ThinkNoLimit Marketing Coaching

Who does this ad sell to ? Obviously mothers who probably worry about bacteria attack to their babies. One may ask whether it would be too "narrow" to sell to mothers with little babies only. The market size is too small. The fact is that target segment in our marketing plan can be different from the target audience in the campaign. In this case, the target audience is chosen as a leverage to communicate the care to your love ones associated with this sanitizing detergent. House-wives with bigger kids or no kid will still consider it as a care to the health of the family. And of course, along the way, more campaigns can be produced with other scenarios related to other family members.

Been too busy to collect ads and write my blog for today. How about reading an article about branding I wrote for GROCER & CATERER ? Hope you would enjoy it (you may click on the image to have an enlarged view).

During this time, most restaurants are slashing prices. HK$1 chicken is back and there are loads of other HK$1 dishes on offer. Even McDonald's is offering discounted items. Seems that Cafe De Coral is sticking to its on-going strategy of launching novelty dishes to build its quality food image, rather than slashing prices. That's a good thing. Slashing price is short term. At the end difficult time will go away and image and perception will last. Consistency is the way to go for building brand. Has anyone tried this dairy brisket curry ? It may be nothing special but it's the perception that counts.

AEON and KFC , is it a good marriage ? Co-brand card is one of the ways for credit cards to expand their share of consumer spending. There are co-brand cards of all kinds and the market for co-brand cards is saturated. I suppose you can buy KFC at a good discount with this AEON KFC credit card. Is it motivating enough to apply for another credit card and keep it in the wallet ? It's funny to see it invest in TV advertising. Just wonder how the return on investment would look like.

PR is about public opinion. Public opinion is affected by many sources, the press, consumer organization, professionals and so on. They are like police overseeing what organizations do. Want to avoid negative publicity ? Fundamentally, we need to walk the talk. Advertising can do the talking but public opinion depend on whether you are delivering the promise. In the case of Park'n Shop, they promise you low price in advertising but actually they are not offering it, hence the negative publicity. Now look at this ad by HKSAR government. There are kind words and nice sayings. Will we feel better after watching it ? Will public opinion about our government be changed by such ad ? Kind of waste of air time....

There is no need to shop around. Park'n shop offers the lowest price everyday. Even with the endorsement of Ah So, would consumers believe that ? Consumer Council has disclosed that the two supermarket chains are actually selling popular brands at higher prices than other neighbourhood stores. Skepticism and negative publicity are lingering. PR is more credible than advertising. It's kind of silly to use advertising to try to turn around negative publicity.

Watsons and Bonaqua are the two big brands in the packaged water market. I would have thought they are close competitors, neck and neck in terms of market share. Both brands have been quiet without any sizable campaign in recent years. It's interesting Bonaqua unveils its top selling position with this new campaign. Will consumer buy more Bonaqua when they know it's the No. 1 brand water ? I wonder. I also wonder how Watsons will react. Let's see.