Dictionary.com defines marketing as, “the action or business of promoting and selling products or services, including market research and advertising.” If you work in a marketing role like I do, it’s probably difficult for you to define marketing even though you see and use it every day — the term marketing is a bit all-encompassing …
Synopsis Marketing to South African Consumers provides core introductory marketing theory underpinned by a contemporary and localised South African perspective. South Africa has a unique hybrid economy with strong formal and informal economies co-existing in a deeply unequal society. This textbook maintains a classic view of marketing theory, but is written with a focus on consumer …
Written by Lucy Alexander @lucyalexander22 HubSpot also recommends this fundamental guide for getting started with digital marketing. Get the Guide With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing? It is. In fact, “constant” internet usage among adults increased by 5% …
Marketing is integral to enticing retailers and consumers to foodbev products. Here are some pertinent insights into the state of marketing in South Africa, penned by futurist/trends guru, Jonathan Cherry. ‘The business of business is marketing” goes the old adage, but it seems to be something on the wane, as Cherry laments. In 2017, Charles …
Despite experiencing a strong history of growth as an industry, FMCG brands today face huge upcoming challenges. One way to tackle them is understanding the evolving needs of consumers tomorrow. But what is FMCG? Short for fast-moving consumer goods, the umbrella term describes everything from dry food and toiletries, to over the counter medication and …
The business usually starts with an FMCG product idea to meet a likely need in the market. Researching its target audiences and understanding their buying behavior helps figure out whether or not this idea is worth actualizing. As with any business through its quest, an FMCG food brand must make a series of good decisions …
How to successfully take an FMCG brand to market Read More »
The FMCG industry has always been competitive given the need to drive high sales volume because of the low profit margins of the products. As the industry faces changes – such as the demographics of the consumer base and the need to introduce newer sales channels – technology is playing an important role in ensuring …
Technology Enabling Transformation in the FMCG Industry Read More »
If you speak to any Territory Sales In-charge or Manager (TSM) of a large FMCG company, they are going to mention one huge problem called price undercutting that affects their daily work. In an earlier post, I have written about how the wholesale trade leads to price undercutting. In this post, I am going to write about how the Territory …
How the visibility budgets are used for price undercutting in FMCG? Read More »
Your brand positioning statement defines how your brand shows up to your ideal consumer target. Your brand positioning matches what consumers want with what your brand does best. Many brands are negligent in failing to define themselves. Keep in mind, if you don’t position your brand the way you want, your customers and competitors will …
How to define your brand positioning to set up new growth Read More »
Whenever we think of a successful company brand, the first thing that pops into our head is their iconic logo. Whether it’s the ‘half eaten apple fruit’ of Apple, the ‘tick’ or the ‘swoosh’ of Nike, or the golden arches of McDonalds – We just cannot dislodge the image of their logo and ‘brand colors’ from our memory, no matter how hard …
How To Craft A Killer Brand Positioning Statement. Read More »
