Brand Managers Need to Practice Consumer Collaboration
Syndicated from Google CPG Blog
Brand Managers have historically been reliant on Consumer Research such as focus groups and surveys to be “in-touch” with consumers. But in this day of 24/7 access to consumer opinions from blogs, Twitter, and Facebook, Brand Managers need a new approach for understanding why people buy their brands. One of the most powerful ways to do so is through Consumer Collaboration. In its most simplistic form, Consumer Collaboration is about monitoring and participating in the conversations around our brands, listening to changing opinions in real-time. It is about tapping into what Google calls the “Database of Consumer Intentions” to gain a new sense of what our consumers are thinking each and every day. In fact, Google is a company making it easy for marketers to be in touch with the “database of intentions” every day through tools like Wonder Wheel, Insights for Search, Blog Search, and YouTube Insights for Video.
But true Consumer Collaboration is about going beyond that, giving marketers a chance to tap into the passion of consumers and collaborate with brand advocates. The world of digital gives CPG Marketers the chance to harness the energy of consumers to build remarkable brands.
In that regard, the need for moving towards a mindset of Consumer Collaboration is driven by three facts:
- Consumers are sharing their opinions about the brand, with, or without, a Brand Manager’s blessing.
- Consumers will be heard whether or not companies give them an outlet.
- The amount of information about our brands (and access to that information) has never been greater.
To read more visit http://google-cpg.blogspot.com.
Why Food Retailing Battle Is Again a Free-for-All
Syndicated from SuperMarketNews.com
by David Orgel, Editor-in-Chief
One of the few advantages of this recession was that it led to clear-cut consumer behavior that could be counted on. High gas prices meant consumers would curtail trips to distant stores. High food prices meant shoppers would focus on value-oriented, one-stop-shop retailers, particularly supercenters. For better or worse, all of this created some certainties around which retailers could plan their strategies.
Now, with the recession beginning to ease and prices for many — but not all — categories lower than before, consumer behavior is no longer as predictable. Suddenly, all sorts of retail channels — from convenience to value — eye renewed opportunities to attract consumers, which means competition is heating up.
This week’s category-focused issue of SN and a timely report from Information Resources Inc. underscore the new dynamics.
The new IRI report is called “Channel Migration: The Blurring of Shopper Loyalty.” (The full report can be found on the SN website: SupermarketNews.com. Go to the section toward the bottom of the SN home page called IRI Times & Trends.)
This report outlines how the game is beginning to change in comparison to a year ago. Supercenters are still performing well in share of spending across CPG, with slightly slowed momentum. However, supermarkets have reversed a recent trend of declines in CPG dollar share, IRI notes. And dollar stores have seen a 5 percentage point jump in the average dollar sale per purchase over the past year.
To read the full article visit www.supermarketnews.com
Job Description — Associate Brand Manager
The overall role of brand management is to create consumer demand for company’s products. The ABM is responsible for formulating the brand’s long-term strategy and developing and executing marketing plans. They define the brand’s pricing, packaging, trade merchandising, advertising and promotion strategies and allocate the budget accordingly. They execute marketing initiatives in support of long term strategies through leadership of the business unit team. They are accountable for delivering the brand’s profit, volume and market share objectives. This position assists the business unit team on assigned brands or will manage smaller brands in all aspects of the P&L.
Job Description — Senior Marketing Manager Digital Media & Gaming
Alright folks, I have a very exciting position for you, Digital Media & Gaming! This position is highly sought after and with a top-tier gaming developer and manufacturer. This position will take you places! Read on for more info. If you are interested, let me know. This position will not last long!
The Digital Media & Gaming group seeks a highly innovative, energetic, and motivated senior marketer! The Sr. Marketing Manager will work with the Global Brand Marketing and Design teams to identify and develop digital business opportunities for the respective brands. The Sr. Marketing Manager will also work closely with external partners and act as an agent on behalf of the internal Global Brand Marketing and Design teams. In this role, the Sr. Marketing Manager will work with a variety cross functional teams to coordinate all brand related activities to maximize revenue. This person will also be responsible for using industry learning and relevant consumer insight to help the Global Brand Marketing teams develop business, Marketing and strategic plans as it relates to digital media. This position reports to the Head of Marketing for Digital Media.
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