Major Marketers Plan Changes for 2012

It’s that time of year when marketers in various industries review what’s working and what needs to change from a product and marketing perspective. The staff at Advertising Age recently pulled out their crystal ball to make predictions about the year ahead with respect to which major marketers will be increasing their spending. Their projections for several key industries is summarized  below:

Beer: The biggest growth rates in the beer market may be in the craft sector, but it’s the large companies that possess the resources for dazzling ad campaigns and new product rollouts. The Bud Light brand has 2 new agencies, McGarryBowen and Translation, ready to promote the brand. And  because Coors Light has been gaining market share, the emphasis on effective marketing will be intense for this brand. At the same time, Miller Lite will be getting additional promotional support in 2012.

Automotive:  Advertising in this sector will continue in a big way. Auto makers will continue to use TV, especially big events like the Super Bowl, to push their products. Traditional print and newspapers will still be a part of the media mix, but for most auto makers, the emphasis on social media will increase.

Nonalcoholic Beverages: Consumers have heard the message that drinking traditional soda may lead to long-​term health problems and they are looking for low and zero-​calorie alternatives. Beverage manufacturers are still searching for the right low-​calorie sweetener that tastes great. While this sweetener may be developed and introduced to the market in the next couple of years, beverage marketers like PepsiCo are determined to protect market share. In particular, PepsiCo will likely spend more on marketing this year to support its national rollout of Pepsi Next.


Packaged Food:

Consumers who still can’t afford to eat out like they did in pre-​recession days are going to be looking for something new in the grocery store aisles. Marketers will be prepared for this consumer interest. Food giant Kraft will introduce 70 new products or extension this year while General Mills will have 50. Many of these products will come in smaller packages with price points designed to appeal to consumers on a budget. To entice consumers, food manufacturers intend to appeal to another sense – sound. Sight, smell and taste are drivers for consumption. Now, Phil Lempert, Supermarketguru, expects the sound of crackers snapping or chips crunching to become another marketing strategy in 2012.

[Source: What you can expect for Adland in 2012. Adage​.com. 2 Jan. 2012. Web. 9 Jan. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.