A
Different Kind of Menu
This article describes the forays of FMCG food sites on
the Internet. Several success factors are identified, namely:
§ The site must fulfil a real need
§ It must be a compelling brand
§ The target audience must be on the net
§ Must have a clear understanding of what consumers
want to know
§ There must be a two-way link for feedback and dialogue
§ There must be a "fit" with current initiatives
[22 September 2002]
Elaborated
Retail
This article describes a future where dull, weekly FMCG
purchases, eg, pet food, toilet paper, etc will be automated.
The more exciting products will be a real experience to
go and shop for, with brands having their own retail outlets
to support the experience rather than using supermarkets.
[8 September 2002]
Making
the Net Work
This article talks about how FMCG companies can use the
net effectively. It points out that while half the world's
leading FMCG manufacturers are on-line, they still invest
less than 1% of their marketing budgets on net related activities.
It states that the best uses of the net for FMCG firms are
not as stand alone brand building sites but as part of an
integrated communications strategy to build relationships
between consumers and the brands.
How FMCG manufacturers will make use of customer databases
is also questioned, their value extremely high because they
consist of customers who have opted into the site, therefore
it stands to reason that they have a greater than average
interest in the brand.
A pricing model is also proposed. [11 August 2002]
Related Sites:
www.kelloggs.co.uk
Shift
of ads from TV to the Net - Just a Click Away
This article discusses advertising's inevitable transition
from TV to the Internet. The current methods of advertising
on the net are described; banner ads, pop-up ads, transactional
ads, and rich media ads, none of which are quite suitable
for FMCG manufacturers.
It also describes how a meeting was called between the biggest
FMCG advertisers in the US to address this issue and come
up with a solution - an Internet advertising strategy that
works! [4 August 2002]
Old
Brands Face Battle for Survival in the Dotcom Age
This article exerts that in order to be successful in today's
environment it is essential for every company to have a
strategy for business in the dotcom age of today. Notes
that even the largest, most well known FMCG brands will
not last without some sort of an Internet strategy and some
web presence. [28 July 2002]
Related
Sites:
www.myhome.com
(NB Since
this article was written myhome.com has been taken over
by the Chores Group, however the service is still the same.
This is also an example of 'rational branding' as mentioned
in "Branding on the Net".)
Consumer
Manufacturers Struggle to Make Use of Web
This article comments on the difficulties FMCG manufacturers
are having in using the web to reap actual rewards, despite
their rapid adoption of the medium.
It is suggested that greater integration between marketing
and information systems, with the consumer in mind, is needed
to solve this problem. [21 July 2002]
