Marketing Generics Blog

Image for FMCG marketing comes to semiconductors

TI's new Wolverine MCU campaign

FMCG marketing comes to semiconductors

Tuesday, May 15, 2012

Whilst the debate will continue to rage over whether B2B marketing and B2C marketing are similar or totally different, I have always believed that B2B marketers, particularly in high-tech industries have much they can learn from their B2C and particularly FMCG counterparts.  After all, FMCG is the toughest, most competitive and most demanding marketing environment of all, requiring the most honed of marketing best practice.  I was very interested therefore to see TI’s Wolverine campaign for its new MCU. 

(http://www.ti.com/ww/en/mcu/wolverine/?DCMP=wolverine&HQS=wolverine-b)

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Image for More Billy bookcases than people in Poland

More Billy bookcases than people in Poland

Tuesday, April 24, 2012

According to a recent article in the Daily Telegraph Ten per cent of Europeans are conceived in one of its beds. Two billion of its meatballs are consumed annually. And last year more copies of its catalogue were printed than the Bible”.  They are talking about IKEA of course, which now seems to be present in every country in the world, (although I guess there are no plans for one in North Korea just yet).  How are they so successful?

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Image for Vorsprung durch Marketing!  Audi show the way in how to augment pricing

Example of how Audi have managed to augment their pricing for an A6

Vorsprung durch Marketing!  Audi show the way in how to augment pricing

Tuesday, March 20, 2012

Augmenting the product should be a core competence for every product marketer.  Starbucks and Ryanair have shown the way, and an earlier blog showed how even the humble M&M sweetie is being used to build a massive augmented empire.  A recent article in the Daily Telepraph showed how upselling can add turn a £40,000 Audi into one costing £78,000.

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Image for Simple diagnostic to determine if the Pre-conditions for Successful Change in Organizations exist

Change Management is the most difficult management task to do

Simple diagnostic to determine if the Pre-conditions for Successful Change in Organizations exist

Monday, March 05, 2012

Change is happening all around us, but in practice it’s the most difficult management task to do. This is partly because change management adds many other dimensions and complexity to the already difficult daily life of a manager: another is that most managers are simply not trained or taught how to implement change.  Very often it's because the very pre-conditions for change simply don’t exist in the organisation. 

As a consequence it's often assessed that 70 % of Change Management programmes or initiatives fail. ,Usually the root cause forfailire is beacuse change leaders fail to work methodically through the necessary steps or ensure that the basic pre-conditions exist before starting out.  Frost & Sullivan are featuring in their latest Growth, Innovation & Leadership University newsletter a simple diagnostic developed by us which can help those who are thinking about or who are about to embark on a major Change Management initiative by determining whether the pre-conditions for change exist.  You can download it from the Frost & Sullivan site here or from our Knowledge Base here

Image for M&M’S augmented World

M&M'S World in London: 4 floors dedicated to augmented product

M&M’S augmented World

Friday, February 03, 2012

I recently had the extraordinary experience of visiting M&M’S World in London.  For those who haven’t heard of it or know what it is, it is 4 floors of retail shop dedicated entirely to the humble M&M’S sweet.  Most of you have probably eaten an M&M’S  at some stage in your lives, and they’re each pretty small – let’s be clear that we are talking here about 35,000 square feet (3252m2) of retail space being filled by the humble little chocolate sweet, so how do they do that?  This is the most incredible story of augmented product!  Click here for the video clip

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Image for Pity Poor Olivetti

Olivetti OliPad

Pity Poor Olivetti

Friday, January 27, 2012

Does anyone remember Olivetti?  Are they still alive?   Personally, I thought they were dead, but I was in Italy last week and had to really stop and think when I saw huge billboard advertising in prime space at Linate airport, because not only do they appear to be still breathing, but they are audaciously advertising a new notepad (yes an Olivetti notepad!). So what's happening with Olivetti?

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Image for iPhone becomes pervasive in China

Everyone is on their iPhone!

iPhone becomes pervasive in China

Friday, January 13, 2012

The market data may say that Apple iPhone sales in China slipped in Q4 and that Apple is #4 in the smartphone market, but one's eyes tell a different story, as almost everyone seems to have an iPhone, and certainly is the phone to be seen with.  Its incredible the extent to which iPhone is succeeding in the Chinese market. 

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ARM's 800 partners in its Ecosystem

Building the Business Ecosystem

Sunday, January 08, 2012

Have you noticed how many vendors are now saying that they have an ecosystem or that their offer is delivered thanks to their ecosystem?  Ecosystem seems to be the new buzzword or sexy term for what might have simply been called collaborative networks or ‘partnering’ a few years ago, and everyone is trying to get in on the act, claiming that they have ‘ecosystems’.

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