Business
Effective e-Relationship Marketing
This study involved looking at the level to which FMCG companies
use their websites for relationship marketing activities.
It was found that while the companies thought that this
was one of the primary reasons for their websites, the minority
actually practised relationship-marketing principles, highlighting
that the majority are not utilising the Internet to its
fullest advantages but instead using it as another media
to perform mass media functions.
[29 September 2002]
Coca-Cola
This one doesn't need any introductions!
[29 September 2002]
[Posted
22nd September 2002]
FMCG's
Brand Site Visitation
This article proposes a framework for the likelihood of
consumers revisiting FMCG brand sites. As the primary objective
for these sites is to build brand awareness and recognition,
repeat visitation is important.
The
framework suggests that attitude towards the site is determined
by the interest, perceived complexity, and perceived ease
of use of the site. These three are moderated by a user's
web experience. Interest is determined by the perceived
value of entertainment, reward benefits and lifestyle information
contained within the site.
[22 September 2002]
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]
Procter
and Gamble (Strategic play)
This article describes P&G's strategic move this year
to go from building brand sites straight off and in effect
just experimenting with the Internet as an interactive medium
to advocating the Internet's use as a communications channel.
The focus is on leveraging its abilities of allowing dialogue
from consumers to the company in order to learn more about
consumer behaviour before launching a fully fledged campaign.
[22 September 2002]
Arnotts
Arnotts is an Australian company which specialises in a
wide range of biscuits, crackers, and chips. [22 September
2002]
[Posted
15th September 2002]
Value
Added Marketing in the Digital Domain: Enhancing the Utility
of the Internet
This article provides a list of considerations to be aware
of when designing web site strategy and gives tactical suggestions
of techniques that can be used to achieve different marketing
objectives, which can be applied to FMCG manufacturers.
[15 September 2002]
P&G
Web Launch to Target Teens
This article describes P&G's first visible effort to
prove their intention of moving marketing spend from mass
to interactive media - shifting from "mass marketing
to molecular marketing". This first initiative is a
website aimed at European teenagers in an effort to create
a virtual community, a new tactic being tried out by this
FMCG manufacturer. It has been recognised that people will
generally have no reason to go to, for example, a Clearasil
website, but make them part of a successful virtual community
and they will return many times over.
[15 September 2002]
It's
a Woman's Web
This article describes the growth of women online (43% in
1998), and how sites and advertisers can capitalise on this
demographic shift. The idea of building online communities
is again raised as more effective than other types of online
advertising - particularly for women. [15 September 2002]
Nestle
Perhaps best known for its chocolate, Nestle also manufacture
foods in a variety of other categories, for example, pet
food (Purina), pasta (Buitoni), and hot beverages (Nescafe
and Nestea). [15 September 2002]
[Posted
8th September 2002]
Weaving
an FMCG Web
This article describes how FMCG companies can and should
use the web to their best advantage, in a number of areas
covering:
- Supply
- Distribution
- Sales
- Customer relationship management [8 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]
Running
on the FAST Track
This article describes the immediate effects of the FAST
summit, which as well as creating some momentum within online
advertising and signalling the big brand advertisers' commitment
to the medium, seems to have served to create some amazing
credentials for those net companies that were invited to
attend.
More importantly, however, is the likely shift of advertising
spend to online media that the summit will cause, P&G
looking to allocate as much as 80% of its media budget to
interactive digital media (internet and digital TV) within
5 years. [8 September 2002]
Banner
Biorhythms
This article questions whether there is seasonality in online
advertising spend as there is with traditional media. Although
too early to tell exactly if and what the pattern is, it
is likely that time will paint a clearer picture. Consumer
goods overtook technology advertisers for the first time
at 32% of online spending. [8 September 2002]
McCain
Foods
McCain foods are perhaps best known for their wide range
of potato products - fries of every variety, wedges, hash
browns, the list goes on. However, they also manufacture
drinks, desserts, pizzas and more. [8 September 2002]
[Posted
1st September 2002]
P&G
Tries to Push Online Advertising
This article describes how P&G held the Fast summit
in order to shape the future of online advertising, much
as they did with TV advertising in the 1950s. However the
outcome at this stage has not been quite so dramatic. Though
the web is useful for selling or providing information,
there is not a lot it can do to get people to buy FMCG goods.
