Marketers and their skills...

Do marketers specialise too early, meaning they lack the skills to step up to boardroom level? The Marketing Society Forum: Developing a wide skill-set might provide more opportunities for career development and earn marketing a place at the top table... "The best senior marketers are analytical, strategic, have strong management skills and can build coalitions within the company to deliver plans. Marketing should sit at the heart of the business, which gives people a chance to get a 360 degs view and interact with all its functions". SANJAY PATEL, Marketing strategy and planning director, Heineken. "To be seen as vital to business strategy, marketers need to develop greater commercial awareness and take on more financial responsibilities". GRANT DUNCAN, European marketing officer practice head, Spencer Stuart. "It is particularly true of Mars UK, where the role of marketing is to create and lead a culture around growth into the entire business. As a consequence, marketers have to develop and use skills that go well beyond the traditional brand-positioning works or copy developments. They are supported by a collaborative culture where personal development is a key focus area". THOMAS DELABRIERE, Marketing director, Mars Chocolate UK

Dried Tomatoes and Asparagus innovative production

GEOTHERMICA HELLAS LTD has been active since 1996 in Xanthi Prefecture and is based in Neo Erasmio, near the Nestos River Delta. The company's main activities focus on the primary and secondary agricultural sector. The use of geothermal energy is a key tool conferring to the company comparative advantages.Today the company boasts considerable experience and know-how in the exploitation and management of low-enthalpy geothermal fluids. It has geothermal boreholes with fluids at 60°C, enabling the production of asparagus out of season, whereas during the summer months the company develops geothermal drying and dehydration of agricultural goods activities, mostly of tomatoes. The end-products are sold under the AGRECO FARM trade name. At Neo Erasmio/ Xanthi, Geothermica Hellas Ltd has created a model drying plant for the production of dried tomatoes. The tomatoes are carefully selected from stringently quality-controlled fruit grown on the fertile plains around the Nestos River Delta, and are dried at moderate temperatures using geothermal energy. Before drying, each tomato undergoes an elaborate process of pre-washing, washing, sorting and cutting. The drying process is carried out in tunnel ovens with a total fresh fruit capacity of 10,000 kg. The hot air, which is not recycled, is introduced into the ovens in a continuous flow with a renewal rate of 700 times per hour. The air is heated to 55-58°C by geothermal fluids (from a borehole 300 metres deep) circulating in tube-type heat exchangers. The tomatoes are batch-dried, not belt-dried, with the raw fruit loaded on stainless steel grill trays. Asparagus THE KING OF ALL VEGETABLES HEALTHY AND TASTY DELIGHT WITH ONLY A FEW CALORIES The consumption of asparagus is recommended to all those engaging in mental labour as it provides the body with many vitamins and minerals. Fresh asparagus contains asparagine, a substance which "cleans" the blood and the kidneys and is useful to those suffering from anaemia and heart problems. It is rich in folic acid and helps in the division of cells during growth, in the tissue regeneration process, in the production of red blood cells by the bone marrow as well as in the prevention of cervical cancer. Asparagus contains extraordinary antioxidants and anticarcinogens with anti-inflammatory and antimycotic agents. It constitutes an excellent diuretic and has a beneficial effect on the kidney, liver and intestine. Asparagus, with its delicate taste and aroma, is considered by gourmets as a symbol of culinary refinement. It does not contain fat and cholesterol and is low in calories. Two magnificent products differentiated on the ground of Geothermal Energy in NEO ERASMIO, XANTHI, GREECE. Geographically, the area of Neo Erasmio, Xanthi, is located along the eastern banks of the Nestos river mouth and belongs to the sedimentary area of the Prinos – W. Nestos basin, which in its turn has developed in the geotectonic zone of the Rodopi land mass. The geothermal field expands around the Erasmio village, reaching Avato in the north, Maggana in the east, the Nestos River in the west and the coastal zone in the south. The whole region, covering an area of 40 km2, has been subject of geological, stratigraphic and tectonic investigations, which also covered the area's features. The located geothermal deposit which expands around Neo Erasmio, Xanthi, constitutes a typical example of a low-enthalpy geothermal field where the stratified aquifers are fed by a system of active faults in the bedrock of the Rodopi zone. Based on extensive geothermal investigation, it was established that the main geothermal anomaly expands on an area of 15-20 km2, with geothermal gradient reaching 25°/100 m and a relevant high heat flow as well as quality and chemical composition of the geothermal fluids being such that they lend special features and a special typology to the particular Geothermal Deposit "Geothermal Reservoir". Based on the systematic temperature measurements and production tests of the five active boreholes, the confirmed and immediately available for use thermal energy capacity exceeds 15 MWth. The geothermal fluids that have temperatures reaching 40-65 °C are localised at easy accessible depths (200-350 m). Their quality is excellent, a fact that renders their management easy and low-priced in terms of pumping and transfer. Common stretches of land are available for allotment in the area for the installation of processing plants as well as greenhouses.

