Procter & Gamble, the company that gave birth to the very idea of brand management, has embarked anew on an endeavor where it seeks to leave its parental imprimatur on its numerous progeny. The Financial Times reports on a recent company wide initiative on British television to "recognize, celebrate and thank" mothers when, per the FT report, the real motive was "to showcase the US consumer goods group as parent to 50 household brands, such as Ariel detergent and Duracell batteries." The article notes that it is the first time that P&G had sought to link its name to its many products in the UK making it "something of a laggard". The long acknowledged leader in that area has been Nestlé S.A. of Switzerland which has been using its name across its some 6000 odd brands for over two decades...
Vijay DandapaniApple Core Hotels
0 comments 920 readsPosted on 2011-04-24
0 comments 1,982 readsPosted on 2011-04-16
News that mobile commerce is seeing explosive growth is quiet nearly a quotidian headline and has been documented widely including on this blog. Yet a recent survey by Kony, a company that specializes in customer engagement applications on mobile operating systems, showed that while "87 percent of retailers believe mobile commerce will impact shopping in the next two years just 16 percent have a mobile strategy in place". But knowing and even acknowledging (89% in the survey) the rise of m-commerce has not translated into action by way of developing a strategy much less the implementation of a plan to exploit the rising trend.
0 comments 1,954 readsPosted on 2011-04-09
Earlier this week the New York Times ran a report headlined "Web Shoppers Show a Cautious Trend". The Times quoted a survey by Netelixir an "online customer acquisition management firm that offers end-to-end campaign management services and optimization technology for e-retailers" which found that "online shoppers are taking longer to research their purchases". Netelixir's study found that consumers, rather than buying on impulse, tended to first use the Web to gather information and compare prices. The online marketing technology firm found that most consumers were repeatedly clicking on search ads for their clients indicating they were running repeated searches in the same product category with clicks moving up by about 15 percent from two years ago. Further consumers seem to be "taking about 12 percent longer from first click...
0 comments 1,252 readsPosted on 2011-04-03
Continual changes in customer demographics for nearly all kinds of businesses in areas from race to income to mobility & educational attainment makes customer rentention seem like an unachieveable and unworthwhile goal. For businesses such as hotels in a major international gateway cities that have a high proportion of one-time customers turning them into repeats often looks like an exercise in futility. A broad spectrum marketing cum advertising approach that necessarily treats all customers equally is almost certain to result in wasteful spending and revenue degradation as repeats who will take advantage of rebates and discounts and return to the service or product on offer. While there are several models using sophisticated means such as machine learning and predictive analysis to identify who are the One-time/First-time customers worthy of scarce ad/marketing dollars the smart bet remains on organic retention of customers.
0 comments 1,713 readsPosted on 2011-03-26
Ancillary revenues, particularly for the airline industry, has been in the news for the past few years. Last year American Airlines upped the ante in that area when they launched AA Direct Connect in an ostensible bid to lower booking fees paid to the GDS (Global Distribution System) majors. Since then American and other airlines have embarked on what has also been (euphemistically) called Optional Services. There is a general industry wide consensus that optional services "is the best means to derive additional passenger revenue from customers looking to "enhance their travel experience". However, as any one who has boarded a flight, domestic or international, can easily attest there is very little that can be legitimately termed as an enhancement. Features that were heretofore free are now being charged for. These include seats with "extra" legroom (e.g. emergency row seats), "priority" boarding (some like RyanAir charge...
1 comments 1,342 readsPosted on 2011-03-06
Synovate, a Global market research company that provides market, consumer, and industry research to companies around the world has put out its Censydiam Consumer Trends 2011/12 model which not unexpectedly underscores the fact that consumers are into real time decision making with regard to purchases and with concomitant brand formation and association.
The seemingly obvious insight about reaction time should compel brands of all shapes and sizes to respond in real time through "live" channels to the consumer. As Virgin America discovered to its chagrin about a year ago when one of its aircraft was diverted to an unintended and little used airport resulting in passengers being stuck on the tarmac for over four hours while their moods ranged from despair to rage with the entire sorry episode recorded in real time by a not so sympathetic (to Virgin) passenger. The unwelcome publicity prompted Virgin to offer a meager $100...
0 comments 1,161 readsPosted on 2011-02-27
The National Retail Federation, an advocacy organization which bills itself as the world's largest retail association and the "voice of retail worldwide" recently released its annual Tax Returns Consumer Intentions and Actions Surve survey which shows a positive movement in the number of Americans willing to spend their tax refund on big ticket items. The survey found that "13.2 percent of Americans will spend their refund on a big-ticket item, up from 12.5 percent last year". The positive consumer sentiment with regard to spending and the economy crosses national borders as a survey in Italy's newspaper Il Sole 24 also notes a more positive belief in their economy. France too...
0 comments 1,810 readsPosted on 2011-02-20
It matters not that the gee-whiz machine Watson with its transformative performance on the game show Jeopardy is named not after the original problem solver and sounding board, the fictional Dr. John Watson of Sherlock Holmes fame, but Thomas Watson, the man who built IBM. What does matter is that Watson's performance on the show blew away the sharpest humankind has on tap. Watson appears to merit a label beyond what has heretofore been described as disruptive techonology which include developments such as the Kindle, Open Source, Broadband and the Internet itself. The automaton's game-changing performance, expectedly, has led to promises to tap its potential for industry with IBM announcing a research agreement "to explore, develop and commercialize Watson's advanced analytics capabilities in the health care industry".
0 comments 1,295 readsPosted on 2011-02-13
Most e-Commerce sites whether purveyors of goods or services, urge visitors to sign-in regardless of intent to purchase. That has long been a turn-off for many as limited time and attention spans caused them to vault to someplace else. In September last year Gigya.com a software company that develops "technology that makes websites social" in conjunction with Edge Research a strategic market research firm released a report entitled "the Value of Social Sign-On and the Registered User”. The study/survey underscored the importance of "registered users" and the benefits of social sign-on for both retailers and publishers on the web. Arguably, those benefits extend to just about any eCommerce site including airlines and hotels.
0 comments 1,536 readsPosted on 2011-02-05
The Wall Street Journal has a story entitled "From Diapers to 'Depends': Marketers Discreetly Retool for Aging Boomers which mentions an unsurprising aspect of marketing to a "generation that sent diaper sales soaring in the 1960s, bought power suits in the 1980s and indulged in luxury cars in the 2000s": they "don't want anyone suggesting they're old." The Journal quotes a truly savvy aspect to the training imparted to operators of security company, ADT. They are "specially trained to be sensitive to their (boomers) needs. Top of the list: Don't remind them that they've aged." Another similarly savvy company targeting the boomers' needs for health conscious needs is Ocean...