|
Pleon Marketing Trend Report: Alliances Key Issue for 2005Brand innovation, alliances, internal collaboration and combining trends will have the greatest impact upon marketing policy this year.
Amsterdam, Apr 4th 2005. Today Pleon published the latest edition of its Marketing Trend Report, which identifies and summarises current developments in marketing. The report identifies four important trends, based on the belief that 2005 is potentially the year of recovery for the marketer and the enterprise: brand innovation, alliances, internal collaboration and combining these three trends.
The first is brand innovation and covers the challenge to create differentiation in order to be noticed by relevant target groups. The power of collaboration leads to the second trend which is alliances. Given that most companies still do not have the budget to wage ‘traditional’ marketing warfare, working together enables them to cooperate to stay ahead of the competition. The third trend identified in the report is internal collaboration emphasising the need to internally bridge the gaps between marketing, sales, communications and finance departments. Because margins have collapsed speed is needed and internal departments have to work together more efficiently. As these trends do not stand in isolation, but are closely related to one another, the fourth trend will be combining these three trends.
The report identifies visible and tangible trends and identifies common factors that can steer marketers’ vision. Drawing on examples from businesses such as Nokia, 3M, Coca Cola, Ikea, Philips, Sara Lee, Nestlé and L’Oreal, the report analyses and highlights both current and forthcoming trends. “The first thing that companies should do to benefit from the economic recovery is close the gap between marketing and sales,” says Egbert Jan van Bel, senior consultant at Pleon in Amsterdam and author of the report. “Only once they have put their own houses in order can businesses fully profit from prevailing trends in marketing.” The author concludes that to survive in the environment of intensified competition and to benefit from the recovering economy, companies must concentrate upon better positioning, strategic growth and operational marketing as well as improving internal collaboration. In 2005, the report predicts, the best alliances are formed by the strongest brands with the most effective creative powers.
The report, Marketing Trend Report 2005, can be downloaded here.
About Pleon Pleon (www.pleon.com) is an international consulting firm with European roots, which creates and implements strategies for private and public sector organisations around the world. With deep understanding of business, politics and communications, Pleon is uniquely placed to devise compelling solutions that deliver measurable and tangible results. Pleon is part of the Brodeur/Pleon Worldwide network and has a presence throughout the US, Asia Pacific and Latin America. Pleon represents the merger of Brodeur agencies in France, Italy, Germany, the Netherlands and UK with the ECC Group, including market leaders ECC KohtesKlewes in Germany and Belgium, and ECC Publico in Austria. Pleon and Brodeur (www.brodeur.com) are part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.
For more information, please contact: Dr. Stephanie Altemoeller |