How to beat shrinkflation

Mar 18 2018

Shrinkflation, an unpopular term among consumers, is the process of items shrinking in size or quantity while their prices remain the same. Manufacturers engage in this practice to make money. Angelique Ruzicka has some tips on how to beat them at their own game

Manufacturers often want to increase their prices, but don’t want to do so in an obscene way that may lead to them being labelled “the bad guys”. But if they are facing margin pressure, they have to find solutions. So, what do they do instead?

They reduce the size or the number of portions while keeping the packaging the same.

Alternatively, they use less of the more expensive ingredients and puff up the product with cheaper contents.
This results in manufacturers paying less to produce an item while the consumer pays the same price or more.
The payoff is that the consumer does not notice this shrinkage as the […]

2018-03-27T10:45:48+02:00Mar 27th, 2018|Environments, Ethics, Marketing, Recources, Syllabus Topics|

Ad firms use tools to read your mind

Dec 24 2017

New York – More and more advertisers are trying to tap into the unconscious to tap into the invisible forces that drive those spending decisions.

Using gadgets to track eye movements, computer maps of faces to capture a momentary grin (approval) or squinting (anger), and sensors to measure perspiration or monitor brain activity, companies are mining consumers’ raw emotions for information.

Traditionally, ad firms have measured the success of their campaigns through consumer surveys, but that technique has its limits.

“It’s not that people won’t tell you, they actually can’t tell you why they’re making the decision they’re making,” said Jessica Azoulay, vice president of the market intelligence practice at Isobar, a digital marketing agency.
The new techniques recognise that our purchase decisions are driven by both rational and emotional factors, and reflect research showing the brain takes in information on different levels.

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2018-03-27T10:21:35+02:00Mar 27th, 2018|Marketing, Recources|

Consumers likely to buy after watching video – research

Feb 22 2018

Cape Town – Consumers are 64% more likely to buy a product after viewing a product video, according to Desiree Gullan, executive creative director at G&G Digital.

In her view, visual marketing – in the form of photography and video – is no longer a “nice-to-have” for brands, but a “must have”. Video content actually represents 74% of all internet traffic.
“When people hear information, they’re likely to remember only 10% of that information three days later,” explains Gullan.

“If an image is paired with that same information, people retained 65% of the information three days later.”
Consumers “buy with their eyes” and are led by how brands make them feel.

“Captivating videos and professional photos cue quality and credibility. Consumer attention is scarce and a first impression can be the difference between being engaged with or ignored, she adds.

“In an ocean of online videos and photos, there simply isn’t […]

2018-03-27T09:16:28+02:00Mar 27th, 2018|Marketing, Recources, Syllabus Topics|

Ask Georgie: PnP under fire for Smart Shopper points

Our thanks to Tony Timm for once again sharing a most interesting article with us

When Pick n Pay introduced its rewards programme, Smart Shopper, in 2011, its success was so stunning it took the retailer by surprise.
For every R100 spent, shoppers would receive R1 back in cash-back points, which were initially valid for three years. On certain items, it offered double or triple points, or instant savings. It’s no surprise that Smart Shopper has been voted the country’s favourite rewards programme.

The impact on the bottom line forced the retailer to reassess its offering to its 10-million-plus card-holding customers, so last April, it halved the value: for every R200 spent, customers receive R1 in cash-back vouchers.
On January 1 this year, PnP introduced a new policy, expiring Smart Shopper points 12 months after they were earned.
The move’s not gone down well with many shoppers.

David Ramsay wrote to complain: “I have been an […]

2018-02-06T18:49:07+02:00Feb 6th, 2018|Environments, Ethics, Marketing, Recources, Syllabus Topics|

Three Objectives of Brand Awareness

By: Lea Nathan

Marketing strategists agree that brand awareness in any industry gives that company an edge. Brand awareness accomplishes several objectives for companies seeking to increase sales in the marketplace. A brand awareness campaign needs to be flexible enough to grow with the company and adjust if needed. The company should seek to build customer awareness, promote its website and add value.
Brand awareness follows a certain process, although customers do not usually think through these steps when choosing a product. First, the customer has a perceived need for a product. In many cases, he will seek information on what product to buy. He will often evaluate his alternatives, although in some cases, such as in buying a drink, he may simply buy what’s convenient. At the same time, he will place a value, both financial and personal, on the product he plans to buy. After he buys your product, he […]

2017-12-18T17:29:34+02:00Dec 18th, 2017|Marketing, Recources, Syllabus Topics|

Advertising vs. Marketing

By: Jeffrey Glen
Advertising and marketing are concepts that many people consider to describe the same thing, selling a product or service to the marketplace. However, they are distinct concepts and understanding the difference is important to ensure you give due attention to each. This article will help explain the two concepts so you can clearly approach both advertising and marketing for your business.

Marketing refers to the strategies and preparation you do to get your product or service ready to sell and identifying the target customers for your product. Marketing is a long term forward looking process whereby you determine how you’re going to package and brand your product and design it to appeal to the target market you seek to capitalize on.

Read more @ …

2017-12-18T16:50:30+02:00Dec 18th, 2017|Marketing, Recources, Syllabus Topics|

5 Key Customer Service Mistakes You Need to Avoid

Customer service is the backbone of a successful business. It could be the difference between good reviews and repeat customers, and word getting around about negative customer experiences and people avoiding your business altogether.

Given that customer service is so important, it is valuable to know some of the most common customer service mistakes. Customer service experts lent their expertise to Business News Daily and shared how to avoid them.

The mistakes
1. Over-automation
Just because it can be automated does not meant it should be, and it also does not mean the automation will automatically translate into cost savings.

Don’t automate just because you can. Avoid erasing all personalization and direct contact with the customer. When possible, provide a variety of different communication modes, as some customers prefer online chat while others want to talk to a person over the phone.

Read more @ …

2017-12-14T09:49:13+02:00Dec 14th, 2017|Marketing, Recources, Syllabus Topics|

4 ways retailers can boost the product discovery experience

By Pavan Sondur – Dec 7th, 09:51
What defines the marketplace of the future?

Data from Statista suggests ecommerce sales will touch $4.5 trillion by 2021. Interestingly though, 94 percent of all retail sales still take place in stores. What does this mean for the etailer or the retailer of the future?

The digital-first consumer of today is not limited by boundaries and is exposed to a plethora of information across different forms of media. The winning strategy — for any retailer interested in this new generation of customers — is to have a strategy that is both digital and physical.

But how easy (or difficult) is it for a brand to decode the deeply subjective experience of browsing through the aisles of a store and translate it online?

It […]

2017-12-14T08:40:35+02:00Dec 14th, 2017|Marketing, Recources, Syllabus Topics|

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