Learn Strategic Brand Management
Brand Equity In Question
Strategic Implications Of Branding
Brand And Business Building
From Private Labels To Store Brands
Brand Diversity: The Types Of Brands
The New Rules Of Brand Management
Brand Identity And Positioning
Launching The Brand
The Challenge Of Growth In Mature Markets
Sustaining A Brand Long Term
Adapting To The Market: Identity And Change
Growth Through Brand Extensions
Handling Name Changes And Brand Transfers
Brand Turnaround And Rejuvenation
Managing Global Brands
Financial Valuation And Accounting For Brands
When we talk of the impact of technology, we too often mention high-tech companies. Should they continue with the traditional television spots promoting their Red Label ham slices? Are there not two worlds? Should we be asking ourselves whether the homemaker is really high-tech?
It is true that it is easy to escape into the technological dream and Silicon Valley. However, we need to recall that since 2003, Coca-Cola has reduced its television advertising investment by 10 per cent and brought a wholesale innovation in terms of media. Thus it competes with iTunes in Spain and in Britain with the mycokemusic.com website. Coca-Cola invests in the domain of video games, and product placement. Its media plan still follows its clients closely: the mobile phone has become the major point of contact.
Returning to Fleury Michon: if the penetration of its fresh, vacuum-packed ready cooked meals is 10 times less than that of its ham, should the company run television advertisements for those products? Would it not be better to be referenced on all the important female-oriented websites, or work on micro targets such as:
How can they be involved, induced to participate, affected? Nowadays market share is built through an aggregate of niches, of distinct groups. Technology has finally made it possible to reach these targeted groups at low cost. It is not a question of replacing 100 per cent of television advertising with a 0 per cent television budget from one day to the next: even Apple, the queen of Silicon Valley, has not done so. It is, however, time to experiment and see whether the returns on each euro invested are not better here than there.
For example, at Google, the 70/20/10 rule is used to describe three types of investment:
Coca-Cola has been reducing the share of television investment in its marketing budget for some time. Since television is no longer the preferred medium of young people, but has been replaced by the mobile phone, it is necessary to adapt and to test other modes of communication. Coca-Cola is constantly experimenting: in Spain and Britain it has launched mycokemusic.com, in competition with iTunes, thanks to an alliance with a major player in the telephony sector. Coca- Cola has also invested in space in video games, product placement, proximity events and street marketing, in addition to its B52s of sports and music sponsorship.
All rights reserved © 2018 Wisdom IT Services India Pvt. Ltd
Wisdomjobs.com is one of the best job search sites in India.