Developing
a global marketing strategy
“No one size fits all”. If developing an international marketing
strategy, local behaviours and trends have to be taken into account according
to this article which presents findings from Kantar
Worldpanel’s Brand Footprint Annual Report 2016.
The unifying global trend is for
convenience and this is driving strategies to impact on the “moment of truth” –
when a shopper chooses one brand over another.
The
article tells us that ease of access is the most important factor for buyers of
FMCG (fast moving consumer goods) – but I was interested to read that
supermarkets only account for 30% of sales in the Philippines and Thailand
versus 80% of sales in western Europe. The author explains how yoghurt maker
Yakult manages the logistics of there being 18,000 islands in Indonesia! She also talks about the ‘Lidl Effect’ and
the ‘Uberisation of FMCG”.
The latest in loyalty
marketing
Participation is the Holy
Grail for loyalty according to Leanne Papaioannou of Chilli Pepper. Points for Action (PFA) programmes are the new
focus for incentivising consumers, she tells us and explains that these reward
consumers for taking action rather than just for what they spend and aim to
engage consumers beyond the everyday transaction.
Papaioannou
quotes a number of examples of PFAs in action - she explains how, in Australia,
scare-based safety ads hadn't worked in reaching young motorists, so Samsung
switched to a carrot-based strategy and ran a pilot launch for its S-Drive
loyalty programme. Stateside, pharmacy
giant, Walgreens' Balance Rewards Programme (BRP) rewards customer for positive
life choices and staying active while South African financial services provider
Discovery Health launched an App which tracks fitness and training, maintains
running groups through social networks and registers points for lifestyle
decisions. She concludes by saying that today's best
loyalty programmes have a broader take on customer relationships.
Minimalist approach to new lobbying rules a mistake for Irish firms
John Carroll, CEO, the
Public Relations Institute of Ireland (PRII) advises in this article that the
lobbying regulator, the Standards Commission, will shortly have the powers to
investigate possible infringements and take enforcement actions against those who
are not compliant. Consequently, he
recommends that businesses take stock of their approach to lobbying compliance.
The Standards Commission on its website
Has a three-step guide to
what is lobbying activity. http://www.sipo.gov.ie/Website/en/About-Us/Registration-of-Lobbying/
However, the damage for non-compliance with the Act
will be reputational, he says. “While the commission will soon have enforcement
powers, it is the media that will be the main police for the legislation.” Ultimately, Carroll says that for a company
to impact policy, the argument must stand up to public scrutiny, and if an
organisation is undertaking lobbying activity that it cannot stand behind in
public, then it must consider why it is undertaking that activity.
