Maintaining Sales in a Declining Market

Growing sales in a growing market is easy. Maintaining sales in a declining market is what differentiates good marketers. But how is it done? There is normally no shortage of generally recognised reasons for a whole category decline but these tend to be rational and obvious and if the answer was to simply respond to…

Managing Net Promoter Scores

They are one of the modern management tools. Almost every time we interact with an organisation we are asked to score them on how well they did. Then someone within the organisation is tasked with ensuring that these scores forever increase – or at least do not decline. It is a great idea and it…

Alex was in a Fix

  Alex was in a fix. She had the local ownership of a leading global brand. In her market, it had always led the competition, but recently a local competitor had been taking market share and was now aggressively discounting. Alex had taken action. She had worked on product improvements and advertising but nothing was…

Improving on the Best

It is the hardest of tasks. Your product is the market leader, your customers love it. You have the biggest market share and a premium price. But your competitors are closing the gap, your market share is decreasing, customers are increasingly struggling to justify paying more for your product. But whenever you make any changes…

Black Boxes and Rollercoasters

Do you measure your consumers’ emotional reaction to your brand or do you actually understand it? Your brand experience produces an emotional shift in the consumer, it changes how they feel. It is this that they like – or don’t like – and it is this that attracts them to come back to your brand…

While Efficacy is important, Consumer Belief in your brand is Critical

There are many areas in consumer healthcare, domestic and personal hygiene where the efficacy of the products is similar across all brands and variants. Soaps, shower gels, shampoos, deodorants, toothpaste, cleaning products, disinfectants… all achieve their stated objective. The difference, the competitive advantage, therefore comes in consumer preference and ultimately in the consumer’s belief in…

Understanding Flavour Preference

We spend a lot of time, effort and budget trying to deliver the best flavours, aromas etc. but do we really understand what we mean by the best flavour? Is it the best flavour because most people choose it in blind tests? Does that mean that they will always buy it over the alternatives or…