most of the products will be branded own-label, but some will be well-known global brands like Coca-Cola. To reinforce the British origin of local merchandise, and the chain's British heritage, Jack signage features the Union Jack.<br />
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Tesco's CEO says the target market is 'economically challenged [consumers] that need a bargain and the affluent shopper that wants a bargain'. Adding a 'treasure hunt' element, the centre aisle of each Jack's store displays <a href="https://www.bbc.com/news/business-45572731">WIGIG</a> promotions--bargain products that will go quickly, so 'when it's gone, it's gone'.<br />
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Lidl and Aldi have challenged Tesco and other full-service supermarkets in recent years, attracting price-conscious consumers willing to buy what they want at low, low prices in a <a href="https://www.standard.co.uk/news/uk/jacks-supermarket-what-is-tescos-new-chain-will-my-town-get-one-and-how-cheap-are-they-a3941176.html">no-frills</a> retail atmosphere.<br />
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A few months ago, Tesco <a href="https://www.theguardian.com/business/2018/may/22/tesco-shuts-its-online-non-food-website-tesco-direct">closed its Tesco Direct </a>business, which sold non-food products directly to consumers. That business had been operating for nearly 12 years but was not yet profitable. Will Jack's enable Tesco to compete effectively in a highly pressured retail environment--and be profitable at the same time?Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-82885689522524992952018-10-04T04:30:00.000+01:002018-10-09T17:58:16.336+01:00Sleeping out to raise money on Byte Night <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcwz9Az4Lxyb9dwWRzmCwfqqfuxOSu_5E0WNx0TH_XbPWJ-ezfK1h4ldAUBhuludCw14sRZkgCfQvbeysG3Vu7lqf9CLvJnpcPPWnxhcbw37FErKkyqQnX8I-eV6JyuRw6NMCJm5C_SuxO/s1600/BNight.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="748" data-original-width="515" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcwz9Az4Lxyb9dwWRzmCwfqqfuxOSu_5E0WNx0TH_XbPWJ-ezfK1h4ldAUBhuludCw14sRZkgCfQvbeysG3Vu7lqf9CLvJnpcPPWnxhcbw37FErKkyqQnX8I-eV6JyuRw6NMCJm5C_SuxO/s640/BNight.jpg" width="440" /></a></div>
The next Byte Night fundraiser takes place on Friday evening, 5 October. This annual event supports the nonprofit <a href="https://www.bytenight.org.uk/about/action-for-children/">Action for Children, </a>a children's charity that helps those in need avoid homelessness. Participants sleep out (this year, in 12 different UK locations) to raise money for the charity, among other special fundraising events.<br />
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Founded by leaders in the UK tech sector, Byte Night has a strong social media marketing element. The poster above shows not only the event's web address but also its <a href="https://www.facebook.com/ByteNight/">Facebook</a>, <a href="https://twitter.com/ByteNight">Twitter</a>, and <a href="https://www.youtube.com/watch?v=pNHDjRdObTE">YouTube</a> accounts. There is also a <a href="https://www.linkedin.com/company/byte-night">LinkedIn</a> presence to catch the eye of professionals.<br />
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Byte Night's promotions begin <a href="https://www.theregister.co.uk/2018/07/06/beat_the_heat_sleep_on_the_streets_for_byte_night_2018/">months</a> in advance, allowing time for companies and individuals to register and to recruit friends and associates for the fundraising effort. The event is on special event <a href="https://www.awarenessdays.com/awareness-days-calendar/byte-night-2018/">calendars</a> and promoted by other nonprofits, <a href="https://www.ourgateshead.org/whatson/byte-night-2018-corporate-sleepout">councils</a> and sponsors (Royal Mail, for instance).<br />
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In 2018, <a href="https://www.yorkshireeveningpost.co.uk/news/snoring-on-together-as-elland-road-hosts-first-yorkshire-byte-night-sleep-out-1-9299883">1,800</a> sleepers are expected to participate. Wishing everyone a successful sleep out and successful fundraising!<br />
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UPDATE: The 2018 sleepout raised £852,999 for charity. Congratulations!Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-39115929403237617122018-10-03T05:00:00.000+01:002018-10-03T05:00:02.346+01:00Brand marketing: relevance and experienceAccording to a recent <a href="https://www.prophet.com/ourfirm/relevantbrands/">ranking</a>, the <a href="https://econsultancy.com/the-best-digital-marketing-stats-we-ve-seen-this-week-39/">three most</a> relevant brands in the UK are: <b>Apple, Lego</b> and <b>Playstation</b>.<br />
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More than 10k consumers responded to the survey, saying that--for the third consecutive year--Apple is the most relevant brand in their lives. What is relevance? According to the Brand Relevance Index, it means 1) consumer obsession, 2) inspiration, 3) innovation and 4) pragmatism.<br />
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Lego is #2 in this survey, a <a href="https://www.cnbc.com/2018/04/27/lego-marketing-strategy-made-it-world-favorite-toy-brand.html">brand</a> that understands consumer behaviour and knows how important personal experience influences relevance. Lego is using <a href="https://www.marketing-interactive.com/legos-plans-to-build-its-brand-in-hong-kong/">event marketing</a> and other in-person experiences to compete in newer markets such as Hong Kong. The <a href="https://www.theguardian.com/artanddesign/2017/sep/29/everything-is-awesome-lego-house-architecture-billund-denmark">Lego House</a> in Denmark is an in-person brand experience built from 25 million plastic Lego bricks.<br />
