Marketing strategy: Recession

 

Marketing has faced a series of crises in the past decade, culminating in the economic meltdown and demanding a global rethink to guide marketing back to sustainability. For example, companies have fo

The global economic crisis has changed how consumers think, feel and behave throughout the world. Across all 20 countries in the Global Monitor tracking survey, consumers are more likely now to agree

This article discusses the "new value equation" that might affect consumer decisions in the post-recession US economy. Consumers are reprioritising their spending, redefining what they will pay a prem

Ahead of the Christmas holiday season, J. Walker Smith analyses the National Retail Federation (NRF) spending forecast, comparing what appear to be alarming figures to previous year's reports. He sugg

There may indeed be some green shoots of recovery showing in the UK economy, but post-crunch psychology has set in with consumers, and many of them aren’t ready to go back to their old spending habits ...

In this article, J. Walker Smith looks at the expectation that while the economy is recovering, the size will be smaller and will not reach its pre-recession size. Consumers have been seen to cut back

J. Walker Smith summarises The Futures Company white paper, "A Darwinian Gale: The Recovery Consumer Marketplace in the Era of Consequences". Included are excerpts regarding consumer attitudes, which

This article shares insights from Future Company's Global MONITOR, a quantitative research service provides businesses with insight on brand repositioning and general planning, in the context of the r

J. Walker Smith summarises The Futures Company white paper, "A Darwinian Gale: The Recovery Consumer Marketplace in the Era of Consequences". Included are excerpts regarding consumer attitudes, which

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing ...

Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods. Accountants are in charge of th ...

In this issue of Looking Up, J. Walker Smith brings up the fact of a smaller U.S. economy over the near-term. He looks at the national GDP and the projections for growth and the prospects for consumer ...

This article covers a study, produced by the Future Foundation, which aims to determine the possible shape of consumer behaviour after the financial crisis, or what it termed the “new normal”. Among i ...

This presentation discusses recent changes in consumer trends picked up by the Futures Company's Global Streetscape research, and how this insight can be used to formulate brand strategy. Specifically

Before the recent economic downtown, the global car market had been growing at about 7% per year. But with huge over-capacity, more contenders in the race and pressure on profit margins, the industry ...

This article, by Naveen Rao, Chief Strategy Officer of Grey Group Greater China, assesses how consumers in a variety of Asian markets have responded to the onset of the financial crisis. On average, 8 ...

This paper reports on the Futures Company's "Seeing the Light" event in September 2009, that looked ahead to the likely trends that will characterise consumers and markets in the post-recess ...

The U.S. economy is on the verge of getting stuck in a rut. Without something to break the cycle, the feedback loop will keep the economy from making a strong recovery. However, J. Walker Smith posits ...

The prospects for a strong recovery in the U.S. economy are generally regarded as pretty unlikely. But there are a number of economists who think otherwise, some argue that deep recessions are always

The effects of the economic downtown of 2009 in India, an emerging market, were comparatively muted, partly attributed to macro economic factors such as the governmental regulatory measures. But was t ...

Darwinism is relevant to Marketing Science as far as emotions are concerned. Biological and evolutionary thinking explain why universal emotions take place and how they affect our daily lives. Being a ...

What is the right way to advertise in times of crisis? What changes compared to normal times?What must be said, and how? What kind of stories have to be told, so as to connect to a worriedconsumer? Th ...

As innovation is the engine of growth, it is important to continuously invest. But during challenging economic times, we face difficult decisions as manufacturers: Should we continue to invest in inno ...

We are in the midst of a economic crisis – the worst recession in 100 years and which may rival The Great Depression of the 1930s. This crisis demands new market research: new methods of data collecti ...

In this article, J. Walker Smith suggests that recessions can be the best not the worst of times for innovative product launches. The power and appeal of the innovation draws in consumers notwithstand

Top management has many things to consider over the course of this recession, but Chris Halliburton argues that CEOs are the ultimate brand managers and all actions should be taken with that responsib

Ipsos research in 22 countries shows that shoppers across both developed and emerging markets are turning to cheaper and own-label brands. And this trend that began in a global recession may continue ...

Budget cutting is a modern reality for most marketers in a global recession, but some manage to do it efficiently without long-tern detriment to the business while achieving short-term targets. The au ...

Following the news story showing that with air travel traffic decreasing, consumers experience a better service, J. Walker Smith considers the situation where consumers only get the best experience wh

Following the US July 2009 employment report from the Bureau of Labor Statistics, which demonstrated a moderation in job losses, J. Walker Smith anticipates the bottoming out of the recession. It is i