TorchMedia | 2011 March

March 2011

Riding in-store’s emotional rollercoaster

21 Mar 2011, Posted by TorchMedia in Blog, Grocery

It seems that, for the majority, shopping is felt to be a pleasurable experience. A paper delivered at ESOMAR’s Insights 2011 conference in Brussels last month, describes an attempt to chart and analyse the emotional journey of shoppers in-store, and it makes interesting reading. The shopping visits of the study’s participants were largely characterised by an increasing level of happiness, rather than by negative emotions, but it also found a wide range of emotions that shopper marketers need to consider when planning…

Own-label threat growing

15 Mar 2011, Posted by TorchMedia in Blog, Grocery

Marketing Magazine this month shares a new report by Datamonitor that predicts supermarkets’ own-label food products will generate sales of $24.7bn in Asia Pacific by 2014, compared with $18bn today. What’s bound to worry brand marketers is the consumer thought that seems to be driving this growth. The report claims that 77% of Asia¬–Pacific consumers believe private label options are equal or even superior in quality to well known brands. It seems private label is no longer just about lower prices. “Although…

Coke and Heinz form green team

10 Mar 2011, Posted by TorchMedia in Blog, Grocery

What better place to tell shoppers about your brand’s sustainability efforts than on the shelf with your packaging? This line of thinking has seen Heinz team up with Coca-Cola, using the soft drink manufacturer’s breakthrough PlantBottle packaging – PET plastic bottles that are up to 30% made from plants and have a lower reliance on non-renewable resources compared with traditional PET plastic bottles. To shout about the move, Heinz will use packaging with a special logo and on-pack messages including the…

Shift to brand building gathers momentum

08 Mar 2011, Posted by TorchMedia in Blog, Grocery

Yet another major FMCG marketer has announced its intention to move away from promotions and focus more strongly on brand building in-store. Food giant Campbell’s recently reported increases in its soup sales by volume despite a cut in ad spend. However, at the same time its sales by value slumped, in part due to increased use of promotions. Check out the story here. “We haven’t got the kind of lifts that would have paid for the kind of promotional activity that…

Torch appoints Marketing Director

08 Mar 2011, Posted by TorchMedia in News

TorchMedia has promoted Steve Jones to the new role of Marketing Director. Jones, who has been at Torch for three years as Strategy Director, will manage a team of five and continue to oversee the strategy department. As Strategy Director, Jones was responsible for developing a number of planning tools and overseeing research projects that have helped grow the local shopper media market. Prior to Torch, Jones was Strategy Integration Manager at Australian Radio Network (ARN), and he has also spent…

Get involved and build shopper marketing

02 Mar 2011, Posted by TorchMedia in Blog, Grocery

Shopper Marketing is carving out an important and valued role in the marketing landscape in Australia, but it needs your help to continue its growth. Last year’s inaugural Australian Shopper Marketing & Industry Survey – conducted by POPAI and ShopAbility, and supported by TorchMedia – was an important step in creating benchmarks for the nascent industry and led to a raft of measures to improve the industry. This year, the survey returns to continue to help shape and define Shopper Marketing in…