MMK277 Marketing Management @ Deakin
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MMK277 Marketing Management @ Deakin
Deakin Library's Resources on Branding and Marketing
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Majority of supermarket shoppers now prefer private label brands, according to Canstar

Majority of supermarket shoppers now prefer private label brands, according to Canstar | MMK277 Marketing Management @ Deakin | Scoop.it

"PRIVATE labels have finally taken over.

The majority of Australians now tend to buy private-label groceries over big-name brands, according to consumer research company Canstar Blue."

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Uncle Tobys oats maker penalised by ACCC for misleading 'superfood' protein claim

Uncle Tobys oats maker penalised by ACCC for misleading 'superfood' protein claim | MMK277 Marketing Management @ Deakin | Scoop.it
A popular healthy food producer has been penalised $32k for exaggerating the benefits of its oats.
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Why Grizzling, Whinging & Unhappy Customers Are A Marketer's Best Friend

Why Grizzling, Whinging & Unhappy Customers Are A Marketer's Best Friend | MMK277 Marketing Management @ Deakin | Scoop.it
If your customers despise your guts and vent their spleens via social media then you're in luck says this goodly doctor.
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“We Have To Evolve How Brand Advertisers Measure”: InSkin Media’s Chief Commercial Officer

“We Have To Evolve How Brand Advertisers Measure”: InSkin Media’s Chief Commercial Officer | MMK277 Marketing Management @ Deakin | Scoop.it
Six and a half years ago Steve Doyle, chief commercial officer at online and video advertising company InSkin Media, joked with his mates at the pub they’ll get people off click-through rates. “They won’t be worried about click-through rates,” reminisced Doyle, “because we’ll be able to talk about interaction levels and brand awareness and dwell …
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Experiential: what is the ultimate ROI?

Experiential: what is the ultimate ROI? | MMK277 Marketing Management @ Deakin | Scoop.it
Rinsed's Simon Micarone looks to create a buzz around experiential advertising.
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New Glad wrap cutter crisis: customer complaints spark reversal of box innovation

New Glad wrap cutter crisis: customer complaints spark reversal of box innovation | MMK277 Marketing Management @ Deakin | Scoop.it
A swarm of customer complaints has forced Glad Australia to backpedal on a product innovation to its cling wrap cutter.   Despite supposedly being based on customer research, the new ‘upside down’ metal cutter blade on the Glad cling wrap box (moved from the bottom of the box to inside the lid) has proven unpopular… even anger-inducing. “My boyfriend threw it over the fence when he used it,” wrote Kerry Holmes on the brand’s Facebook page. Kerry Boulton described it as “60 metres of torture”, wh
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2013 Vertex Awards Gold Winners

2013 Vertex Awards Gold Winners | MMK277 Marketing Management @ Deakin | Scoop.it

From amidst the scattered flour and delicious smell of cookies and muffins baking, comes the rewarding satisfaction of home baking, shared by many a generation.

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Video: Shoppers call for more supermarket staff in self-serve checkout backlash

Video: Shoppers call for more supermarket staff in self-serve checkout backlash | MMK277 Marketing Management @ Deakin | Scoop.it

A CONSUMER backlash is brewing over self-serve supermarket checkouts.

The automated checkouts were meant to cut delays and the length of queues.

But long queues have emerged at some stores, leading to calls for a return to more staffed counters.

Footage has emerged of a supersized line stretching the entire length of one CBD store.

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Bai Yunfeng's curator insight, July 14, 2015 1:32 AM

KEEP A BALANCE BETWEEN SELF MACHINE AND STAFFS.

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Qantas goes retro to celebrate flying kangaroo logo’s 70th birthday

Qantas goes retro to celebrate flying kangaroo logo’s 70th birthday | MMK277 Marketing Management @ Deakin | Scoop.it
Qantas has taken a step back in time by painting 'retro' livery on one of its new Boeing 737 aircraft to celebrate the 70th anniversary of the flying kangaroo's first appearance in the company's logo.   The airline says the design is a tribute to 70 years of the iconic 'flying kangaroo' brand mark, which first appeared in 1944 in a roundel with the words, 'Qantas Empire Airways Kangaroo Service'. To celebrate, a brand new Boeing 737 has been painted with an ochre strip and typography from the 70s, and the tail fin has a winged kangaroo that first appeared…
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The biggest threat to Maccas and Coke

The biggest threat to Maccas and Coke | MMK277 Marketing Management @ Deakin | Scoop.it
THE hospitals of the Truman Medical Centres (TMC) in Kansas City, Missouri no longer serve fast food in their cafeterias, after ending a contract with McDonald’s in 2012 — two years ahead of schedule.
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What are the three worst industries for customer satisfaction?

What are the three worst industries for customer satisfaction? | MMK277 Marketing Management @ Deakin | Scoop.it

The three worst industries for customer satisfaction are advertising and marketing services, real estate agents and recruitment agencies, a survey has found.

 

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Starbucks – why are you still here?

Starbucks – why are you still here? | MMK277 Marketing Management @ Deakin | Scoop.it

They’ve tried and failed since 2000, but mega chain Starbucks is under new ownership in Australia and attempting to once again conquer our coffee loving shores, but do we want them to?

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In the age of e-biquity, are brands irrelevant?