Why brand building must be a digital discipline?

Marc Pritchard, global marketing and brand building officer at Procter & Gamble, reveals how the Olympics sponsor is using a digital first strategy to communicate the values of the company alongside the benefits of its FMCG brands.

The top 100 most valuable global brands

The top 100 global brands shows Apple increasing its lead and the top brands getting younger, while businesses that have a purpose beyond profit - and women on the board - thrive. Companies looking to cut corners by removing budgets from the marketing department could damage the business, warns Walshe Millward Brown’s global BrandZ director. “If you cut your marketing spend you might have a short-term gain but you will have a medium and long-term loss.If the brand is still strong, the business is going to recover. The real worry is when your brand is not so strong, then that’s much harder to recover from.”

Why segmenting globaly?

We all need somehow to consider market segmentation as a business alternative. The rational for an effective market segmentation lies on two major issues:

We cannot sell all products/services to all customers and obviously we cannot afford to do that on a long-term basis.

The mass marketing definition of Anderson and Vincze (2004,pp.226) covers me theoretically to a great extend: "attempt to sell to everyone in the market assuming that demand is homogeneous; one marketiong mix is used for all customers".

A number of organizations though are getting a strong global presence in expanding their international portfolio of business. In this sense, marketers strive hard to accomodate a macro or micro perspective in their global segmentation variables.

Complicating the segmentation issues in global markets is the need for internationally perfoming companies to make strategic positioning decisions in an increasingly competitive and transparent marketplace in order to leverage brand equity and achieve economies of scale.

In short, the strategic necessity does not stop at the selection of desirable market segments, but also includes the need to position brands effectively relative to the market segment (Hassan and Craft, 2005).

Levitt (1983) introduced the concept of “segment simultaneity” in his thought-provoking article describing the globalization of markets. He described this phenomenon as the "proletarianization" of global markets where everyone, everywhere wants to have and enjoy world brands - for example, consume McDonalds burgers in China or regularly wear/buy clothing from the Spanish retail giant ZARA. What he described, in fact, was the existence of similar market segments and consumers in different countries for whom low price and high quality would be common criteria for making buying decisions. Is that though the case?
Do we think globally and act glocally?
Can we convince global consumers of the necessity to buy P&G products worldwide?

In fact, market segmentation strategy must be examined to determine the best bases for global brand positioning. Global consumer markets are best understood as groups of buyers who share the need and desire for a product and the ability to pay for it, not just those who share a national border (Hassan and Craft, 2005). We should not forget that buyers in a given - clearly defined market segment seek similar benefits from, and exhibit similar behavior in buying a product. Although these consumers may live in different areas of the world and come from very different backgrounds and value systems, they have commonalties in association with a given global brand. Many of these similarities are associated with the brand image and the lifestyle it projects (Luqmani et al., 1994).

To be continued...

