Mark Mazick

Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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On occasions where people drink Rum, what other spirits do they drink? and how do they mix? Based on 57,678 survey respondents to Growth Scope - Australia's premier source of liquor intelligence. Reach out to understand your category, retailer or brand a little better, and help your brands to perform a little better.

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I love this quick segment with my friend Alessandro Manfredi. It goes right at the heart of the most fundamental question of Profit vs Purpose. Ale very astutely highlights that when done well (ie with authenticity) purpose and commercial success feed from each other! Sharing with my friends at Conscious Capitalism Atlanta and at Chief Outsiders . #powerofpurpose, #profitandpurpose

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As marketeers, it’s our job to make sure sustainability is woven into everything we do, not as a one-off, but as an ‘and’, not an ‘or’.   So how do we support the Diageo Marketing community to talk about sustainability in a way which is accurate, true and authentic?   Sharing my thoughts in the @MarketingWeek article below   #Sustainabilty #Marketing #Creativity 

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How well do you really know your shoppers? Today's consumers and shoppers are being presented with an astronomical amount of choice and are bombarded with hundreds of messages everyday. For brands to stand out, we need to evolve our approach and deliver a meaningfully personal and valuable experience every single time a customer interacts with brands. Shoppers expect to be seen and value - This means anticipating shopper needs and delivering personalized messages, relevant recommendations, and offers that speak to their real-time needs. This is where Precision Loyalty comes in.     By integrating diverse data streams—like point-of-sale and shopper insights— PepsiCo teams are focused on building a complete view of each shopper (#consumerDNA, #CDNA) and each store (#storeDNA, #sDNA) to deliver a more personalized experience. By leveraging some of these #Phygital strategies, this can help better value exchange and surprise and delight our shoppers.      To learn more, read the latest #pepviz article (https://bit.ly/peployalty ) about how PepsiCo is supporting different phygital strategies.      #PepsiCoProud      Kate Garner  Risa Andersen Julie Rubin Ellen Webb  Erin Ness Cathey Ryan Sexton  Shannon Amundson Christopher Yemma  Valeria Rivas PepsiCo Industry Insiders

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What's the difference between brand differentiation vs distinctiveness? I just watched a brilliant Mark Ritson video on this... While distinctiveness (the unique look and feel of your brand) is crucial, it's just one piece of the differentiation puzzle. Ryan France of Kantar also shared his research which shows there are four leading ways to effectively differentiate in the market. The most successful brands leverage at least a few of these strategies: 1️⃣ Distinctiveness (iconic visual identity like Louis Vuitton) 2️⃣ Leadership (category-defining innovation like Tik Tok) 3️⃣ Emotive Clarity (consistent emotional storytelling like Disney) 4️⃣ Functional Benefits (unique flavor profiles like Doritos) While distinctiveness is important — genuine value comes from resonating with consumers in two or more of these ways. "LiMu Emu" - Distinctive "Like a Good Neighbor", "Personal Price Plan" - Differentiated Worth noting that "perceived relative differentiation" is what truly matters here. It's not just about being different; it's about consumers actually recognizing and valuing those differences. For you other marketing nerds out there, check out the links to the full video and article in the comments below. #BrandStrategy #Marketing #Differentiation #BrandBuilding #MarketingStrategy — ♻ Repost to inspire your network to show up for others. ➕ Follow me (Nate Challen) for more like this.

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Yesterday, The Coca-Cola Company announced its third quarter earnings results. Once again, our marketing innovation is driving meaningful global results.     We have clear leadership within our sparkling portfolio, and we’re continuing to grow brands across non-sparkling categories. From successful innovations like Topo Chico Sabores, to our plans to debut Bacardi Mixed with Coca-Cola in 2025, to driving recruitment and growth by leveraging partnerships like the Olympic and Paralympic Games, we remain relentlessly consumer centric.    We’re also using digital technology like artificial intelligence to drive agility, productivity and innovation in our marketing work. With our agency partner WPP, we’re using generative AI technology from NVIDIA to create customizable, locally relevant and on-demand advertisements and point-of-sale imagery. This is driving more effective consumer messaging, faster speed to market and lower costs.     Learn more and view safe harbor here: https://cokeurl.com/50b536  

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Let's take a peek inside Jewel Osco! We're in the hair care aisle, specifically checking out products tailored for black and brown consumers. 🖤🤎 What stands out is the limited selection—just eight feet of space dedicated to these type of hair care products. While it may seem small, it’s important to remember that grocery stores aren’t primarily beauty destinations. This limited shelf space reflects the store’s understanding of customer priorities. As a beauty brand owner most do not launch their vision depending on the grocery store channel to make the first $1M. Most beauty brands build their customer base in other retail places and then go into grocery stores for added accessibility. So, if you're in the beauty industry and aiming for retail placement, it's crucial to ensure your product stands out in this competitive, limited shelf space landscape! Stay tuned for more insights on navigating the retail world. Let’s elevate those beauty brands! 🌟

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Feeling the pinch of Private Label brands? This article has some great insight from our practitioners on multi-functional approaches you should consider.

