Who We are...

Who We are...

a consumer centredmarketing consultancy that aims to help brand

owners to realise top-line business & brand growth in increasingly complex and

competitive markets.

Innovation

StrategyDevelopment

MarketingCapability

OpportunityAssessment

ConsumerResearch

Agenda

• Last time around – 1992• What’s different now• Likely Scenarios• Checklist for Recession Proofing

Last Time Around - 1992

Last Time Around

• Petrol prices soared

• Interest rates hit 15%

• Inflation hit 11%

• Business failures hit 1500 per week

• John Major took over as Chancellor

• House prices crashed

Last Time Around

• Bill Clinton became President

• Queen had a ‘annus horribilis’

• Disneyland Paris opened

And …

• Food + Drink a key source of ‘affordable treats’

• 80’s Premium Brands prospered

• Eating in became the new eating out

• Health and Indulgence core drivers for innovation

• But innovation dried up

• Businesses adoptedBusiness as Usual Cut everything and lay lowSpend More

What’s Different Now

What’s Different

Now

• Attitude to debt

• Younger generation have never been here

• Inflation + mortgage rates lower

• Second buy to let mortgages

• Spend on technical goods and services

• Comparative pricing

• Voice of consumer amplified

• Information + Channel Clutter

• Retailer Brand price tiering

• Broader Foodservice offering with price tiering

• Different forces on consumer demand

What’s Different

Now

Likely Scenarios

• Emergence of the ‘smart shopper’• Luxury on a budget • Growth of the discounters• Sacrificial consumption

Likely Scenarios

• Selective Shopping – buy when need to avoid wastage• Polarisation

Premium or value propositionsEngaging versus routine shoppingGrocer versus all purpose retailer

Checklist for Recession

Proofing

• Brand Audit

• Offer clear, motivating, & differentiated proposition

• Demonstrate relevance

• Use technology

• Deliver on the hygiene factors:TransparencyFit for purpose

• Defend Brand equity

Get the Basics Right

• Reflects real consumer demand

• Based on real understanding

• Connects with core trends / drivers

• Embodies consumer value hierarchy;Consumer Value AuditValue Trade Off Analysis

• Reflects Category / Brand Engagement

Ensure your innovation is insight driven

• Cost Dissection / analysis to identify quick wins

• Add value – are you worth it and where’s the evidence

• Spend wisely – be ‘canny shoppers’

• Consumers looking to avoid wastage

• Avoid ‘unnecessary’ packaging

• Consider promotional strategies

Save but thenspend and don’t

be wasteful

Save but thenspend and don’t

be wasteful

• Cost Dissection / analysis to identify quick wins

• Add value – are you worth it and where’s the evidence

• Spend wisely – be ‘canny shoppers’

• Consumers looking to avoid wastage

• Avoid ‘unnecessary’ packaging

• Consider promotional strategies

Save but thenspend and don’t

be wasteful

Focus –de clutter

and prosper

• Pick your winners and get behind them

• Be prepared to kill

• Do fewer things better

• Develop competitive barriers

• ‘Break from the pack’

• Watch your competition – are you fighting for dwindling spend

• Take initiatives

• Anticipate

• Defend your space

Be Alert

• Who - Identify high value consumers

• Where - Channels that offer opportunity for premiumisation

• When - Make it a quality occasion

• Why - Build ideas around platforms for premiumisation

Pick yourtargets

Reasons to

embrace

• With no appreciating property values to brag about, smug dinner parties will fall blissfully silent

• In restaurants it will be considered prudent, and not the behaviour of a tightwad oik, to order the house red

• You will stop having £50 facials and realise your skin looks exactly the same

• Property porn programmes such as Location Location Location may die a swift death

[email protected]

93a Peascod StreetWindsor SL4 1DH

01753 623523

19 Kingfield RoadSheffield S11 9AS

01142 580066