From Mass Marketing to the Customer or an Individual
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From Mass Marketing to the Customer or an Individual


A number of slides are used in this address. An idea of individualism and the long tail – with explanation. An increase in interest in the long demand tail. The concept of mass-to-mass customization. The increasingly predominant idea that individualism is not strongly related to traditional and modern forms of diversity. An illustrative example. An increase in customization - mass products no longer working. Another illustrative example. Diversity in the form of individualism. Some operational factors in the sales of some products such as major appliances. More examples of increasing brands. Customers wanting a greater choice from different brands. Testing new merchandise – becoming more relevant. The ability to react to this idea of individualism. The effect of product absorption, again with several examples. Internationalism as a driver of diversity. Who is meeting the needs of the ever-expanding sku universe. Some facts and figures. The need for countries to join the global economy and the need to adopt common standards. A look at where China and Japan are in terms of ultimate potential. Some implications. Planning for constant consumer behavioural changes. Being able to operate in the long tail. Trading internationally. Becoming multi-channelled retailers. Thinking about our brands. Reducing dependence upon trading partners who may become competitors in the future. Becoming more productive. Remaining price competitive. Other challenges. Aligning our long-term goals.