Author: Troika
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Thinking Differently: The Real Power Behind Earning More
Thinking Differently: The Real Power Behind Earning More If you’re in the traditional farming game you will understand what being held hostage to commodity cycles is all about. Living life as a price taker isn’t much fun. It can be stressful at times too, particularly when you’re having a tough year and it’s time to… Read more
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Tiger Country: What it takes to earn a premium in Asia
Tiger Country: What it takes to earn a premium in Asia Talk to most growers, producers, or food and beverage manufacturers across Australia and New Zealand and they’ll quickly tell you they don’t just want more, they need more. Many are just scraping by and they’re being worn down by commodifying markets and relentless downward… Read more
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Premium and Luxury: Who’s buying and why?
Premium and Luxury: Who’s buying and why? As a baby boomer, I sometimes forget about the buying power of Millennial consumers. That’s a big mistake because this cohort is gliding into their peak earning years, and like many cashed up baby boomers, they’re demanding higher quality, premium products. Millennials are the fastest growing segment in… Read more
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Positioning for Premium in Export Markets
Positioning for Premium in Export Markets: PRICE FIRST…then back it up with QUALITY Australia and New Zealand produce some of the best food and beverages in the world. There is little argument from anyone, anywhere about that. Equally, there are plenty who argue our producers are not getting paid enough for their effort. I’m one… Read more
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An Awesome Story is the Road to Earning More
An Awesome Story is the Road to Earning More If you are in the traditional farming game right now you will understand what being held hostage to commodity cycles is all about. It’s up, it’s down, and it’s up again. What’s coming up next? Will it be it good news or bad news? The answer… Read more
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Western firms need to learn how-to FACE East
Western firms need to learn how-to FACE East East Asia is rapidly becoming the largest and fastest growing market for luxury goods in the world, and whilst there will always be some headwinds blowing in from different directions, their luxury product dominance isn’t going anywhere anytime soon. The plethora of emergent, upwardly mobile and wealthy… Read more
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New Zealand Says NO to Commodity Trading and YES to Premiumization.
New Zealand Says NO to Commodity Trading and YES to Premiumization. The Dream New Zealand, famous for its amazing landscapes, pristine natural environment and friendly people, is finally securing the kudos its food and beverage products deserve. In doing so, they’ve started a new conversation and set a new agenda. Farmers, growers and F &… Read more
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BMW versus Mercedes versus Customer
BMW versus Mercedes versus Customer For 10 straight years Bavarian-based BMW has been the world’s top-selling premium carmaker. But shock, horror…the icon from Stuttgart, Mercedes-Benz is hot on BMW’s trail and on track to take BMW’s crown this year. The irony is Merc have achieved this dethroning by de-emphasizing their market share mission. They simply… Read more
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Why too many awesome, amazing, next BIG things fail to take off.
Why too many awesome, amazing, next BIG things fail to take off. It’s that time of year again, so it’s time to reflect on the year that just flashed by. And what a year it was. We had Brexit, we have Trump, and we have some serious global uncertainty. Add in the usual suspects of… Read more
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The Democratization of the Unreachable for the Aspirational: Part 1
The Democratization of the Unreachable for the Aspirational: Premiumization in Asian markets. Part 1 of 3 “Premiumization is persuading consumers to pay more, for a better experience on a given occasion.” Andy Fennell | Chief Marketing Officer: Diageo What is Premiumization? Premiumization is about leveraging key elements of top end products and high-end consumerism and… Read more