Targeting changing consumer behaviour in a downturn

Ananda Roy

During an economic downturn, brand owners often prioritise maintaining their market share, matching the competition, and emphasizing price.

Targeting changing consumer behaviour in a downturn

Ananda Roy G2 Limited - A WPP company

When consumer spending softens, often businesses rush to employ the usual recession playbook:  

  • A scramble to retain share-points
  • An over-riding desire to match the competition on product and propositions
  • Emphasis on price and volume promotions, cutting back prices and eventually marketing spend.

But reducing strategic horizons in this way is dangerous. It can dilute brand positioning, squeeze the bottom-line, allow new emerging segments to go unserved, offer new entrants and substitutes...

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