Coles Supermarkets - C R M -

I think every Australian used to do some shopping in Coles Supermarkets.Nowadays, Coles has 745 supermarkets, slightly behind Woolworths which has 867 supermarkets. While the Coles’ strongest competitor - Woolworths reported that its third quarter food and liquor sales grew 2.9% on year; sales in Coles grew more than that, which is 4.1% in the same period. Coles also outperformed Woolworths when comparing sales at stores open for at least a year, with its food and liquor sales rising 2.7% while Woolworths reported no growth.

Australia has one of the most concentrated food retailer sectors in the world. With a population of 22.7 million, Australia is significantly smaller in size than the USA and UK, while it has more supermarkets per capita than the US and nearly triples lager than the UK (Stuart Alexander Marketer distributor, 2012). In Australian total household expenditure, food and non-alcoholic beverages account for over 17%.

Coles and Woolworths as two major grocery chains in this mature market, occupy 80% market share of Australian food retailing market. These two food retailers controlling such a significant share of Australia’s retail food sector indicates that Australian food retailing industry is a duopoly. Food retailing market structures characterised as duopoly generally involve barriers to entry, which restricts new food retailer entering the market. 

Coles Supermarkets claim to have extensive CRM capabilities. Moreover, Coles apparently has em has embraced CRM most openly within the industry. 
Coles Supermarkets have made significant investments in loyalty programs, such as FlyBuys, Coles Mastercards etc. 

Loyalty Program --
Flybuys
Flybuys is a joint venture between Coles and the National Australia Bank. According to promotional material, more than 2.7 milllion households in Australia participate in this shopping reward program, which can make their everyday shopping count for over 1,000 reward choices. 
Signing-up is free of charge
&
various industries have joined the FlyBuys network (ranging from travel agents to hotel chains)


 ARE YOU THE FLYBUYS MEMBER NOW?  

The battle of the big two supermarkets is to heat up with Coles appointing its first loyalty scheme agency to manage a program that will rival Woolworths Everyday Rewards.

According to Lavender Communication Group, Lavender will handle Coles’ customer relationship management (CRM) program, FlyBuys. It’s unclear if Coles will rebrand the program.

Earlier this year, Coles took full ownership of FlyBuys after buying out National Australia Bank’s 50% stake. FlyBuys was launched in 1994 and claims to be Australia’s oldest loyalty program, with more than 10 million members.

A Coles spokesperson confirmed the appointment to AdNews: “Coles has appointed Lavender to work with us on direct marketing activity for FlyBuys. We felt it made sense to engage a direct marketing agency to support us as we look to reinvigorate the program.”

As a FlyBuys member, I'm very enough to having further discount when I'm shopping. & Coles Supermarkets are running the Lower-price Strategy recently, which being more attracting to me~


Did you do shopping in Coles Supermarket frequently? How do you think about Coles' loyalty programs?  Do you think they can be more better~~ don't mind to share with me~

Luxury Goods e Marketing in China

How do you think about China?   if the first thing came into your mind was 'a developing country', then my findings will surprise you ~

China is expected to account for over 20% of the world's luxury goods market by 2015, according to recent research conducted by McKinsey. Accord to CCTV- international indicated that, China has overtaken the US  to become the world's 2nd Largest Luxury Market...  < read more please click here... China-the world's 2nd largest luxury market>

As can be seen in the graph above, we see a realistic, “addressable” market amongst the world’s populace who have an income of over US$30,000. 
Red color stand for China -- is the only region that’ll experience exponential forecaste growth from now to 2025. 
These figures point to how crucial it is for a brand – especially in the luxury sector – to follow the new money to China and other parts of Asia.




As Uché Okonkwo, Executive Director, said that
"Luxury is neither a product, an object, a service nor is it a concept or a lifestyle. It is an identity, a philosophy and a culture.”


In my opinion, Luxury marketing is difference from other retailing marketing; furthermore, China luxury market is difference from other countries' marketing, in particularly, social media.


Digital is Different
In China, not a single global Internet leader is No.1
The proliferation of SNS plaforms, BBS sites, and other digital channels present a challenge to marketers. The environment favors brands that adopt nimble. 


The social media landscape in China is dramatically different --
Industry leaders, such as Facebook, Google, Youtube and Twitter are non-factors in Chinese Luxury goods market? the main reason I think is because of most of these social media are blocked in Chinese Internet > 0 <   instead of them are Chinese local platforms like Baidu, Youku, Sina Weibo.

