2. Who We are... a consumer centred marketing consultancy that aims to help brand owners to realise top-line business & brand growth in increasingly complex and competitive markets. Innovation Strategy Development Marketing Capability Opportunity Assessment Consumer Research

3. Agenda Last time around – 1992 What’s different now Likely Scenarios Checklist for Recession Proofing

4. Last Time Around - 1992

5. Last Time Around Petrol prices soared Interest rates hit 15% Inflation hit 11% Business failures hit 1500 per week John Major took over as Chancellor House prices crashed

6. Last Time Around Bill Clinton became President Queen had a ‘annus horribilis’ Disneyland Paris opened

7. And … Food + Drink a key source of ‘affordable treats’ 80’s Premium Brands prospered Eating in became the new eating out Health and Indulgence core drivers for innovation But innovation dried up Businesses adopted Business as Usual Cut everything and lay low Spend More

8. What’s Different Now

9. Attitude to debt Younger generation have never been here Inflation + mortgage rates lower Second buy to let mortgages Spend on technical goods and services Comparative pricing

10. Voice of consumer amplified Information + Channel Clutter Retailer Brand price tiering Broader Foodservice offering with price tiering Different forces on consumer demand What’s Different Now

11. Likely Scenarios

12. Emergence of the ‘smart shopper’ Luxury on a budget Growth of the discounters Sacrificial consumption Likely Scenarios Selective Shopping – buy when need to avoid wastage Polarisation Premium or value propositions Engaging versus routine shopping Grocer versus all purpose retailer

13. Checklist for Recession Proofing

14. Brand Audit Offer clear, motivating, & differentiated proposition Demonstrate relevance Use technology Deliver on the hygiene factors: Transparency Fit for purpose Defend Brand equity Get the Basics Right

15. Reflects real consumer demand Based on real understanding Connects with core trends / drivers Embodies consumer value hierarchy; Consumer Value Audit Value Trade Off Analysis Reflects Category / Brand Engagement Ensure your innovation is insight driven

16. Cost Dissection / analysis to identify quick wins Add value – are you worth it and where’s the evidence Spend wisely – be ‘canny shoppers’ Consumers looking to avoid wastage Avoid ‘unnecessary’ packaging Consider promotional strategies Save but then spend and don’t be wasteful

18. Cost Dissection / analysis to identify quick wins Add value – are you worth it and where’s the evidence Spend wisely – be ‘canny shoppers’ Consumers looking to avoid wastage Avoid ‘unnecessary’ packaging Consider promotional strategies Save but then spend and don’t be wasteful

19. Focus – de clutter and prosper Pick your winners and get behind them Be prepared to kill Do fewer things better

20. Develop competitive barriers ‘Break from the pack’ Watch your competition – are you fighting for dwindling spend Take initiatives Anticipate Defend your space Be Alert

21. Who - Identify high value consumers Where - Channels that offer opportunity for premiumisation When - Make it a quality occasion Why - Build ideas around platforms for premiumisation Pick your targets

22. Reasons to embrace With no appreciating property values to brag about, smug dinner parties will fall blissfully silent In restaurants it will be considered prudent, and not the behaviour of a tightwad oik, to order the house red You will stop having £50 facials and realise your skin looks exactly the same Property porn programmes such as Location Location Location may die a swift death

23. susan@tangiblebranding.com 93a Peascod Street Windsor SL4 1DH 01753 623523 19 Kingfield Road Sheffield S11 9AS 01142 580066