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Sharing the latest insights from Momentum's global research study WE KNOW Experiences that has a focus on mental wellness. Our research uncovered that, over the last several years, we've seen a greater movement toward acknowledgement and acceptance of focusing on our mental health and that it is ok to not be "ok" all the time. Ask for help, seek help or simply be the help for someone else. Yes, I am talking about brands too! @weknowexperiences #insights2024

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We’re seeing many gains in the economy, but as NielsenIQ’s Mid-Year Consumer Outlook report points out, a lot of people are still having a hard time. Though down from 40% last year, consumers who consider themselves to be struggling or rebounding represent 33% of the population. And yet, despite these financial pressures, people are still finding ways to spend. Many consumers have adopted a purpose-driven spending mindset, cutting back on basics and frills, and prioritizing investments that enrich their lives. They’re shampooing their dogs in the yard, rather than paying for a groomer; choosing private label over named brand; and cutting back on snacks and other nonessentials. WHERE are they spending? On education, health and wellness, and products that truly enrich their lives. To a certain extent, they’re spending smarter. If retailers want to accelerate business and capture this market, your best bet is to drive home a mission. Further research found that purpose-driven organizations increased brand value by 175% over 12 years, compared to 70% growth for brands with no specific purpose. People are still spending, but they’re putting their dollars towards things that matter. #TheFullView #retail #consumerintelligence #shopping #NIQ

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Looking forward to sharing the stage with the fab Dave Lütkenhaus and headline how at Diageo, we are bringing together science and marketing to create meaningful sustainability progress. In this short keynote presentation, we will cover how we are approaching closing the Say-Do gap for consumers, to convert intent to make more sustainable choices, into action. Spoiler alert - it's up to business and brands to provide better options that create a triple win for planet, people AND profit. We cannot comms-our way out of climate crisis. We must create better solutions in pursuit of good growth, with no compromise for any stakeholder.

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THERE ARE INFINITE DEFINITIONS OF BEAUTY. WHAT'S YOURS? Join me in signing Coty’s petition to change the current outdated dictionary definition and examples now: https://lnkd.in/ggjrfVrd. #UndefineBeauty #CotyPride

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Morning beverages are engrained into our daily routines, and U.S. consumers always find the time to have them. Discover how beverages will impact the morning occasion over the next three years with Circana’s Future of™ Morning: https://bit.ly/4eKJ1vs

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Some great thoughts from Jessy Stamates Uzma Rauf and Jill Valiton McIntosh on how to make sure your lower funnel Marketing is efficient and effective!

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Exciting Update For Advertisers! The government's decision to ease the mandate on self-declaration for advertisements brings much needed clarity and relief to the industry. No more confusion or uncertainty! It’s important to note that the SDC applies only to Ads related to health and food products. With this move, advertisers can focus more on strategy and creativity without worrying about cumbersome compliance issues. Kudos to the government for listening to our concerns and taking steps to simplify the process. #Advertising #BrandManagement #Marketing #GovernmentMandate #RegulatoryRelief #ClarityInAdvertising

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Liquid Death: A Media-Free Marketing Masterclass #LiquidDeath #Marketing #BrandStrategy Is it possible to achieve a massive following and reach without spending a fortune on traditional media? Liquid Death, a billion-dollar beverage brand, has proven that it is. Liquid Death has defied industry norms by achieving a $1.4 billion valuation and potential IPO without relying heavily on traditional media buys. Their unique approach to marketing, centered on viral social media content and unconventional collaborations, has resonated with consumers and propelled their growth.  Check out the video which has amassed 3.6 million organic views in less than 4 months! #FMCG #CPG

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Often, we marketeers get bored of our message even before the consumers do. In a world, where moment-marketing grabs bigger headlines than insights, brands seek instant blitzy-success & marketing managers seek shorter stints – new campaigns are the steroid that everyone seeks. A new campaign every season. A new message (with the Brand Manager’s personal insignia!) every year. And a new creative idea, preferably to keep the creative fraternity enthused. What Mark Ritson is saying is terribly boring. And he says it in his trademark irreverent manner. Though, completely out of tune with the current times. He extols marketing discipline, when steroidal shots & funnel-talks draw eye-balls, instead of insightful goose-bumps that wait in the queue for their discovery. So, if you last through his first para, you’ll discover the truth bombs of brand building – 𝘾𝙤𝙣𝙨𝙞𝙨𝙩𝙚𝙣𝙘𝙮 & 𝘾𝙤𝙣𝙩𝙞𝙣𝙪𝙞𝙩𝙮 in Messaging. If mined well (for 𝘙𝘦𝘭𝘦𝘷𝘢𝘯𝘤𝘦), it must have the legs to last long. Just like “𝘒𝘦𝘦𝘱 𝘞𝘢𝘭𝘬𝘪𝘯𝘨” by Johnnie Walker & “𝘑𝘶𝘴𝘵 𝘋𝘰 𝘐𝘵” by Nike. With fiercer contests & fluid times, Brands & their business leaders face their biggest test ever. Of staying consistent. And, of delivering consistently on their promises. Very boring. Damn difficult. But, Extremely rewarding! https://lnkd.in/dZ-uyaDN

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