P&G's suggested solution came in the form of rich media
advertisements, enabling web ads to be more like TV. The
problem with this is the lack of available bandwidth needed
to make this a reality. So the next step?… wait and
keep on thinking of more ideas. [1 September 2002]
Digitizing
Dinner
This article points out the fact that despite the majority
of research analysts opinions that packaged-goods firms
are wasting their money building product sites, nearly every
FMCG manufacturer has a web presence. Increased sales have
been evidenced from these content-rich product sites. Two
options for having an online presence are described:
1. Overall web presence eg. P&G
2. Concentrating on a major content-rich site eg. Unilever
[1 September 2002]
Cadbury
Aaah, we all know and love this one! Chocolate products
galore!!! [1 September 2002]
[Posted
25th August 2002]
Acting
Up
This article describes how P&G's Fast Forward summit,
along with their online advertising spend ($3 million in
the second quarter of 1998) was seen as a signal of their
commitment to the medium. This was seen as a major turning
point by many, as it was long believed that once a major
packaged goods manufacturer showed a full endorsement of
online advertising it would be regarded as a viable medium
- who better to do this but the one that commands the world's
largest advertising budget! [25 August 2002]
FMCG's
Set to Spark New Era for Internet Activity
This article describes how Internet advertising revenues
have been estimated to increase by 45% in 2002, thanks largely
to the big FMCG brands. This has been triggered by two shifts:
1. A move from token web sites to more strategic advertising
activities
2. The introduction of broadband Internet [25 August 2002]
Frucor
Frucor is New Zealand's second largest beverage manufacturer.
[25 August 2002]
[Posted
18th August 2002]
Key
Advertisers Ally to Improve Marketing
This article describes how P&G and a group of advertising
agencies, top web site executives, and other consumer companies
came together to form a group called "Fast Forward".
Their aim is to overcome some of the current obstacles to
Internet marketing focusing on four main areas:
1. Consumer acceptance
2. Effective advertising and marketing models
3. Broadly accepted measurement standards for advertising
effectiveness
4. Easing the process of buying online advertising
[18 August 2002]
Persuading
the Big Brands to go Online
This article describes how the Internet advertising industry
grew 266% over 2000 due to a slight increase in banner advertising
and increased use of the Internet as a brand building tool.
Tactics used to get the big brands to more fully utilise
this medium have been:
1. An implementation of Internet advertising standards
2. The rationalising of some companies to improve their
reputations
3. A focus on integrated marketing [18
August 2002]
Goodman
Fielder
Goodman Fielder is Australasia's largest food manufacturer,
with a strong presence in New Zealand. [18 August 2002]
[Posted
11th August 2002]
Marketing
to the Digital Consumer
This article puts forth a business model which incorporates
five factors essential to success in digital marketing:
1) Attract
2) Engage
3) Retain
4) Learn
5) Relate
It states that the net has more potential for consumer goods
marketers than is generally thought, but that they need
to start better utilising its advantages to realise the
full advantages of an on-line presence. [11 August 2002]
Related Sites:
www.hothothot.com
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
P&G
to Hold Marketer Confab
This article describes how P&G called a summit with
America's biggest spending advertisers to try and figure
out just what to do with the Internet and how to use it
effectively. The potential of the net is there, just within
everyone's reach, the problem is that no one is really sure
how to use it effectively and really make it work for FMCG
manufacturers. [11 August 2002]
Creative
Thinking Could Bring FMCG Ads to the Rescue
This article describes the trend of what were previously
large on-line spending advertisers withdrawing from the
practice and the hope of ad servers that FMCG companies
will step in to fill the gap.
In order for this to happen, however, it is recognised that
current practice needs to change in order to make on-line
advertising effective and worthwhile.
New and creative solutions need to be found and a more progressive
pricing model, closer to that of airline seating, needs
to be adopted so that on-line advertising can be financially
justifiable. [11 August 2002]
SC
Johnson
SC Johnson specialises mainly in the cleaning products category
of FMCG, particularly in the product lines they have in
New Zealand. [11 August 2002]
[Posted
4th August 2002]
Organising
for Digital Marketing
This article describes the four typical stages of development
that businesses go through as their marketing goes on-line:
1: Ad hoc activity
2: Focusing the effort
3: Formalisation
4: Institutionalising capability
Although likely to be more of a strategically planned move
in a large FMCG manufacturing company, the basic stages
are still relevant for the generation of the idea through
to implementation.
