Boring It’s How We Shop and Market

The Marketing Plan

The net take away of the research was that small brands grow by getting people to try them (the importance of distribution and reach); large brands grow by substitution. People don’t generally change their consumption habits. If you brush your teeth twice a day, you’ll probably keep doing that. If your family drinks eight liters of soft drinks per week, it probably won’t increase to 10. So, you buy the usual bottle of Sunny Delight, tube of Colgate toothpaste and can of Glade air freshener, and you don’t buy the equivalent bottle of Coke, tube of Crest or the can of Wizard.

So what kind of communication plan does that point to? Continuous. Boring. Exactly the same way in which we make shopping decisions. As we move toward an integrated view of the marketing world, we can see:

1. Distribution and reach are key to share growth
2. Loyalty is a secondary but important factor
3. Media is not going to drive the decision, the message is

Additional articles by Marcelo Salup:
?Two Guys Walk Into A Bar
?In Advertising, Persistence Wins the Day