Winning in a declining category, with Grant McKenzie, Ex-CMO, Asahi
Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?
But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.
His view: “It might be easier to make money in a declining market than it is in a growing one.”
Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.
In this episode of The Persuasion Game podcast, he shares his experiences about the different levers marketers can pull to grow in a category that’s in decline.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:51) Strategies for growth in declining categories
(04:08) How Grant tripled beer sales
(05:54) Look for the people who’ve given up
(19:52) Innovation and Long-Term Strategies
(22:05) Private labels
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28:57
Three steps to portfolio success: Learning from leading brands with Steven Melford
This episode of The Persuasion Game podcast is about the three things you have to do as a brand to get your portfolio strategy right.
Our guest this week is Steven Melford, who co-founded The Forge 12 years ago.
Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future.
We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities.
This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands.
Links:
Steven’s article: Why your portfolio could be getting in the way of your growth ambitions
CREDITS:
The secret to a winning portfolio with Sally Smallman, Diageo
Julian Gomez Part 2: Unlocking brand portfolio growth
Breaking through in innovation with Jane Buck, Cadbury
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:29) Understanding Portfolio Strategy
(05:04) Distinctiveness in Portfolio Strategy
(10:33) Challenges and Opportunities in Portfolio Strategy
(16:18) Consumer-Centric Approach
(21:28) Future Value and Market Trends
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29:57
The key to brand success? Look after the core - with Amit Singh
“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.”
The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.
In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company.
Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa.
He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
(02:04) Defining and Evolving the Core
(06:17) The Importance of Consumer Insight
(13:08) Reframing the Core for Growth
(23:10) Innovation and Core Synergy
(26:29) Concluding Thoughts and Reflections
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29:20
5 steps to innovation magic: Lessons from leading FMCG brands with Dan Quinn
In this episode of the Persuasion Game podcast, Adam and Laura sit down with Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation.
Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands.
This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CREDITS:
Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo
https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg
Playing the innovation long game at Asahi with Grant Mckenzie
https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq
Breaking through in innovation with Jane Buck, Cadbury
https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp
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29:55
The secret to a winning portfolio with Sally Smallman, Diageo
What is the ‘secret sauce’ to managing a portfolio of category-leading brands? Who better to ask than Sally Smallman, the Global Consumer Planning Director for Whiskies at Diageo?
In this episode of the Persuasion Game podcast, Adam and Laura sit down with Sally to do just that, exploring the challenges and opportunities managing multiple brands presents.
Diageo owns some of the most famous whisky brands in the world, and at various price points. Sally shares her experiences of protecting heritage whilst maintaining relevance, gives us an insight into the ‘Diageo bible’ on how to build brands, and tells us why increasingly there’s a focus on growing a category as a whole to benefit your brand.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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