The
top five lessons for what works in the organisation of digital
marketing efforts are also given:
1: Getting it started is more important than making it perfect
2: Get Senior management involved early on
3: Manage conflicts with the rest of the organisation
4: Use external parties to bring in necessary skills
5: Adapt to younger staff, and let them play
Four
main sets of decisions that need to be made regarding the
organisation of a company's digital marketing are also given,
these are very relevant for FMCG manufacturers:
1: Formal/Informal
2: Centralised/Decentralised
3: In-house/Outsourced
4: Function or Product focused/Customer Focused
[4
August 2002]
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]
Narrow
Scope: Few Sites Accept new P&G Ads
This article describes how P&G decided to aggressively
push the use of interstitials (pop-up ads) rather than banners
to give its brands a more prominent presence on-line.
In another example of how P&G push their weight around,
even on-line, it describes how these particular interstitials
are so large - both in terms of dimensions and file size,
and so intrusive that they often conceal the actual content
of the websites they are placed on. Many on-line publishers
and ad buyers therefore put up resistance towards the ads
but P&G still managed to get their ads on-line and can
continue to pursue their on-line strategy, changing the
rules as they please. [4 August 2002]
Direct
Mail: Big Brands Turn to Direct Media
This article describes the trend among FMCG manufacturers
towards an increased spend on direct marketing and Internet
activities at the expense of other marketing communications
tools.
Several examples are given of how the big brands have been
putting the Internet to good use for interacting directly
with customers, particularly those who do not respond to
mass marketing efforts because they need different messages
to motivate them.
It is said to be most appropriate when the target market
is clear so you know exactly what they will be interested
in (otherwise they will just ignore the messages) and in
conjunction with other above-the-line media.
[4 August 2002]
Colgate-Palmolive
Colgate-Palmolive has a very prominent presence in New Zealand,
with many well-known brands such as Colgate toothpaste,
Palmolive dishwashing detergent, and Science Diet pet food.
[4 August 2002]
[Posted
28th July 2002]
Branding
on the Net
This article discusses the difficulties of branding on-line,
particularly for FMCG manufacturers. Points out that traditional
methods of television advertising, (eg. emotional appeals)
don't work, and neither do the established on-line methods,
(eg. banner ads). The concept of 'rational branding' is
introduced as a solution.
Also provides some interesting net advertising statistics
at the end.
Related Sites (eg.'s of rational branding):
Unilever's Ragu brand site
P&G's Clairol brand
site
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.
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".)
For
More About Tide, Click Here
This article describes P&G's unusual terms for banner
ad payment and the controversy it sparked among web publishers
such as Lycos and Excite.
The
End of Mass Marketing
This article describes the future of marketing and selling
low involvement consumer products as lying in one-to-one
marketing rather than the mass marketing/brand advertising
methods of today.
Implications for manufacturers, retailers, and consumers
are spelt out and new scenarios suggested. Mass customisation
is described as the future for FMCG manufacturers.
Related
Sites:
Peapod (the Chicago
based home-delivery service referred to in the article)
Unilever
/ Unilever Australasia
Unilever is the second largest FMCG manufacturer and P&G's
biggest rival, with a much bigger presence in New Zealand.
[Posted
21st July 2002]
Combining
On-line and Off-line Strategies
This article provides a framework for combining on-line
and off-line marketing strategies.
A classification of products is provided splitting products
into four groups based on the product and consumer types,
and gives specific strategy examples for each.
P&G
Ventures into Internet Advertising
This article discusses P&G's first efforts to move onto
the Internet and the implications of this for internet advertising
in general.
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
Procter
and Gamble
Procter and Gamble is the largest of the FMCG manufacturers.
It is one of America's largest advertisers, and has helped
pioneer many types of media.
How
Net Benefits Persuaded Unilever to take Brands On-line
This article discusses the emergence of the Internet as
a major interactive media, using the recent deal between
Unilever and both AOL and Microsoft as evidence.
