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Rosemount Reaches the End of the Road
Monday, 15th June, 2015 - David Farmer

As believers search the desert for Lasseter's lost gold reef so it is that marketers at Treasury Wines study crystallography for the perfect diamond shape to revive the fortunes of the Rosemount brand. A recent marketing meeting ended with the cry 'we have found it', the diamond which will have customers grabbing bottles from the shelves of supermarkets. more...

Winery Names and Naming Wine Labels
Sunday, 6th April, 2014 - David Farmer

In the late 1970s I imported a collection of wines from the Napa Valley and one of these was Diamond Creek. At the time I thought nothing of the name or label, and apart from knowing it was a cult wine and thus of high repute simply concentrated on the wine quality.
By 1996 I was consulting to a liquor group which from 1992 had been developing a portfolio of house brands. more...

Trademarks, Crittendens, Koppumurra, Wrattonbully and Legal Follies - Part 1
Tuesday, 18th February, 2014 - David Farmer

The often used marketing/advertising remark 'any publicity is good publicity' contains much truth. Even at the extreme edge of naughtiness some celebrities seem to shrug off their appalling behaviour by performing well in front of the media and emerge unscathed while the best gain from the publicity and rise to another level. more...

Hamburgers Under the Golden Arches
Wednesday, 3rd July, 2013 - David Farmer

Owners of small businesses like employees who have worked at McDonalds. Starting work in a well managed, very busy, fast food outlet teaches teenagers how to serve a fairly demanding clientele while doing the job at a fast pace. These skills are very useful in a liquor store. more...

The Founder of the German Retail Colossus Metro Dies, Age 89
Friday, 15th March, 2013 - David Farmer

Otto Beisheim

It is said that England was a nation of shop keepers but really this simple thought applies to all countries at some stage. Success in business comes from many directions but a particularly fruitful area has been to revolutionise how the simple, daily needs of the population are bought and sold. With some exceptions all of the success stories in basic retailing have involved lowering prices and this has killed the shop keepers. more...

Cheez Doodles, Cheetos, Fast Foods and Wine
Wednesday, 27th February, 2013 - David Farmer

In the world of food and beverages to create a product which consumers constantly crave is the Holy Grail. 'Morrie Yohai, 90, the Man Behind Cheez Doodles, Is Dead'; Dennis Hevesi, August 2nd 2010, New York Times, takes up the story: "The millions of snackers who canít stop munching Cheez Doodles, those air-puffed tubes of cheddar-flavored corn meal, owe all that pleasure to Morrie Yohai - although he insisted on spreading the credit". more...

When Marketing is Not Needed
Monday, 19th November, 2012 - David Farmer

As an experienced wine merchant I do not like making mistakes when tasting wine. Even at this late stage of my career I'm still anxious when tasting and keep saying to myself; 'David, do not make a big error'. Fortunately the tasting boundaries of wine are quite narrow and it requires rare stupidity to reject great wine. Realising the wine is great but refusing to pay the asking price, well that is a different and more common problem, and those are the decisions you regret. more...

Marketing Bogus Items - Assets on Balance Sheets
Thursday, 4th October, 2012 - David Farmer

Gem of Tanzania

For the desperate who wish to prop up a failing empire and for those whose business is out and out fraud the inflation of asset values is a common occurrence. This can be done by inflating the worth of fixed assets or, more commonly, by adding in fictional stock. more...

In Recognition of Eugene Ferkauf - Retail Pioneer
Thursday, 20th September, 2012 - David Farmer

At least part of the art of retailing is simple. Pile it high, sell it cheap and they will come. No one person can be said to have created a trend but Eugene Ferkauf, a post war New York retailer, had a strong influence on the move to large scale 'big box' retailing. His vision had a strong influence on Sam Walton who founded Wal Mart. more...

How Do You Tell Customers You are Changing the Recipe?
Monday, 13th August, 2012 - David Farmer

We are creatures of habit and do not like change. Yet we are aware that change is one of life's constants. It is the handling of this contradiction which is the role of marketing. From the aspiring political party to the maker of consumable goods, convincing the user that change is good requires a deft hand. more...

The Price Tension of Supply and Demand
Thursday, 28th June, 2012 - David Farmer

Cardhu Single Malt Scotch Whisky

Finding you make a product which sells out is most gratifying. If the demand appears to be much larger than the resource the natural response will be to expand the resource. But suppose the resource is fixed and has particular characters which mean that if it is expanded the original is altered in some way? This is a common feature of the wine business - for example, how do you expand production of a single vineyard wine? more...

