Biggest of the Teusner Range
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Rosemount Reaches the End of the Road
Monday, 15th June, 2015 - David Farmer
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As believers search the desert for Lasseter's lost gold reef so it is that marketers at Treasury Wines study crystallography for the perfect diamond shape to revive the fortunes of the Rosemount brand. A recent marketing meeting ended with the cry 'we have found it', the diamond which will have customers grabbing bottles from the shelves of supermarkets.
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Winery Names and Naming Wine Labels
Sunday, 6th April, 2014 - David Farmer
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In the late 1970s I imported a collection of wines from the Napa Valley and one of these was Diamond Creek. At the time I thought nothing of the name or label, and apart from knowing it was a cult wine and thus of high repute simply concentrated on the wine quality.
By 1996 I was consulting to a liquor group which from 1992 had been developing a portfolio of house brands.
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Hamburgers Under the Golden Arches
Wednesday, 3rd July, 2013 - David Farmer
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Owners of small businesses like employees who have worked at McDonalds. Starting work in a well managed, very busy, fast food outlet teaches teenagers how to serve a fairly demanding clientele while doing the job at a fast pace. These skills are very useful in a liquor store. more...
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The Founder of the German Retail Colossus Metro Dies, Age 89
Friday, 15th March, 2013 - David Farmer
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Otto Beisheim |
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It is said that England was a nation of shop keepers but really this simple thought applies to all countries at some stage. Success in business comes from many directions but a particularly fruitful area has been to revolutionise how the simple, daily needs of the population are bought and sold. With some exceptions all of the success stories in basic retailing have involved lowering prices and this has killed the shop keepers. more...
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Cheez Doodles, Cheetos, Fast Foods and Wine
Wednesday, 27th February, 2013 - David Farmer
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In the world of food and beverages to create a product which consumers constantly crave is the Holy Grail. 'Morrie Yohai, 90, the Man Behind Cheez Doodles, Is Dead'; Dennis Hevesi, August 2nd 2010, New York Times, takes up the story: "The millions of snackers who can’t stop munching Cheez Doodles, those air-puffed tubes of cheddar-flavored corn meal, owe all that pleasure to Morrie Yohai - although he insisted on spreading the credit". more...
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When Marketing is Not Needed
Monday, 19th November, 2012 - David Farmer
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As an experienced wine merchant I do not like making mistakes when tasting wine. Even at this late stage of my career I'm still anxious when tasting and keep saying to myself; 'David, do not make a big error'. Fortunately the tasting boundaries of wine are quite narrow and it requires rare stupidity to reject great wine. Realising the wine is great but refusing to pay the asking price, well that is a different and more common problem, and those are the decisions you regret. more...
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Marketing Bogus Items - Assets on Balance Sheets
Thursday, 4th October, 2012 - David Farmer
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Gem of Tanzania |
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For the desperate who wish to prop up a failing empire and for those whose business is out and out fraud the inflation of asset values is a common occurrence. This can be done by inflating the worth of fixed assets or, more commonly, by adding in fictional stock. more...
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In Recognition of Eugene Ferkauf - Retail Pioneer
Thursday, 20th September, 2012 - David Farmer
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At least part of the art of retailing is simple. Pile it high, sell it cheap and they will come. No one person can be said to have created a trend but Eugene Ferkauf, a post war New York retailer, had a strong influence on the move to large scale 'big box' retailing. His vision had a strong influence on Sam Walton who founded Wal Mart. more...
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How Do You Tell Customers You are Changing the Recipe?
Monday, 13th August, 2012 - David Farmer
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We are creatures of habit and do not like change. Yet we are aware that change is one of life's constants. It is the handling of this contradiction which is the role of marketing. From the aspiring political party to the maker of consumable goods, convincing the user that change is good requires a deft hand. more...
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The Price Tension of Supply and Demand
Thursday, 28th June, 2012 - David Farmer
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Cardhu Single Malt Scotch Whisky |
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Finding you make a product which sells out is most gratifying. If
the demand appears to be much larger than the resource the natural response will
be to expand the resource. But suppose the resource is fixed and has particular
characters which mean that if it is expanded the original is altered in some
way? This is a common feature of the wine business - for example, how do you
expand production of a single vineyard wine? more...
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Are Heritage Wine Brands Worth Anything?
Sunday, 22nd April, 2012 - David Farmer
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Australian wine has a very long and rich heritage which began with vineyard plantings in the Sydney Basin, spread to the Hunter Valley and had its greatest flowering in South Australia. I use the word 'had' as no one seems to care much about this history. The failure to nurture our great heritage brands is nothing short of astounding and to watch 'wanna be' marketing stars destroy one after the other saddens me.
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R E C E N T
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2 0 0 9
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When Marketing is Not NeededMonday, 19th November, 2012
Marketing Bogus Items - Assets on Balance SheetsThursday, 4th October, 2012
In Recognition of Eugene Ferkauf - Retail PioneerThursday, 20th September, 2012
How Do You Tell Customers You are Changing the Recipe?Monday, 13th August, 2012
The Price Tension of Supply and DemandThursday, 28th June, 2012
Are Heritage Wine Brands Worth Anything?Sunday, 22nd April, 2012
Marketing a BusinessFriday, 2nd March, 2012
Using Negatives and Telling the Truth - Can it Work? Sunday, 15th January, 2012
The Dream of Sales and Marketing - Making Consumers SpendSunday, 13th November, 2011
Turning Disaster into TriumphSunday, 21st August, 2011
A Question of BalanceFriday, 1st July, 2011
Marketing a Colour Change in FishMonday, 9th May, 2011
Marketing the Aldi Way - A Note on Theo AlbrechtMonday, 7th March, 2011
The Art of Marketing the ArtsFriday, 14th January, 2011
The Deadly and Effective Comparative Marketing of WoolworthsWednesday, 24th November, 2010
Just Being Yourself Is Good MarketingSaturday, 9th October, 2010
Studies Show Wine Consumers Fall Into Unique SegmentsFriday, 20th August, 2010
Advertising Guru Sir John Hegarty Says Wine Market is ImpenetrableSunday, 1st August, 2010
Reclaiming Your BrandSunday, 4th July, 2010
Writing Job ApplicationsWednesday, 19th May, 2010
Marketing - The Rules of SuccessFriday, 30th April 2010
We Pay Tribute to a Marketing LegendTuesday, 6th April 2010
The Art of Marketing FragrancesWednesday, 24th March 2010
The Andre Rieu PhenomenonMonday, 1st March, 2010
Riding the Organic WaveSunday, 21st February, 2010
Keeping Supply Lower Than DemandWednesday, 13th January, 2010
Facts About Marlboro Man and MarlboroughWednesday, 18th November, 2009
Be Very Clear About What You are SellingMonday, 5th October, 2009
Diamonds are a Girl's Best FriendSaturday, 12th September, 2009
Ah yes, the Art of Marketing YourselfThursday, 16th July, 2009
Do You Understand the Creative?Sunday, 5th July, 2009
First Cat's Pee and Now the Taste of CigarettesWednesday, 17th June, 2009
Finding the Flavour that WorksWednesday, 10th June, 2009
Not so Easy at Fresh and EasySunday, 7th June, 2009
Twittering - Where Will it LeadSunday, 31st May, 2009
Is This Shooting Yourself?Sunday, 24th May, 2009
What's in the NameSaturday, 16th May, 2009
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