Farnaz on New World Strategies, Uncategorized, Women, Emerging Power
Happy New Year! Yes, I know….I am late for both my happy new year wishes and bimonthly blogs. Truth is, I’ve been busy finalizing production details with my publisher and gearing up for a busy season of consulting and speaking. But I wanted you to be the first to see the layout of my book cover: “The New World Marketplace – how women, youth and multiculturalism are shaping our future.”
I am super excited and will be rebranding my social media platform once the book is in the market in a month or so. I will also provide updates on book signing events and speaking gigs, and hope to see you in my travels.
In keeping with my commitment to share a New World Marketplace update in each blog, I’d like to tell you a bit about how constant cost cutting during economic challenges can drive new product innovation and quality of service into the ground. While cost cutting is an important discipline in any business model, it should never be at the expense of quality and service—which are the revenue drivers. You can choose to drive profits from the front end, or the back end. Your call. But if you choose the latter, remember your competition is putting new products out in the market faster, and offering better quality and service. At the very best, you’ll end up as a mediocre company with mediocre products and services.
And how long do you think that will sustain you during a recession?
Earlier this month, I decided to end my 7 year love affair with my Audi TT and get a hybrid car. So you can just imagine the pushy sales tactics that I had to overcome online, and by phone just minutes after a click, before I even entered a car lot. I ended up with a Lexus hybrid CT 200h. Sure the product and price was the best fit for me, but it was the service that sealed the deal. Lexus products and prices are not that different than other high-end competitors, it is the service that is their strategic differentiation. Think about this: what type of price or cost do you allocate toward great service? OK, Audi didn’t have a hybrid, but I left because of their inferior service to begin with. Do you think I’m really that unique? And what if low-mid price brands offered luxury service? Wow…that will be one recession-proof brand….!!!
Gen Y’s strong affiniy for hybrid cars are leading us away from traditional vehicles. They also prefer cars that are an extension of their social media and digital lifestyle…and willing to pay for it. This is good to know regardless of what products you sell. It’s about keeping up with the pace of the New World Marketplace.
Farnaz Wallace comments on Church’s successful fifth year stride of positive same store domestic sales in the article, Marketing Strategy Yields Success at Church’s Chicken, in Chain Leader. “Company officials attribute Church’s strong performance to breakthrough marketing strategies and aggressive expansion domestically and internationally. Church’s recipe for success focuses on successful new product introductions, strong creative campaign and an appealing and affordable value menu that align with Church’s tried and true focused value proposition. Church’s Executive Vice President and Chief Marketing Officer, Farnaz Wallace said, ‘Our marketing team as well as the research and development team work hard to ensure they develop thoughtful strategies, creative campaigns and relevant product offerings that will resonate well with our customer base. We take pride in our value proposition and target customers and in knowing that our customers are satisfied with our great food and great prices.'” Download the PDF.