Are Heritage Wine Brands Worth Anything?
Sunday, 22nd April, 2012 - David Farmer

Australian wine has a very long and rich heritage which began with vineyard plantings in the Sydney Basin, spread to the Hunter Valley and had its greatest flowering in South Australia. I use the word 'had' as no one seems to care much about this history. The failure to nurture our great heritage brands is nothing short of astounding and to watch 'wanna be' marketing stars destroy one after the other saddens me. more...

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RECENT ANNALS OF MARKETING ARCHIVE
Rosemount Reaches the End of the Road

Monday, 15th June, 2015

Winery Names and Naming Wine Labels

Sunday, 6th April, 2014

Trademarks, Crittendens, Koppumurra, Wrattonbully and Legal Follies - Part 1

Tuesday, 18th February, 2014

ANNALS OF MARKETING ARCHIVE 2013
Hamburgers Under the Golden Arches

Wednesday, 3rd July, 2013

The Founder of the German Retail Colossus Metro Dies, Age 89

Friday, 15th March, 2013

Cheez Doodles, Cheetos, Fast Foods and Wine

Wednesday, 27th February, 2013

ANNALS OF MARKETING ARCHIVE 2012
When Marketing is Not Needed

Monday, 19th November, 2012

Marketing Bogus Items - Assets on Balance Sheets

Thursday, 4th October, 2012

In Recognition of Eugene Ferkauf - Retail Pioneer

Thursday, 20th September, 2012

How Do You Tell Customers You are Changing the Recipe?

Monday, 13th August, 2012

The Price Tension of Supply and Demand

Thursday, 28th June, 2012

Are Heritage Wine Brands Worth Anything?

Sunday, 22nd April, 2012

Marketing a Business

Friday, 2nd March, 2012

Using Negatives and Telling the Truth - Can it Work?

Sunday, 15th January, 2012

ANNALS OF MARKETING ARCHIVE 2011
The Dream of Sales and Marketing - Making Consumers Spend

Sunday, 13th November, 2011

Turning Disaster into Triumph

Sunday, 21st August, 2011

A Question of Balance

Friday, 1st July, 2011

Marketing a Colour Change in Fish

Monday, 9th May, 2011

Marketing the Aldi Way - A Note on Theo Albrecht

Monday, 7th March, 2011

The Art of Marketing the Arts

Friday, 14th January, 2011

ANNALS OF MARKETING ARCHIVE 2010
The Deadly and Effective Comparative Marketing of Woolworths

Wednesday, 24th November, 2010

Just Being Yourself Is Good Marketing

Saturday, 9th October, 2010

Studies Show Wine Consumers Fall Into Unique Segments

Friday, 20th August, 2010

Advertising Guru Sir John Hegarty Says Wine Market is Impenetrable

Sunday, 1st August, 2010

Reclaiming Your Brand

Sunday, 4th July, 2010

Writing Job Applications

Wednesday, 19th May, 2010

Marketing - The Rules of Success

Friday, 30th April 2010

We Pay Tribute to a Marketing Legend

Tuesday, 6th April 2010

The Art of Marketing Fragrances

Wednesday, 24th March 2010

The Andre Rieu Phenomenon

Monday, 1st March, 2010

Riding the Organic Wave

Sunday, 21st February, 2010

Keeping Supply Lower Than Demand

Wednesday, 13th January, 2010

ANNALS OF MARKETING ARCHIVE 2009
Facts About Marlboro Man and Marlborough

Wednesday, 18th November, 2009

Be Very Clear About What You are Selling

Monday, 5th October, 2009

Diamonds are a Girl's Best Friend

Saturday, 12th September, 2009

Ah yes, the Art of Marketing Yourself

Thursday, 16th July, 2009

Do You Understand the Creative?

Sunday, 5th July, 2009

First Cat's Pee and Now the Taste of Cigarettes

Wednesday, 17th June, 2009

Finding the Flavour that Works

Wednesday, 10th June, 2009

Not so Easy at Fresh and Easy

Sunday, 7th June, 2009

Twittering - Where Will it Lead

Sunday, 31st May, 2009

Is This Shooting Yourself?

Sunday, 24th May, 2009

What's in the Name

Saturday, 16th May, 2009



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