Do you happen to know any relevant case that multinational FMCG company have tried Australian market as ‘the beta test market’ before hitting US/EU? (product, services.. etc)

thanks

The fact is simple – if the pillars of the marketing mix are not available, then marketing can create very little value if any.

Good link,
Steve.

In relation to distribution channels – the point is not about manufacturers going direct to consumer (again I agree 100% that no one wants food products deliver individually by mail) but rather some form of aggregation business that circumvents retail entirely. So that people like me, who equally don’t need to waste time going to a supermarket, don’t have to. Instead, we would use smart technology (phones, RFID,s NFC) to get stuff (all of it at once) delivered in an even more efficiently than the current distribution channels…….

I see you points and agree – mine post is two fold:

1. FMCG are stuffed in this country because they didn’t innovate
2. Manufacturers only chance of thriving lies in to ‘collaborating & circumventing’ existing channels. If they fail to do that they will just become plain commodity traders.

Steve.

http://www.businessinsider.com/pg-ceo-to-lay-off-1600-after-discovering-its-free-to-advertise-on-facebook-and-google-2012-1

If so, then the big ‘losers’ in this are going to be the spin merchants who’ve convinced shareholders that they should be paid six figures to say things like “brand value systems”.

My guess is that 99% of consumers have no desire to wade through some other less efficient distribution channel than the current model of bringing together 5,000-25,000 different consumer staples under one physical roof where they are all sorted into categories we use (or don’t use) and can navigate pretty efficiently. I don’t see any joy in waiting by the mailbox for my extra-special personalised toilet rolls to arrive by hovertruck.

SS

Steve.

Some form of ‘cooperative’ is definitely an interesting idea. Whilst some brands (ie Fosters, Heinz and Goodman Fielder) have played hard line either publicly criticizing the retailers, or in Fosters case stopping supply, despite this feeling like a positive step, the negative outcomes that plague these individual brands post these decisions tarnish any of the initial feelings of strength at the time of making the stand.Ultimately it’s like pitching a tent in front of a skyscraper, and until brands work ourt a way to pool their power, the strategy ultimately backfires in favour of the retailers.

If we are not going to provide a compelling, authentic, and relevant brand experience, all we will do is end up playing on price, and therefore losing the retail war. With consumers more connected than ever, it’s an exciting time to think about getting off the supermarket shelves and in to their lives, in a far more connected and personal way.

Absolutely – that is a cracking idea Sean, Australian marketers should going to the USA tech firms and selling their ideas as test markets…

Hmm – there’s an idea or two in that.
Steve.