When Football becomes a national Brand Ambassador

In 2006, Travel and Tourism (T&T) contributed 10.3 percent to world
GDP, had 12 percent of global investments and 8 percent of all jobs (WTTC, 2007; Arnold, 2007). Recently, Travel & Tourism forecast to pass 100m jobs and $2 trillion GDP in 2012. Travel & Tourism is set for a milestone year as the industry’s direct contribution to the global economy is expected to pass $2 trillion in GDP and 100 million jobs. According to research by the World Travel & Tourism Council (WTTC), the global Travel & Tourism industry will grow by 2.8% in 2012, marginally faster than the global rate of economic growth, predicted to be 2.5%.
This rate of growth means that Travel & Tourism industry is expected to directly contribute $2 trillion to the global economy and sustain some 100.3 million jobs. When the wider economic impacts of the industry are taken into account, Travel & Tourism is forecast to contribute some $6.5 trillion to the global economy and generate 260 million jobs – or 1 in 12 of all jobs on the planet.

Competition is fierce and constantly changing with 194 nations clamoring for a share of the tourist’s heart, mind and wallet. This indicates a need for a more strategic approach to branding as brand position leads to greater economic value (Matear et al., 2004; Davis,2002), growth and welfare. On the other hand, a key premise of nation branding is that "the reputations of countries are rather like the brand images of companies and products, and equally important" (Anholt, 2007, p. xi). In a similar pace of thinking, Branding is now widely acknowledged as a potent tool for companies to use to their advantage in achieving competitive strength in the market, as it generates value both for the producer and consumers (Keller, 2003). Clearly, the strategic power of brands has triggered a plethora of studies in the field, with the aim of exploring branding from various perspectives, enriching understanding of the issue through the development of a variety of concepts such as brand image, brand identity and brand personality (e.g. Aaker, 1996; Carpenter et al., 1994; Kapferer, 1992; Upshaw, 1995).

What if Footballers (e.g. Real Madrid) were presenting themeselves as part of an integrated communications campaign aiming at generating and enhancing a brand competitive image that of Madrid, Spain - a country with immense financial issues.

Legendary football club Real Madrid had signed a deal to promote Spain and Madrid as tourist destinations. The marketing campaign “Visit Spain, Visit Madrid” shows all of Real Madrid’s star players, like Cristiano Ronaldo act as "Brand Ambassadors" for both the Spanish capital and the country as a whole.

What indeed wonderful news for a Real Madrid fun!
Real Madrid football club to sponsor the Mininsty of Industry, Tourism and Commerce as well as the Community and City of Madrid.

Casillas, Ramos, Kaka, Di Maria, Ozil and Benzema were all on hand as Real Madrid unveiled its latest sponsorship deal with the Ministry of Industry, Tourism and Commerce as well as the Community and City of Madrid that will see the club promote Spain at both international and domestic levels under the slogan "Visit Spain, Visit Madrid".

Florentino Perez:
"Our history and legend have made Real Madrid a universal team, but its grandeur begins in Madrid and Spain. For over 100 years it has been one of the most relevant references of this country and we have proudly carried the Madrid name around the world. We humbly accept this responsibility and we will carry it out with hard work, talent and commitment; values that identify with Madridismo."

Community VP Ignacio Gonzalez:
"We are grateful to this club because it will wear the Madrid and Spain logo everywhere it goes. We are also fortunate in that this Community boasts the best team in the world."

Mayor Alberto Ruiz Gallardon:
"This city's most important asset, and that which we feel most proud of, is Real Madrid and its values, which is what we want to promote around the world. In large part it belongs to all Spaniards, because you are ambassadors of Spain."

Minister of Industry, Tourism and Commerce Miguel Sebastian:
"Real Madrid is an icon of Spain. It is a winning team and one of the most visible clubs on an international level, but what we must promote is its culture of hard work and the excellence in its genes."

Tourism authorities expect the three-year agreement will reach a potential audience of over 300 million people because of Real Madrid’s worldwide fan base. A Spanish Tourist Office spokeswoman had commented after the agreement was secured: "This is a ground breaking agreement in which both Madrid and Spain will be promoted internationally through one of the most renowned clubs worldwide promoting both tourism brands to all corners of the globe". He emphatically stressed that: "The agreement, valid for three years, will allow the public institutions to use the main players of the club as "Spain and Madrid Brand Ambassadors" in various international advertising campaigns. The agreement also provides for the utilisation of advertising space in each of the official matches in the league and the Cup to be held in Santiago Bernabeu Stadium organised by Real Madrid.”

