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Extreme? Not Necessarily
First, think of the consequences. “Extreme discounts” do attract widespread attention, can generate increased sales and revenue in the short-term and therefore, for specific time-periods, have the capacity to redirect traffic flows. But the tactic is fraught with potential intermediate-to-long-term brand damage consequences. Questions about profit margins and value are understandably raised in the minds…
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Marketing Focus – Extreme Discounts? – Not Necessarily
A CHALLENGING CHALLENGE For most existing businesses, the key to enhanced performance lies in the following statement: Challenge decisions, rather than make challenging decisions. Too often poor and sub-optimal decisions are recognised as such by those within entities – but are never challenged. They are simply tolerated and the consequences are borne… with a…
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Marketing Focus: Execute or be Executed
Times are tough. It’s enough to contemplate giving up… or simply to cut back. However, before doing so consider for a moment the following philosophy: “A man who stops advertising to save money is like the man who stops a clock to save time.” Now is not the time to be driven to save money…
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Unconditional Expenditure
Editor’s Note: The following brief article by Barry Urquhart has been included as a baseline for pharmacists to consider what “unconditional markets” they may be associated with from within their pharmacy. Barry talks about the metrics of pet food as being one example. Would not pet medicines fit into a similar category? And what about…
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RE-PRICING AUSTRALIA
Global forces are at play. Marketplace reality is becoming more conspicuous. In essence, Australian products, services, labour, skills, brands, and entities are being repriced, – and not at the discretion of owners, managers and directors. There is no better example than the recent decision by the multi-national corporation Chevron to import from Scandinavia, over 11,000…
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Hype And High Water
Market bubbles, busts and waves have a common element – hype. When emotions, rather than fundamentals are driving the marketplace it is time to take pause, and stock. Now is that time. Clearing the inventory of current marketing, price, merchandise and promotional strategies is sage advice. Reassurances that high prices are founded on solid foundations,…
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Building a Better Business Model – Not a Mouse Trap
Hej! from Copenhagen (København), capital city of Denmark, home of Hans Christian Andersen and focus of the music and lyrics of Frank Loesser from his 1952 song, “Wonderful Copenhagen”. Geographically, we’re a long way from Perth and Australia. However, in the global community some perspectives don’t vary. Typically, attitudes override aptitudes in identifying and realising…