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TEA BREAK
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And So The Christmas Season begins and why Santa uses his Sleigh
[FULL STORY]
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Save the Planet Or Avoid The Credit Crunch?
One company is showing how you don’t have to choose.
[FULL STORY]
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South African Desert Diet
Hoodia is a cactus that grows in the South African desert and long before A-list celebrities were taking Hoodia. Bushmen living in the South African Desert were already using the plant for years.
[FULL STORY]
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ARCHIVE
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Issue 65
November 5, 2008
Vol. 1
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Issue 64
October 29, 2008
Vol. 1
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Issue 63
October 22, 2008
Vol. 1
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Issue 62
October 15, 2008
Vol. 1
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Issue 61
October 8, 2008
Vol. 1
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Issue 60
October 1, 2008
Vol. 1
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Issue 59
September 23, 2008
Vol. 1
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Issue 58
September 17, 2008
Vol. 1
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Issue 57
September 10, 2008
Vol. 1
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Issue56
September 3, 2008
Vol. 1
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Issue 55
August 27, 2008
Vol. 1
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Issue 54
August 20, 2008
Vol. 1
Issue 28
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Issue 53
August 13, 2008
Vol. 1
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Issue 52
August 6, 2008
Vol. 1
Issue 26
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Issue 51
July 30, 2008
Vol. 1
Issue 25
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Issue 50
July 23, 2008
Vol. 1
Issue 24
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Issue 49
July 16, 2008
Vol. 1
Issue 23
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Issue 48
July 9, 2008
Vol. 1
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Issue 47
June 27, 2008
Vol. 1
Issue 21
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Issue 46
June 25, 2008
Vol. 1
Issue 24
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Issue 45
June 18, 2008
Vol. 1
Issue 23
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Issue 44
June 11, 2008
Vol. 1
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Issue 43
June 4, 2008
Vol. 1
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Issue 42
May 28, 2008
Vol. 1
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Issue 41
May 21, 2008
Vol. 1
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Issue 40
May 14, 2008
Vol. 1
Issue 40
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Issue 39
May 7, 2008
Vol. 1
Issue 39
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Issue 38
April 29, 2008
Vol. 1
Issue 38
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Issue 37
April 23, 2008
Vol. 1
Issue 37
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Is Christmas cancelled ?: Far from it
by By Andrew Tharme, Joint Managing Director, The Oxford Research Agency
With 6 weeks to go until Christmas, one question on everybody’s lips is: “Will Christmas be cancelled this year” ? The doom-mongers may be congratulating themselves about predicting an economic downturn over the last year but they won’t be able to take away our Christmas. With a figure of the magnitude of £30bn being predicted to be spent this year, a Christmas non-event couldn’t be further from the truth.
An ultimate test
This Christmas looks to be a fascinating time when retailers and FMCG marketers can test themselves against the most challenging market dynamics and consumer uncertainty and, importantly, test wits against each other.
The market-place is wide open with discounters fancying their chances against the usually successful retailers. This means that share of voice, the ‘Christmas message’, range, in-store experience and value (not just price) will all be extremely critical this year to maximise footfall and share of the £30bn.
Great expectations
Christmas behavioural segmentation research that we have conducted this year, when compared with previous years, shows big swings in segment sizes. Many people who would ordinarily buy premium products at Christmas say they will buy lower priced yet more ‘meaningful’ (i.e. valuable) gifts this year. To complement this, expectations from recipients are much lower. In fact, some recipients say they would be offended if receiving an ‘inappropriate gift’.
This is a great opportunity for mainstream retailers to target this year’s consumer needs with advertising, in-store activity and range. In particular, gift categories of 20 years ago (e.g. confectionery, toiletries, food gifts) - superseded by more pricey and ostentatious ones recently - may well see a revival. The trick from a marketing point of view is to create a perception and consumer feeing that these categories are actually contemporary, new and different and, most importantly, have high sentimental value and personal meaning.
Dorothy vs. Scrooge
This year, consumers are telling us that a ‘traditional Christmas’ is really something that they are looking forward to. At whatever budget level consumers have, their intention is to make Christmas as ‘special’ and enjoyable as possible. The whole Christmas occasion is likely to be centred on family traditions as opposed to excessive spending.
This is a great opportunity for both seasonal and non-seasonal FMCG categories to take advantage of creating a special Christmas experience and create a feel-good, rewarding, feeling during the long run up to Christmas and Christmas itself. “The Wizard of Oz” and “A Christmas Carol” will be perfect this year !
Creating a better future
Above all else, the next 6 weeks will be a fantastic time for us all in the FMCG industry to create consumer feel-good second to none. If we can get this right, we can hope for a 2009 where consumers, retailers, manufacturers (and don’t forget us humble market researchers !) can look to a bright new future which combines real meaningful value with a return to confident thoughts and deeds.
To find out how The Oxford Research Agency can help ‘create a better future’ now and in 2009, please contact Andrew Tharme, Joint Managing Director (andrew.tharme@tora.co.uk or call 01865 728272 / 07725 672944).
[PRINTER FRIENDLY VERSION]
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