Last evening we had the pleasure of attending an event hosted by The Marketing Institute of Ireland with guest speakers John Noonan, Flahavan’s and Donal Lehane, Food-NPD Teo.
John Noonan of Flahavan’s named Marketer of the Year for 2009 presented some very real and tangible ideas on how to Market your Food Brand in Challenging Economic Times.
The need to know your consumer has always been a top priority but it is even more important to know now. With recent changes in consumers spending habits over the past year and a half it is important to know the following changes:
- More frequent trips to the stores
- Buying less on each visit
- Gone are the days of one stop shopping. Consumers are choosing to shop at a variety of stores.
- They are going in with a budget in mind
- They are buying more on promotion
- They are assessing price and value and brand loyalty is in question
- Growth of private label.
- Health can win over Price.
Donal Lehane presented to the department a week ago about the importance of supporting the food sector. His presentation showed that by following a model tested in Berkeley, California we can create 50,000 jobs with little funding, and at the same time support our indigenous food industry. He also referenced the return to growth that Turin found when focusing on food after the motor industry left the town. Turin found looking through their history that they were a great port town with the ability to bring in people. Something to think about for Waterford...
A vision for the future and a strategy to put that into action is a message that can be applied to Waterford and indeed Ireland...And of course the vision must be shared in order to have any chance. We are resilient, we will survive...
Why not focus on thriving... That's what we focus on here at The Marketing Table...
Michelle Andrukonis
The Marketing Table
inspiration for growth...
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