Marketing Dividends: Differentiating A Business For Sucess

Marketing Dividends: Differentiating A Business For Sucess
SHARE
THIS



Marketing Dividends presented by AANA’s fourth show airs this week on SKY NEWS BUSINESS, Australia’s only 24-hour dedicated business channel. This week the show welcomes Madeleine Fitzpatrick, Metcash GM of Marketing at independent supermarket network, Independent Grocers of Australia (IGA), to discuss the challenges of operating in such a highly competitive sector.

Fitzpatrick discusses how IGA goes about creating a sustainable future for independent businesses in Australia against a highly competitive supermarket landscape with new entrants rumoured to be coming to Australia shores and how providing local retailers with store level insight and data that allows them to truly localise is making a real difference.


“We are two years into our transformation plan, and as an independent network supporting independent retailers our focus is to create a sustainable future for independent businesses in Australia. Our best performing stores are outperforming their competition not just because they have competitive offers and a good quality range, but because they have a tailored offer and partner with the local community in a way that is far more difficult for an owned-entity to do. This is a key differentiator for IGA.” Fitzpatrick said.

Because IGA is a network of independent retailers, it means marketing must be completely on top of their game. “It makes you far more accountable as a marketer, as every initiative we put forward will come under scrutiny. We have to be really buttoned down with our data and insights, but it’s also crucial that we understand the P&L, operations and running of a store.”

Fitzpatrick also believes ‘purpose’ is critical. “It comes back to IGA’s purpose, which is to put the heart and soul back into grocery shopping – we feel that grocery shopping is a fairly soulless experience in Australia. But when you combine competitive prices, through IGA’s Price Match promise, a great quality range, along with a tailored store offer and a local store owner who is passionate about serving their customers and community, that’s a more enjoyable shopping experience,” Fitzpatrick said.

Fitzpatrick discusses working in a challenger brand space, saying, “It gives you a bit more freedom to be brave – you have more to gain and less to lose. Working for a challenger brand allows real issues and opportunities to be addressed because there is no bureaucracy driving protection of market position.”
The current episode is part of a series of 10 intended to profile the broadening remit of marketers as drivers of business growth.

This episode features throughout this week on SKY NEWS BUSINESS. It is jointly hosted by James Hier, CEO MEC and Nadine Blayney, Deputy Business Editor at SKY NEWS BUSINESS. The full episode, in addition to previous episodes, is available featured on the AANA YouTube Channel.

Please login with linkedin to comment

Latest News

Study: What Marketers Really Want From An Agency
  • Advertising
  • Marketing
  • Media

Study: What Marketers Really Want From An Agency

A new study has delved into the murky waters of marketer/agency relationships and found that creativity still tops the list for winning new business. The study, albeit a US one, examined the relationships of some 736 brands and their agencies and found that satisfaction levels in the relationship remained surprisingly high. Brand strategy firm, Provoke Insights, conducted the study […]

by B&T Magazine

B&T Magazine
Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

In this opinion piece, Customology general manager Michael Barnard (pictured below) explains that in order to use data effectively, brands and advertisers need to speak its language. Customers are giving us their data, but we are still not using it effectively. Why haven’t we learnt how to speak data yet? Stating we live in the […]

Opinion

by B&T Magazine

B&T Magazine
Feeding Video Success After Facebook’s Update
  • Opinion

Feeding Video Success After Facebook’s Update

In his latest post, Hamish Brown, sales manager at Brightcove ANZ, takes a look at Facebook’s new update and what it all means for brands, particularly those ones who use it for video… There’s been a lot of talk about what updates to Facebook’s news feed algorithm mean for brands generally, but not much about what […]

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine