TorchMedia | NEWS


Advertisers bounce back

21 Apr 2011, Posted by TorchMedia in Blog, Grocery, Research

Ad spend bounced back in a big way in 2010, with marketers regaining their confidence as they looked to put the dreaded GFC behind them. The Nielsen Company estimates that ad spend in Australia rose by almost 10% last year, making the media a whopping $10.05 billion advertising market in 2010. And if ad spend is a barometer of sales expectations, brands will be happy to see that retailers were among the most confident spenders. Retailers upped their spend by 6.6%…

Warning! Extreme shoppers on the loose

06 Apr 2011, Posted by TorchMedia in Blog, Grocery

Think price, quality and quantity are the foundations of a shopper’s purchasing decisions? A rethink’s on the cards for one consumer segment identified by a recent American study, and this group presents marketers with one hell of a tough challenge – you can’t even define them by demographics or geography. The report – “Future Buy: Insights and Innovations to Win in the New Era of Shopping” – by Gfk Custom Research, has found a group of shoppers that will “pound…

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…