By Doug Brooks
It’s a known fact that shopper behavior has changed dramatically during the past year, even as the economy shows glimpses of hope and stability. Today’s shoppers are more mindful of their wallets and act in a more deliberate, strategic manner when shopping for goods. These shoppers are now accustomed to the “buy only on deal” mindset that has many in the CPG industry trying to figure out how to strike the balance between investments in long-term brand building and short-term price promotion.
I delve into this conundrum in a recently released IRI Point of View: “Driving Growth Through the Alignment of Brand Building and Pricing Strategies.” In this publication, I discuss how new shopping trends don’t represent all doom and gloom for marketers but, better yet, create new opportunities. The Point of View answers various questions such as:
- How exactly do you balance brand building and consumer promotion while the economy continues to improve?
- How do you determine which lever to pull (brand building or price promotions or both) as consumer attitudes and behaviors continue to transform?
- What are the keys to success in re-energizing and re-aligning your organization’s sales and marketing objectives?
These are dynamic times that offer great opportunities to those who can track, diagnose and course-correct in near real time. I invite you to download the Point of View to learn more about how striking a balance between brand building and price promotion through a cohesive marketing and sales plan based on solid, timely insights is one of the critical ways companies can stay ahead of the ever-shifting curve these economic shifts have created.
I’d be interested to hear your thoughts and would love to keep the conversation going. Please leave a comment or reach IRI via Twitter and Facebook.
Best,
Doug Brooks
Senior Vice President, Analytics and Modeling Services
Download IRI Point of View: Driving Growth Through the Alignment of Brand Building and Pricing Strategies:
http://us.infores.com/NewsEvents/LatestPublications/tabid/100/ctl/Details/mid/1113/ItemID/1015/Default.aspx
