Journal of Strategic Marketing Newsletter – October 2020
Journal of Strategic Marketing Newsletter – October 2020
Christmas marketing comes too early… or is it?
How can marketing for Christmas come ahead of marketing for Halloween? Social media users in South Africa suggested those who dared do so should be strung up – and used for Halloween marketing. Seriously, though, WPP agency Kinetic Worldwide says its research in the UK has shown more than half the country’s adult population believe Christmas is more important than ever this year and are already hitting the stores in anticipation. Chief planning officer at Kinetic, Nicole Lonsdale, says: “Our study suggests a remarkable resilience in people’s shopping behaviour and a steely determination among UK consumers to make the most of this year’s Christmas season.”
IMM Graduate School launches two new Supply Chain Management qualifications
From 2021, the IMM Graduate School will be offering two new supply chain management qualifications. Firstly, a Higher Certificate in Supply Chain Management will give students a basic understanding of the field, while also bolstering overall business management knowledge. It is designed to give a view of the processes and inter-relationships across the supply chain that enables organisations to create sustainable value. Then there is the Bachelor of Commerce Honours degree in Supply Chain Management, an essential qualification for those aspiring to specialise in the discipline. It places an emphasis on problem-solving, equipping graduates with the knowledge on how to approach various unorthodox situations. For more information on these new qualifications, please visit www.imm.ac.za
The colour red
The Pantone Colour Institute found itself in the news after collaborating with Swedish feminine products brand, Intimina. Pantone created a new colour, Period, which it describes as an “energizing and dynamic warm red shade encouraging period positivity to serve as the visual colour identifier for the Seen + Heard campaign; a campaign whose purpose is to inspire national and international conversations about periods through creative ideas that portray periods sympathetically and accurately”. But it seems it might have not quite hit the mark as women say it looks nothing like menstrual blood and label it a “gimmick”.
Liberty is ‘in it with you’
Insurer Liberty has made major changes to its marketing with a brand refresh and new messaging following the coronavirus pandemic and consumers’ desire to embrace more ‘human’ brands. Chief Marketing Officer Thabang Ramogase says Liberty wants a more holistic relationship with its clients, to be there for them in the best and worst of times, hence the payoff line, ‘In it with you’. As Ramogase says, “People need more than just new products, advice and expertise. If they’re trusting a financial services provider with their money – even their livelihoods – they need to know that the people in charge of such important investments care about them, and truly understand them.”
The fine life, with Snoop Dog
The Corona beer brand has had a pretty strange year. A name associated with a dreaded virus. What do you do? Well, it kept quiet for most of the year. But now, ahead of the holiday season, it has unveiled its new La Vida Más Fina (the fine life) campaign. And in the pound seat, is the inimitable Snoop Dog. The brand says in a press release, “the campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play”.
Mondelez diverts travel, consulting and real estate funds to digital marketing
Mondelez is taking a new approach to its marketing. The global snack food manufacturer is diverting its travel, consulting and real estate funds to marketing and advertising efforts – and most of that spend will be on digital (rather than TV commercials). Company CFO Luca Zaramella told the Wall Street Journal he hoped the renewed focus on marketing would help them retain their recent sales gains in North America and stimulate demand in other markets. The company, in 2019, spent $1.21 billion on advertising.