L2 also compiled a list of the brands with most followers on Sina Weibo in which the ex-Swedish, now Chinese brand Volvo is at #8:

Actually, doing social median in Sina Weibo is similar to my last topic viral market. The followers in Sina Weibo are a group of fans of luxury brands, and these followers will share the luxury brands' Weibo site to her/his friends to join in.    

Personally, I log in Sina Weibo everyday and frequently; I have more than 400 audiences follow me in my site, meanwhile 6 of them are luxury goods' purchasing agents who from difference countries. The luxury goods' purchasing agents will update frequently  in Sina Weibo about their new arrival luxury goods brought from other countries and @ me (which means their message will appear in your homepage when you open your homepage), they offer cheaper prices than in Australian luxury retailing stores.

Viral Market_ New Marketing Play Rules

Imagining, you are now charged with announcing a major new attraction,what you will do? 




In the old marketing play rules --
 you pull out your wallet and spend millions to buy your way into people’s minds
>> interrupting your potential customers with TV spots?
   billboards by the side of the highway?
   hire a big PR agency to beg the media to write about your attraction?






In the new marketing play rules --

(I think everyone know about Harry Porter~ who is his fans, raise your hand!)


Word-of-mouse spreads your ideas for free?'  yes, Cindy Gordon did that when she launched <<The Wizarding World of Harry Potter>>.

 when 7  = 350,000,000 

 Gordon just told seven people about the new attraction

"=" or even ">"

other large entertainment companies was spending millions of dollars to interrupt everyone in the country with Super Bowl TV ads + blimps + direct mail + magazine ads!


How could she do that ? --


Gordon launch The Wizarding World of Harry Potter by first telling the exciting news to a very small group of rabid fans.
7 people at the top Harry Potter fan sites were hand-selected by Gordon’s team, with Warner Bros. and Rowling herself providing input about the choices. These seven were invited to participate in a top-secret Webcast held at midnight on May 31, 2007.

Soon after the Webcast, the team sent an e-announcement to their in-house, opt-in email list of park guests so they could hear the news directly too. Team members also sent the e-announcement to friends and family.

They did not hire an agency,they did no widespread outbound media relations, no marketing stunts, no CEO conference call, and no expensive advertising. 


-- provide a place for bloggers 
-- offer the media to link to for information on the theme park 
-- putting fans first


Gordon’s team launched 《The Wizarding World of Harry Potter》 through social media, they were able to run the entire promotion in-house, with a very small marketing budget and a tiny development team.




I believe that ‘there is no free lunch in the world' & any dissemination of information should pay.
But why there are so many marketers think viral marketing is free? the enthusiasm from target consumers, who here are Harry Porter's big fans,is the mainly powder of spread ~ those big fans are most willing to share their information to other,then other fans happy to join in, then the group ceaselessly growing.

A virus doesn't even have to mate -- he just replicates, again and again with geometrically increasing power, doubling with each iteration:

1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111

~   In a few short generations, a virus population can explode.

Irresistible Online Branding

 Let's face it -- Online Branding is essential to your success ! 




>> Whether you are attracting your audiences or building your client base, to build your brand is more important than ever to have an online presence. 




According to Internet Marketing (2009), branding involves not only the name or logo associated with a company / products, it covers much more. 


so, What is BRADING? let's see the video~

Branding plays an integral part behind your success. 
Your Brand is your identity on the web and differentiates you from your competitors. 




When making purchases online, most people prefer to opt for brand name. 
That means, it should be appreciated that branding enables marketers to raise the price of their products and continue to increase sales volumes, alongside. This is the precise reason 'why internet marketing success?' --  it's so much depends on the consumer's 'brand awareness'. 


The internet is providing your audience with a huge of options. With so much competition in this market, there are so many ways to reach out to customers ~

Online branding is a way to inform potential customers about your products or service. Meanwhile, it is your opportunity to persuade them through your good content that you are the best choice to them to do a business.


Online branding decides the perception of targeted audience toward to your products / service. Leave the conceptualization & evolution of your brand in expert hands, to be handled with both passion and care. 

Online Branding is all about communication & good relationships. If your brand online perceived as the expert / the one with the best product or service, customer will flock you.

<read more about Online Brand -- /online-branding/ >






Brand is dependent on the perception of customer, which influenced by the add-value characteristics of the product. 

Internet Expands your Horizons  

Wider audience

>>  a specialty watch shop no longer has to cater only to local customers, a online branding enables the business owner to market to a much larger audience. 