In the age of e-biquity, are brands irrelevant? | MMK277 Marketing Management @ Deakin | Scoop.it

Jon Bird asks, is the importance of brands fading?

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Why Netflix should worry media titans

Why Netflix should worry media titans | MMK277 Marketing Management @ Deakin | Scoop.it
Moguls may believe an internet company can't take over the entertainment world, but that's what US retailers said about Amazon.
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Samsung, Ikea, Coca-Cola, NAB and Kleenex head list of Choice Shonky Award winners for 2015

Samsung, Ikea, Coca-Cola, NAB and Kleenex head list of Choice Shonky Award winners for 2015 | MMK277 Marketing Management @ Deakin | Scoop.it

Ikea's "leather" couches, Kleenex's "flushable" wet wipes and NAB's "low" rate credit cards have each snagged a Shonky Award for delivering the opposite of what was sold to consumers.

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David Jones was savvy to sign Adam Goodes as brand ambassador, says Roy Morgan

David Jones was savvy to sign Adam Goodes as brand ambassador, says Roy Morgan | MMK277 Marketing Management @ Deakin | Scoop.it
Roy Morgan Research has released analysis showing David Jones’ choice to enlist Adam Goodes as one of its seven new brand ambassadors was a smart one.
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Digital Brand Advertising Suffers From Poor Measurement Says CMO Council study

Digital Brand Advertising Suffers From Poor Measurement Says CMO Council study | MMK277 Marketing Management @ Deakin | Scoop.it
Advertisers remain skeptical about digital metrics even though they want to put more money in digital brand advertising.
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Social media fury reveals the customers always write

Social media fury reveals the customers always write | MMK277 Marketing Management @ Deakin | Scoop.it
It wasn't supposed to be hard, and certainly not dangerous. Sharon Lee, like tens of thousands of Australians over the festive season, pulled out a fresh roll of Glad Wrap to cover the leftovers of a scrumptious feast.
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There is now an awards program for private label brand packaging design, and a NZ firm has taken top prize

There is now an awards program for private label brand packaging design, and a NZ firm has taken top prize | MMK277 Marketing Management @ Deakin | Scoop.it
The Vertex Awards are a new international award program devoted exclusively to packaging design for private brand product ranges. The brands or private labels entered are those owned by large retail groups ranging from supermarkets to pet care chains and hardware stores. This year’s inaugural awards received entries from over 11 different international markets. Winning ‘Best in Show’ and four gold medals for their designs, Brother Design won with its packaging designs for the Pams private label
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The science of segmentation

The science of segmentation | MMK277 Marketing Management @ Deakin | Scoop.it
Like so many of marketing’s foundations, segmentation has been rocked by the data revolution, but it’s nothing without the art of good strategy, writes Chris Byrne.   The concept of dividing a market into manageable, understandable and targetable chunks is one of the foundations of marketing and, like so many of marketing’s foundations, segmentation has been rocked by the data revolution. Big data is a double-edged sword for marketers. On the one hand, it offers a wealth of information with whic
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Alica Unruh's curator insight, February 2, 2015 7:24 PM

How to develop a personalized marketing using big data.

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Ignore your sustainability policy at your peril

Ignore your sustainability policy at your peril | MMK277 Marketing Management @ Deakin | Scoop.it
Slapping a recycling logo on your product is no longer sufficient sustainable marketing practice, writes Tania Crosbie. Here she shares her top five tips for marketers take their sustainability communications to the next level. It’s crunch time for marketers. No longer can marketing teams and their agencies get away with disregarding their organisational sustainability policies. Why do I think that? Because we’ve had a few clangers lately. Remember the Telstra iPhone 6 ad, where the man opens the packaging and throws it away so that a crab becomes stuck in it? Not a great example of environmental responsibility – and…
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Protest over Big M chocolate flavour change forces return to original recipe

Protest over Big M chocolate flavour change forces return to original recipe | MMK277 Marketing Management @ Deakin | Scoop.it
THE boldest flavour change in Big M history has left a bitter taste in the mouths of traditional chocolate drink lovers.
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How to recognise a broken customer experience and do something about it

How to recognise a broken customer experience and do something about it | MMK277 Marketing Management @ Deakin | Scoop.it
As a consultant I sometimes spend more than a reasonable amount of time on planes. Recently I travelled between New Zealand and Australia several times over the course of one week. During one of my many visits to an airline lounge I met the chief executive of an Australian retailer. He asked me what I did for a living, and I explained that our company is a customer experience and digital innovation consultancy. His response was as follows: “I hear people talking about customer experience a lot but don’t businesses already know everything about their customers? Isn’t the experience obvious?”…
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Share a Coke campaign post-analysis

Share a Coke campaign post-analysis | MMK277 Marketing Management @ Deakin | Scoop.it
Share a Coke campaign post-analysis Campaign:Share a Coke Client: Coca-Cola Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean Background With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. In addition, summer has always been a key sales period for Coca-Cola. With the introduction of new products, brand…
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Peak tattoo? The end of body art rebellion as corporate logos get under the skin

Peak tattoo? The end of body art rebellion as corporate logos get under the skin | MMK277 Marketing Management @ Deakin | Scoop.it

How far are consumers ready to go to show their love to brands? As the BBC recently noted, tattoos representing brands are getting more and more common. But why? And what does it tells us about the psychology…

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