Q: What’s the right pricing and positioning strategy for FMCG post-Covid-19? Looking at the evidence from supermarket shoppers post-2008 financial crisis, in times like these you don’t want to be a middle-of-the-road brand. You’ll find your consumers flocking to discount and house-brands at one end of the spectrum and premium labels at the other. Positioning as an affordable indulgence will be the winning strategy for many FMCG products. That could mean acting entirely out of category, but not out of character. In a world where a chocolate bar fulfills the same needs for impulse and indulgence as a massage ordered on a treat app, there are no rules, other than to focus on the need and the full customer experience. If that means building one around the product that doesn’t exist, now’s the time to build it. A: Be more premium, become lipstick not ready-salted crisps. This means not just looking, but also acting more valuable. This is part of our FMCG (CPG) Thought Leadership x Covid, read more here. To hear more, or talk to us, please drop us a line.
AnalogFolk Group Events
In 2024, AnalogFolk Group launched our Events Programme, bringing together marketing leaders from brands including Costa Coffee, Diageo, Monzo, Lululemon, Pinterest, and Gant to explore new approaches to brand building.
Help us change the face of creative leadership
AnalogFolk is proud to announce the launch of an exciting and ambitious campaign to address the critical issue of declining diversity and inclusion and lack of visibility of female creative leadership in the industry.