SchmidPreisslerConsultants · Innovative Strategic Advice - Research - Analysis - Market Solutions · Established 1961
Value for Money
It will be no different for you than it is for us: we can no longer hear that people are cutting back on consumption. As we move from a consumer society to a knowledge society, people are restructuring their spending, reorganising and rebalancing their needs and wants. This naturally has consequences for the economy. The middle of the market, previously characterised by price ranges and qualities, colloquially referred to as "not quite so expensive" but still of "acceptable quality", is losing acceptance dramatically and therefore the chance to be bought. In other words: the centre of the market is dead. "Cheap" and "expensive" was yesterday. Good money for good value - that describes the common thread that determines how people buy and consume today and in the future. The amount of cash that remains in the stock market is considerable and makes it possible to fulfil the demands that the state, i.e. politicians, make for the social security of society, for climate protection, for war and peace, and makes it possible for people to finance a longer life in retirement.
What are the consequences for the consumer goods manufacturing industry and retailers? Consistent value-for-money marketing for everything that is intended to fulfil needs, but also what was a luxury yesterday. People will continue to have needs, wishes and dreams that they want to fulfil. It is not labels or influencers, but the classic brand, its value and authenticity that will be more decisive than ever when it comes to making purchases. And as far as demand is concerned, the impressive success of discounters with their own products designed and offered on the principles of the classic brand shows that value-for-money marketing will characterise the future in all areas.
Value-for-money marketing is our topic because it determines the vitality, content and message of the classic brand.
Of course, much has also changed in the world of the classic brand. Although conception, birth and development into personal greatness are still linked to the DNA and the USP, the appearance, approach and communication are adapted to the changes in the environment and the relationships with the people with whom brands want and maintain friendships are different to those of the past.
Young brands are more spirited, more open to people's multicultural lives: in short, more eloquent. And as far as mature and established brand personalities are concerned, it is time to innovate, renovate and, above all, adapt the language to a changed world. Or in other words: In addition to the emotional, which was perhaps more formative and important for the relationship with people in the past, it is important to give more weight to the factual, because this fulfils the expectations of the knowledge society and thus the topic of "value for money".
We are happy to contribute our experience, coupled with our young knowledge, when external expertise is required to enrich our in-house capacity.
Your F. M. Schmid-Preissler