Responsible marketing and managing social media to build brands


Soft drinks are a widespread part of many diets, obtainable in a range of flavours and marketed to both children and adults alike.  BDCMI have an extensive history of insights into the beverage category, seeing the growth of coffee over tea in the Australia, wine over beer, and the emerging cider culture as consumers and companies alike navigate new paths. 

Business seeks to understand what defined the historical changes, what made drinking water cool, how we moved to consuming soft drinks at breakfast.  Marketers need to know what to remove or to add to add value.

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Knowing your brand in a competitive market

Blog By Ross Hendy- GM Strategy
Australia has a population of just on 23 million people and a median income of $67,000 per year (2012 average) making Australia one of the highest income earning countries in the world. Consumers are knowledgeable, brand savvy and value conscious, they have freedom of choice and have a wide network of outlets from which to purchase a wide repertoire of like products. It is for this reason that you need to position your brand in Australia with a point of difference to that of your competitive set. Importantly, you need to research and understand those competitive brands that are playing in the same segment or space as your brand. You need to be actively aware of their pricing by retail segment, their brand proposition, their product portfolio, their promotional activities and their channels of participation.
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New models for customer engagement

Using a diverse approach in finding solutions then creating something new that works, is a good description of the model some companies are beginning to use to establish a market edge. There are many emerging problems that need to be dealt with in the current economic climate and a divese approach gives us more possible solutions.

Companies are working to develop expressions of social responsibility by creating approaches that motivate and allow people to shift to more sustainable behaviours. By identifying behaviours needing to be changed and alternative behaviours to be adopted, a company can create a lot of social goodwill that can be translated into brand loyalty.

In the case study; Unilever asks "what stops people from adopting the new behaviour?" "what can get them to start?" and then "what can get people to stick with the new behaviour?"

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Sustainable corporations: Case study Unilever CEO Paul Polman shares plans for global sustainability

The importance of corporations espousing social values as part of their business policy gives companies an opportunity to make a positive impact. Responsible behaviour today is more transparent than in previous times. Social media provides the opportunity for consumers to engage with a company. Single-minded profit-only motives for business are a thing of the past. Social and personal cohesive strategy can be put in place that minimise a company’s negative impact and instead provide a positive contribution to the world means that good will and sales are achieved as the result of adhering to higher social goals. Social media can then reinforce these goals and consumers can participate and see the progression of these goals.

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