Category Archives: Marketing

Marketing research: much of it meaningless after Covid-19

One of the innumerable victims of collateral damage caused by the Covid-19 pandemic is market research.

From minor studies undertaken by individual companies to major tracking questionnaires compiled over many years by leading research companies, results in so many fields will have become volatile at best and more often (I suspect) utterly unhelpful. All those expensive sets of time series data … they’ll still be there, but offering interesting insights into a world that has, for the time being at least, been turned upside down. Old data will be as outdated as the idea of sitting in packed meeting rooms to discuss the latest stats. and graphs.

Usage and Attitude reports, so critical to decision-making in the vast majority of FMCG markets may continue, unless clients see them as broken rudders. Like a ship which suddenly hits the mother of all Atlantic storms, U&A trendlines will be tossed around in wild abandon, signifying nothing that can be particularly useful to marketing planners in their quest to make rational decisions about their brands. Piecing together the inter-relationship of variables such as sales, pricing, promos, awareness, attitudes and competitive advertising expenditure is a pre-requisite in the business of marketing planning.

The typical High Street wasn’t exactly going through a boom time before lockdowns denuded it of nearly all its visitors. Competition for shelf space had never been fiercer as brand managers fought ever harder for their places on supermarket buyers’ planograms. But as the growing trend to online shopping became an overnight, sudden panic to get away from bricks-and-mortar outlets, deciding on next steps needed to be based on day-to-day decision-making, mostly reactive rather than sticking to a longer-term strategy.

And no doubt that’s how it will be in marketing’s new normal, as it struggles with socially-distanced focus groups, Zoom meetings and samples which have to take account of sometimes frightened, sometimes highly-opinionated population profiles.

Research is going to have to be much more fleet-footed, sensitive to unforeseen shocks and ready for unprecedented events. Marketing planning isn’t very good at unprecedented. There are interesting times ahead.

 

 

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What Jack Did Next: Tesco’s new weapon in the superstore wars

Watching the games being played in the supermarket arena has always been great spectator sport, but right now things are particularly fascinating.

While the proposed merger between the old-established Asda and Sainsbury’s is resting in the lap of the Competition and Markets Authority, into the fray steps Tesco with its launch of Jack’s, which seems to be offering something rather new.

I know this because we’re already shopping there …

Along with other family members I’ve been to one of the two Jack’s which launched on September 19th. You may recall that in a Periscope broadcast I’d previously bemoaned the demise of the little Budgens supermarket which was sited just around the corner from where we live, here in Chatteris in Cambridgeshire. So this new development is greatly welcomed by locals. But the launch wasn’t just big news around these parts – it was featured as a major news story on the BBC News channel both on the launch day and on days before and after. Fame at last for little Chatteris!

Some people say that Jack’s will be targeting Aldi and Lidl customers. Here in Chatteris, Aldi was – until now – the only superstore in the immediate neighbourhood, in a prime site at the entrance to the town. About four years ago, it seemed that they would face a huge challenge from Tesco, who built a very large store just on the opposite side of the A141 road which skirts the town. But a new Chief Executive arrived at Tesco. Noting falling market share and sliding profits, he made a number of radical changes to the business. Tesco’s share of the grocery multiples market was 30.9% in 2012; in the 12 weeks ending 12th August, 2018, it was down to 27.4% (source: Statista). Discount chains Aldi and Lidl have made rapid progress – Aldi’s share is up from 3% in 2012, Lidl’s up from 2.8%.


It seemed quite bizarre at the time, but one of the first actions taken by the incoming Tesco CEO was to put the huge, just-completed store in mothballs (like some other Tesco new-builds around the country); that is, until very recently, when Poundstretcher – themselves in some difficulties if media reports are to be believed, moved into one side of the building.

Not long afterwards, rumours began circulating that Tesco was about to launch a newly-branded network. Lo and behold, the launches in Chatteris and Immingham were confirmed – and the white elephant across the way suddenly sported a large Jack’s logo. Soon, carrier bags emblazoned with the brand began to appear on the streets of Chatteris.

Jacob Edward Kohen, better known as Jack and later Sir Jack Cohen, was born on 6th October, 1898. He saw active service in the First World War, including a spell in the Royal Flying Corps. In 1924, he married Sarah (Cissie) Fox – no relation to your truly, as far as I’m aware – who was the daughter of an immigrant Russian-Jewish tailor. The money they received as wedding gifts went towards a new venture in wholesaling. It was in that year that he created the Tesco brand, the name formed by combining those of a tea supplier called T. E. Stockwell and the first two letters of his own surname. He owned and ran the company, expanding it largely through takeovers and mergers. By the time of his death in 1969, Tesco was the fourth largest store chain in the UK.

In the ‘sixties, self-service supermarkets began to appear everywhere. Smaller specialist retailers and traditional grocers were hit very hard. My mother had always shopped at Peglers, in Castle Street, in our home town of Caerphilly. It was a friendly little grocery shop, where the people behind the counter fetched the items, cut the cheese (sometimes Caerphilly cheese) and weighed out the potatoes, all the while loading the goods into a tall, round, brown paper bag. Handles would have helped, but that didn’t seem to matter.

I’ve found this extremely old photograph (even older than me!) of Peglers on the net. This may not be the actual shop but this is the kind of Peglers store front that I remember. It wasn’t actually on a corner, but Peglers was the very shop I had in mind when I wrote my song Corner Shop.

Interestingly, an Aldi leaflet which dropped through our door recently seemed to lay greater emphasis on the quality of the goods they have on offer. Whilst the usual money-off coupons were there in abundance, it appears that if you’re in need of Champagne, Blue Eggs, Aberdeen Angus Sirloin Steak and classy preserves, Aldi is the place for you.

I find this rather interesting. Although the point-of-sale marketing at Jack’s underlines the British sourcing of 80% of the goods on display, the main message one takes away is low price. In a post-Brexit environment, this combination of British-sourced and low prices may be extra-powerful.

The store was crowded on the day we visited. Most of the goods were food lines, but we spotted some electricals. Maybe the proximity to the next door Poundstretcher, with its bigger range of homewares, may over time spark some synergy between the two. And – here’s a thought – Tesco has been doing its own shopping recently, notably with its purchases of both Booker and Budgens. Could Tesco cast an acquisitive eye over its neighbour sometime soon?

One could sense a buzz about the place. And my own impression was that yes, prices were low, certainly for some of the KVIs (Known Value Items – my marketing training, y’know) that I’m aware of. No great claims about champagne and blue eggs. Another interesting aspect was that there was the option of using self-checkouts. I haven’t seen this at my local Aldi and indeed I’ve never found Aldi’s checkout system something to relish on my few visits to the store.

So the white elephant seems to have turned into a really useful addition to the retail scene, at least here in Chatteris.

But, as others have suggested, the really big elephant, stamping its feet outside the room, may be Amazon. That brand seems to have those feet in so many sectors at the moment that a move into superstore bricks and mortar may well be high on its wish list.

 

Credit: grocery statistics – Statista.

 

 

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