Roger Pugh

SpotLite: Marketing benefits beyond price

Approx Reading Time-10The marketing world is adjusting to the fact that brand loyalty is dead. However thanks to our partners at SpotLite, they’ve developed a way to keep even the smallest retailers competitive.

 

There has long been a view that marketing was invented by executives in manufacturing and selling so they could have someone around to take all the blame.

Another perhaps more orthodox view is that marketing made its debut during the 1920s because business finally began to see the benefits of responding to the needs of consumers rather than merely providing products that were the most convenient for them to make.

Oxydol got things rolling in 1926 by sponsoring a series on radio and inventing the term “soap opera” but the type of marketing that brought consumer orientation to the forefront of business operations didn’t come into full bloom until the ’50s and arguably even the ’60s in Australia.

Gradually, concepts like applying brand names to products to promote consumer loyalty began to catch on and then the realisation that it pays to advertise finally took hold and the floodgates opened.

From the ’60s through to the ’90s marketing was king. Marketing experts became brand gurus who claimed to have a profound understanding of the mindset of their target markets as well as an ability to develop brands to which consumers became not only emotionally attached but also unfailingly loyal.

Marketing departments are still adjusting to this new harsh reality. Imagine today’s challenge to maintain the most effective balance in marketing spend between promoting their brand and ensuring their pricing remains competitive.

Consumers loved the attention from marketers and responded enthusiastically. They queued at supermarkets to buy the latest brands and promotions, and research showed that a surprising number even preferred TV advertising to TV programmes. The launch of a new washing powder with blue speckles was the catalyst for a buying frenzy.

Suddenly in the ’90s this all changed and marketing’s salad days were in danger of being reduced to a wet lettuce. Bonds between consumers and brands were broken as they discovered the advantages of being unfaithful.

Consumers finally realised that brand loyalty had not propelled them to the aspirational paradise promised by advertising. They further sussed that product development in many categories had plateaued and performance differences between brands had become minimal. So, to the considerable distress of marketing executives, they began to make purchase decisions based more on promotion and price and less on brand loyalty.

Marketing departments are still adjusting to this new harsh reality. What’s more, the impact of organisations like Aldi and a host of retailers online means that this trend is still very much ongoing. Imagine today’s challenge for a retailer like Woolworths to maintain the most effective balance in marketing spend between promoting their brand and ensuring their pricing remains competitive.

That’s why SpotLite is such a timely innovation for marketing departments in both retailers and brand suppliers.

SpotLite helps ease the pressure on marketing executives by providing both the real-time and historical pricing data essential for optimum decision-making in today’s competitive market environment.

SpotLite is a real-time price checking system which provides on-line data from all retail outlets or brands in a specified market sector at intervals as required from one hour to twelve.

In a market environment where instant decisions can make all the difference, SpotLite has no peer. It facilitates decisions on reactive or proactive pricing changes, promotional initiatives, new product launches and advertising campaigns.

SpotLite is a state-of-the-art price tracking system from the Invigor Group, established leaders in market intelligence and data analytics. It fits any industry, any size and any geography.

It delivers complete, accurate and real-time market pricing data. No other source can deliver it as cost-effectively.

Go to www.spotlite.com.au, select the SpotLite package that best suits your need and commence a thirty day free trial without the need even to furnish a credit card.

SpotLite helps ease the pressure on marketing executives by providing both the real-time and historical pricing data essential for optimum decision-making in today’s competitive market environment.

It enables decisions to be made today that used to be made tomorrow.


Check out Spotlite today!

Roger Pugh

Following a career that comprised heading up global marketing departments and advertising agencies Roger made a seachange to his hobby of humorous writing by co-founding Political Satire site, Friday Mash. Roger is now the Native Content Director, heading up The Big Smoke’s Creative team and a regular political columnist in both Australian and USA editions of The Big Smoke.

Related posts

Top