Turkey tagged posts

The new frontier in marketing isn’t what you’d expect!

campbells2Over the last decade, marketers of branded fast moving consumer goods (FMCG) on both sides of the Atlantic have struggled to withstand the onslaught on their market share from challenger and own-label brands.

The result of increased competition – largely fuelled by globalisation – is that some marketers have been forced to radically re-think their retail and marketing strategies in order to stay ahead of the game. So it may surprise you to learn that packaging innovation has become the ‘go-to’ marketing strategy for these FMCG marketers in order to preserve and boost profitability.

US-based MeadWestvaco Corporation (MWV), a global leader in packaging and packaging solutions, has just published the results of its research with 7,665 consumers in UK, Germany, Turkey, Russia, South Afri...

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Does culture matter?

spock-beautyAccording to American anthropologists Clyde Kluckhohn and Alfred Kroeber, culture “is a shared social blueprint for life – the constellation of values, assumptions, beliefs and behavioural norms that define a group of people.”

Well that’s the academic perspective for you, but how does this work in practice? Let’s say you have a prospective major customer in Germany and arrange to meet in Berlin over lunch.

Knowing how to read and speak German will be an obvious advantage when it comes to ordering lunch or entering into discussions but how will this serve you in being able to recognise the communication patterns of your guests that goes beyond the difference in languages being spoken?

Richard Lewis, a British linguistic expert and author of a fascinating book, When Cultures Co...

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New Marketing Manifesto – ‘Convergence with Divergence’

US soap adWhen the global economy flags, do Americans buy less soap?

And when the global economy picks up, do South Africans drink more tea?

And do British consumers purge themselves on guilty pleasures like chocolate when they see a rise in the value of real estate?

These may sound like Trivial Pursuit questions but in fact were part of a heavy weight econometric study conducted by Mintel and the Economist Intelligence Unit earlier this year that looked at household spending trends across five emerging markets – China, India, Mexico, South Africa and Turkey – and contrasted this with consumer expenditure trends in the US and UK.

Key findings:

  • Though some consumer tastes are converging as goods become more affordable to a larger number of consumers, the differences between these markets remains...
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