This is the current SOCIOECONOMIC SITUATION factor
Which translates into a brutal drop in consumption. This situation is forcing most companies to rethink all their marketing plans to get the customer to buy their product. Continuing with the examples of Coca-Cola, it is currently in a campaign, for me magnificent, titled BLESSED BARS. It is clear that he is remembering the romantic and human side of bars so that we will go to them again and, once in them, someone will take their products. We have other examples of advertising campaigns in which, in addition to selling the benefits of the product, they place special emphasis on NOW CHEAPER, we see this in Danone, Fairy, etc.Another example that we must fight against the CURRENT SOCIOECONOMIC factor Phone Number Data is the campaign by leading brands to compete with the so-called “white labels” that are giving them atrocious competition due to their lower price. I could continue with examples that confirm that this new factor is, currently, very important and that it is forcing marketing managers to reinvent themselves and include in their plans other variables that were not taken into account under normal conditions. Finally, I would like to make a reflection that consists of knowing what will happen when this damn crisis disappears and the manufacturers want to recover the level of commercial margin that they had before and that they have had to reduce to the maximum to stay alive, because the client is not going to understand that now prices will rise considerably.
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Reply Naomi July 3, 2013 at 1:15 It sounds bad, but… WE ARE AT WAR and we fight against several fronts: – distribution, which as a rule screws manufacturers. It is the manufacturers who assume discounts, exhibition clearances... the large chains do not lose their margin. Solution: eliminate that type of intermediary. – what I call “toxic competition”: it is the type of competition that discredits your brand by criticizing it and claiming that you sell a bad product. – what I simply call “competition”: it is healthy competition, which sells simply by highlighting the good qualities of its product without naming yours… in which it is said: we all have the right to eat.
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