Having an online presence are many-fold, you suddenly have access to a worldwide audience.

Instant feedback
>> With all the search and analysis tools available on the Web, it’s easier than ever to track what kind of effect your Web site or blog are having. With programs like Google Analytics or Woopra, you can install a tiny piece of html code into your Web pages and get back all kinds of useful data about how many visitors you're getting on your Web pages, how long they stay and what links they click on.

i.e. Google Alerts enables you to see what people are saying about you or your company. Simply set up an alert for your name, and the program will e-mail you, based on your preferences, whenever your name or business’s name comes up on the Web.

Social Networking Sites a Branding Mecca
>> With the phenomenal growth of social networking sites such as Facebook and Twitter, there have never been more opportunities to build a solid online reputation than now. People are communicating “in real time” with one another on a variety of venues: Sites such as Wetpaint and Ning enable people with similar interests to connect and share what they know.


click here more ... <http://brandmakernews...>

Creating a brand that does not just exist, but does need to be irresistible!

The name of brand should be provided, along with any services that are offered. This information need to be conveyed to be your consumer in an unambiguous manner. 
The customer need to be motivated for the purchase. 
Your credibility has a big role to play in this choice. Your reputation as an independent seller, online reviews of the product or service for new customers, offers of guarantees or samples, all count while establishing a dedicated client base. 


How do you think about Online Branding?  
Did you think about any brand names for your business? share with me~ 



Best Online Branding  Company in Indian

Ommune is a well renowned name in online branding. They have been receiving hundreds of testimonial saying that they are the Best Online Branding Company in Indian.  They provide a holistic solution, and they will research the demography, taste and age variation of the customers.

read more about ... <ommune >

Reaching a Mobile Audience

DID YOU KNOW that MOBILE MARKETING IS THE FASTING GROWING FORM OF MARKETING TODAY ? 

With increasing people who using smart phones every day, reaching a mobile audience can be your competitive advantage. The amazing growth of smartphone adoption & mobile broadband penetration. also with Challenges -- Deliver a unique mobile ad experience for top brands in an emerging media market. 

In keeping with the trend of mobile web users who are aimless browsing (less likely to enter a URL or stumble across a website), a direct approach is often more effective in the successful mobile site. 

A targeted mobile advertising network needed to deliver exciting mobile advertisements to their clients for this emerging media market (i.e Jumptap

 ~ Discover this & more in this short video ~

>> Jumptap, the leader in mobile search, uses search & browse behavior to match ads with relevant content; so the ad will get in front of the right customers. 

Jumptap understands mobile audiences 

1. They patented targeting technology, exclusive data partnerships & carrier relationships give us unparalleled insight into the mobile landscape; 

2.they use data to help them create the most effective programs for advertisers~  delivers the right information to the right user in the right format which would build up the loyalty customers. 

The mobile phone presents accurate audience measurement. Moreover, the mobile phone is available at the point of creative inspiration, it captures the social context of media consumption.  

< More infor about Pros & Cons of Mobile-Marketing >

"HOW TO REACH THE MOBILE AUDIENCE ?"

According to Bright Side of News (2011), a recent Nielsen report illustrates that among smartphone users, it is 3-way tie between BlackBerry RIM smart phones, Apple iPhones, and Android-based phones. As can be seem in the following diagram: 

What a wonderful thing that mobile offers amazing targeting & ad delivery flexibility! 

>>> To reach the widest base of mobile users, an SMS or MMS campaign would be more effective than developing a mobile app or using mobile display ads, since regular cell phones greatly outnumber smartphones. 

>>> To reach early tech adopters & mobile shoppers, u should add to ur mobile marketing mix some sort of smartphone marketing (whether it's with an in-app text banner ad or a more advanced mobile video pre-roll ad).

>>> To reach specific demographics of mobile users, u would also adjust ur mobile marketing stratgy & channel selection according to usage trends.   

<how-to-reach-the-fragmented-mobile-audience>

How do you think of Mobile ad? (is it make varied your life or trouble ur life?) 

Are you a mobile audience of some brands or companies?

Look forward 2 u to Share yoUR experiments with me ~

CRUNCHBASE (Jumptap) -- a mobile ad network and the leader in targeted mobile advertising.

Reaching 107 million mobile users in the U.S. and 156 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third-party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale.

Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers, which through its large network of premium publishers and apps, and constant campaign optimization. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT reports.

Click here <More about Jumptap...>