Ditte Meynert

One look at the promo leaflet of a category and it tells you the extent to which players are willing to grab the last bit of the volume… all the while eroding value for the customer and themselves AND without the context of real category growth/decline - Getting more buyers to the aisle through proper, noticeable marketing might require same/less/more amount of money… but it only builds gradually. This is where, in my view, the “grit of the p&l” is tested. -The interesting part is, promotions are usually thought to give instant volume uplift; where it gets complicated is when every brand agrees to spend more on undercutting price… and race to the bottom. Customers/retailers are usually happy to accept it… since most might work on a cash principle than margin% -relative pricing/pricing gaps and its relation to volume realization is real… but there are brands that due to their sheer size can establish new floors and gap ranges… but then again needs time (marketing: basics and innovation) -some level of promo competitiveness is a must… no denying that… but when it fast becomes a reaction tool, that is when I believe most managers lose real control -one path is reactionary other is leadership. Or as Simon Sinek says “finite” vs “infinite”… one is of instant gratification the other takes grit Enough literature out there to support either of the approaches, but long term trends will always show growth only being sustainable when you drive category growth. No insights here, just me being mildly unhinged after looking at the flyer across a few categories… Have a good weekend ahead…

25

2 Comments

📈How can you be Meaningfully Different to More People? Join this 8-min conversation with Heineken's Global CMI Director, Tony Costella, and Kantar’s Jane Ostler, as they discuss how #Heineken maintains differentiation in mature and new markets and continues to thrive as a leading alcohol brand, with great success in premiumisation for their category. Discover the routes they’ve explored to achieve it and how they operationalise Be Meaningfully Different to More People through #innovation, #distribution and #customerexperience. Kantar’s data shows that being Meaningfully Different to More People commands 5x penetration today and real advantage in penetration growth over the next two years. To find out more about the Blueprint for Brand Growth: https://lnkd.in/eYrBEPKb #BeMeaningfullyDifferenttoMorePeople #BlueprintforBrandGrowth

9

The Underdog Advantage: Why Challenger Brands Win Unexpected Support Be it real life, movies, sports or business, everyone loves a good underdog story. This is not just a #narrativetrope but a powerful consumer bias that often drives people to support challenger brands over established leaders. But why does this happen? And why is it so hard for a dominant brand to maintain its lead? We Intuit Research have helped many leading brands across sectors, but as a consumer behaviour professional and student of marketing science, personally I love to help a brand in a market where it is a challenger brand far more than where it is dominant. It is a lot more fun when you can nibble away share from dominant brands. And this is so true in categories such as #Airlines #Telecommunications #Banking #eCommerce #Insurance #Tech #Aggregators etc. Challenger brands thrive on their perceived #authenticity, #agility, and #innovation. Consumers often see them as #disruptors, offering something fresh and unique that the dominant players lack. This perception fosters a sense of loyalty and excitement, especially among those who identify with being unconventional or anti-establishment. On the other hand, leading brands often struggle to keep their edge once they’ve captured a significant market share. The expectations are higher, and the pressure to maintain consistency can lead to risk aversion. The brand can become synonymous with the status quo, losing the spark that once made it stand out. Moreover, consumers start to view the leader as #complacent or #monopolistic, which can diminish the emotional connection that once fueled its success. Research supports this phenomenon. Studies have shown that consumer bias toward underdogs often leads to increased market share for challenger brands, even in highly competitive industries if the challenger brand does the right things in the eyes of its unconscious supporters. The words "does the right things" is very important to note here. Is your brand a dominant brand or a challenger in your sector? Do comment and share your experience. #ChallengerBrand #ConsumerBias #MarketDynamics #BrandStrategy #BusinessGrowth Picture source: Medium

5

2 Comments

Kantar BrandZ reveals that brands with high cultural relevance grow faster. This is because emotion plays a critical role in decision making, and powerful brands with a high consumer predisposition tap deep into the heart of the drivers of consumer choice. Read more in Yasmin Kathoria and Lerato Kgatla’s article in Bizcommunity.com about how to build iconic meaningful brands that are connected to culture, and the brands that are getting it right. https://lnkd.in/eA-FpmAu #BII #BrandInclusionIndex #Culture

2