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In fact, more brands are marketing themselves through experiences. For instance, <a href="https://onestarhotel.london/">Converse</a>--which makes athletic shoes--refashioned a London <a href="https://www.campaignlive.co.uk/article/agency-will-home-b2c-brand-experience-year/1493346">hotel</a> into a limited-time brand experience earlier this year.<br />
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Watch for more brand marketing via experiences during the holiday shopping season as companies seek to build awareness, preference and purchasing.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-49973394942755285012018-09-25T15:37:00.000+01:002018-09-25T15:37:06.375+01:00Coca-Cola adds coffee with Costa acquisition<div class="separator" style="clear: both; text-align: center;">
<a href="https://www.coca-colacompany.com/content/dam/journey/us/en/private/2018/08/coffeemachine.rendition.598.336.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="336" data-original-width="598" height="179" src="https://www.coca-colacompany.com/content/dam/journey/us/en/private/2018/08/coffeemachine.rendition.598.336.JPG" width="320" /></a></div>
Diversifying its product and brand portfolio, Coca-Cola has moved to <a href="https://www.coca-colacompany.com/press-center/press-releases/coca-cola-to-acquire-costa">buy Costa</a>, the UK-based coffee shop chain now owned by Whitbread. Currently, Costa has <a href="https://www.theguardian.com/business/2018/aug/31/coca-cola-buys-costa-coffee-from-whitbead-for-39bn">4,000 locations</a> in 32 countries, plus thousands of self-serve coffee vending machines.<br />
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This acquisition will enable Coca-Cola to build on Costa's strong brand identity and, at the same time, enhance the non-cola beverage elements of its product portfolio. The acquisition has implications for global marketing, as well. Costa does well in China, for instance, and Coca-Cola <a href="https://www.coca-colacompany.com/press-center/press-releases/coca-cola-to-acquire-costa">already owns</a> the best-selling Georgia coffee brand in Japan.<br />
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But as consumer behaviour changes, and coffee consumption grows year after year, Coca-Cola sees Costa as a brand with significant <a href="https://www.bbc.com/news/business-45365893">potential for further</a> global expansion. 'Costa has strengths in many countries and in many key distribution channels of the coffee business', says Coca-Cola's CEO.Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.comtag:blogger.com,1999:blog-6193465125821932135.post-87235674350629729692018-09-19T13:56:00.000+01:002018-09-19T13:56:27.214+01:00The race to market electric carsAlthough <a href="https://www.tesla.com/en_GB/model3?redirect=no">Tesla</a> is one of the best-known electric car brands on the planet, many automakers have marketing plans that include the introduction of electric cars.<br />
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Especially now that Tesla <a href="https://economictimes.indiatimes.com/magazines/panache/elon-musk-fails-to-keep-august-date-of-tesla-model-3-production/articleshow/65657010.cms">appears to be having difficulty</a> consistently producing its Model 3 mainstream auto in sufficient quantities to meet its objectives, other automakers see real opportunity to gain market share with their own electric vehicles.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCYi06pTuf9q5GSvywa81SIrpW5nnmZt9MgLnt_xc5xeezYd8L2lukJKAOQ2DP_TlrUD5xuJy4w84pEESMIfRXMSvd4SlTw4_X1cbo_k3p6b9-9o38q5cnCznCYfBbyIeRSN2bvBOU9ct9/s1600/mercedes.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="390" data-original-width="631" height="197" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCYi06pTuf9q5GSvywa81SIrpW5nnmZt9MgLnt_xc5xeezYd8L2lukJKAOQ2DP_TlrUD5xuJy4w84pEESMIfRXMSvd4SlTw4_X1cbo_k3p6b9-9o38q5cnCznCYfBbyIeRSN2bvBOU9ct9/s320/mercedes.png" width="320" /></a></div>
For example, Germany's Mercedes recently <a href="https://www.reuters.com/article/us-tesla-germany-daimler/electric-mercedes-opens-german-assault-on-tesla-idUSKCN1LJ17Y">introduced an all-electric </a>SUV, branded the EQC (for 'crossover'). The<a href="https://www.cnet.com/roadshow/news/mercedes-eqc-electric-suv-interior-teaser/"> interior</a> has many familiar features, including a robust infotainment unit.<br />
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Porsche is preparing its Mission E vehicle for 2019 introduction, with the <a href="https://www.bloomberg.com/news/articles/2018-05-02/germany-s-electric-cars-are-coming-for-elon-musk-and-tesla">goal</a> of having plug-in electric and hybrid vehicles comprise half of all of its vehicle deliveries by 2025.<br />
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<a href="https://www.dw.com/en/can-germany-conquer-global-e-car-markets/a-44666788">Volkswagen</a> is investing heavily to develop and market electric cars in global markets. Chinese carmaker Geely is also gearing up to introduce more electric cars in more markets, including its recently-launched <a href="http://global.geely.com/media-center/news/geely-first-electric-crossover-suv-launched/">SUV crossover</a>.<br />
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As a result, Tesla will face global markets more crowded with electric cars than ever in the past. How will it keep its production and its marketing plan on pace?<br />
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<i>This post updates the Marketing in Practice example in Chapter 6 of my</i> <i><b>Essential Guide to Marketing Planning</b>.</i>Marian B. Woodhttp://www.blogger.com/profile/12417700184895640342noreply@blogger.com