Mr Glenn, who was appointed as CEO of United Biscuits in April 2013, told a dinner in London last week: “All business failures are marketing failures at their heart, barring an act of God or a plague of locusts.”
This was not said by the marketing director but by the CEO and it’s a sobering thought. And a true one in many ways.
United Biscuits make McVities that owns 40% of the UK biscuit market’s share. It couldn’t have got there by product and quality alone, heaven knows there are enough good biscuit makers out there.
No it got there by great marketing and that’s a reason why it has just spent a year understanding the emotional role biscuits play in the UK consumers’ life.
How often have you reached for a biscuit as an auto emotional response to a situation; both good and bad? Some of that’s instinctive but it’s whose biscuits you reach out for that defines the market and, let’s face it, a digestive’s a digestive’s a digestive. Isn’t it?
No, not when it’s a McVities Digestive.