In parallel, the Valencia Region Tourist Board has launched a new five million euro (£4.4 million) global marketing campaign to promote the destination – including the Benidorm, Valencia Terra i Mar, Costa Blanca and Castellon brands – both nationally in Spain and internationally in key markets including the UK.
Using the strapline "Intense experiences must be shared", the two-year multi-media campaign is centred around the traveller as generator of content and key influencer through the use of social media. It combines innovative online, social media and street marketing with traditional media advertising and Public Relations best practices.

Regional Tourism Minister , Belen Juste, explains: "Travellers nowadays like sharing their holiday experiences with others on Facebook, Twitter, YouTube or Flickr; they read other people’s comments or travel blogs before planning their holiday; and use their mobiles to stay informed and connected before, during and after their trip. Our new campaign reflects all this, building on some of the initiatives that we have already introduced, such as blogger fan trips, mobile apps and advergames".

Nation Branding in two different rather innovative forms.
Most significantly, both branding approaches give us an indication that the classical, traditional communication campaigns in Tourism have long passed away.

Nations have got a precious product - tourism - to sell and they need to do it well if and only if they still want to remain competitive in such a fierce market.!!

Fage - Greek Yogurt Branding Strategy

The yoghurt production and distribution facility of Fage USA Dairy Industry in Johnstown, New York, US, is undergoing expansion. The plant produces several varieties of its Greek-style yogurt products, for which there is huge demand in the US. The products are marketed across the US and distributed through natural and speciality food stores and supermarket chains. The plant opened in April 2008 at an investment of $148.3m, it employs more than 170 people and has a capacity to produce 85,000t of yogurt annually.

Fage USA Dairy Industry is a subsidiary of Fage Yogurt, a Greece-based yogurt company. Fage Yogurt operates three plants in Greece and is a major producer of yogurt, cheese and milk dairy products. The state-of-the-art yogurt Fage USA production facility, has a floor area of 145,000ft². The two-storey white-coloured building, houses four filling lines and a warehouse and includes four packaging lines, with a fifth line installed in 2011. The Fage USA yogurt plant is equipped with modern technologies and is designed to achieve Fage's authentic recipe. In April 2011, a $26m expansion plan was approved by New York's Planning Board for an additional 19,000ft². The space will be used for the installation of two bays to receive milk and for additional dry storage.

Marketing, as a business activity, aims at satisfying human needs and wants through competitive, differentiated products. The strategic brand development effort of FAGE SA in an international business environment, is of outmost importance for the staggering Greek Economy.

"TOTAL", a flagship brand of the FAGE portfolio, hit UK supermarket shelves in the early 1980’s. It was the first strained FAGE yogurt to be successfully launched in Europe and the numbers of those who love its indulgently rich texture and taste have continued to grow ever since.

Interestingly enough, and as part of competition, the French Dairy firm Danone launched their Greek-style yogurt product range and developed their integrated communications plan, in various European countries.



In parallel, Chobani, a turkish origin firm, has launched fruit-based Greek yogurt style products for the US consumers. A strained yogurt market has been developed for international consumers.

Is it the Greek FAGE, the French Danone or the Turkish Chobani who will manage the largest market share? In my understanding, the niche is there, a significant business opportunity. All it takes is innovative Marketing.

Best Retail Brands 2012

I have got something good for you today. Research pays off. This is the list of Best Retail Brands 2012. The list details acheivements of the Best US, UK, German, French, Spanish and Asian Retail Brands.

Interbrand started in 1974 when the world still thought of brands as just another word for logo. Jez Frampton - the Global Chief Executive of Interbrand claims "We have changed the world’s view of branding and brand management by creating and managing brands as valuable business assets".

History of the Apple Logo - a branding success