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branding

With so much change going on out there, Irish food marketers must be different if they are to succeed.

Speaking at the Marketing Institute national conference, Glanbia Consumer Foods' chief executive Colin Gordon (inset) said companies are now dealing with a far more savvy and media aware consumer, so they really need to engage.

Apple is the best example of what the 'new marketing' is about. Consumers enjoy a huge amount of choice in supermarkets.

A third of all grocery sales are now own-label and the range has doubled since 2001. A big worry for Irish food marketers is Government moves to impose new taxes. Fingers are pointed at sugary drinks and even milk because of the methane gas emissions created by cows.

Consumers like to know where Irish foods originate and want quality products like Cully & Sully soups.

Value is not only about price and special offers.

IBM's vice president of marketing, communications and citizenship, Caroline Taylor, said companies should invest in their corporate character and explain how they are different from other firms.







Authentic

Forget about spin, the customer owns the brand. With social media so prominent, marketers must be authentic and able to stand over claims.

Procter & Gamble's country manager for Ireland, David Cotter, said P&G has shifted from selling to developing emotional ties with consumers through its Mums sponsorship ads. Ariel, Pampers, Gillette and always use messages which suggest the brands touch people's lives rather than just making everyday tasks easier.


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