Blog: A changing marketing climate
Chris Brook-Carter | 13 November 2003
So it was with a little surprise yesterday that I learnt that the fastest growing research category on just-drinks dealt not with facts and figures but with concepts and, even worse, marketing concepts.
The author of these reports is a company called style-vision and its research is based around the idea that consumption is driven by mood and themes. They argue that due to the saturation of advertising in the marketplace, targeting people is no longer about age, sex or other demographic data but more about fashion, inner beliefs and social attitudes.
Once I had turned my marketing babble filter off, the reports really do raise some interesting questions about the future direction of advertising. How, for example, can you advertise effectively to a target audience if you can no longer define that audience by demographics alone?
Style-vision recently held a conference in Nice where delegates across a wide range of industries, from automotive to beverages, voted on the concepts they believed the most important to the future of their sector. The winner from among the food and beverage options was called “pro-active ageing”, the idea that consumers realise they are going to live longer than previous generations, while also wanting to maintain their youth through the food and drinks they consume.
Certainly, recent comments from the likes of Coca-Cola and PepsiCo suggest the larger companies have come to terms already with this future, and the growth in functional beverages bares this out. However, the real point of interest will be to see how these companies now attempt to engage with their target markets as the traditional consumer boundaries they have relied on in the past become increasingly irrelevant.
For more information on the style-vision report on Mega trends in global consumer moods to 2006 click here.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Focus - Pernod Ricard's Q1 sales by brand
- Diageo's future brighter than present suggests
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Smirnoff Ice gets India launch
- Pernod Ricard sees sales lift in Q1