In the Professional Science Master’s program, we strive to provide our students with opportunities for experiential learning. Professor Mark Burgess’ course Market Assessment and Analysis for Business and Science, a foundational MBS course, exemplifies this commitment by inviting industry professionals to provide real-world insight into the workforce.
On February 2nd, at our new classroom in the Rutgers Inn and Conference Center, Burgess hosted the esteemed speaker Larry Page to give a lecture entitled “Insights from a Consumer Marketer.” Page is the Head of Marketing for Zarbee’s Inc. He has over 20 years of experience in Consumer Marketing across leading consumer and healthcare organizations including Johnson & Johnson, Pfizer, BMS, and Kraft Foods. Page is also a graduate of Rutgers University! He obtained a B.A. in Economics from Rutgers and an M.B.A. from the University of Rochester.
In his presentation, Page discussed the responsibilities, challenges, and rewards of being a consumer marketer. Page encouraged questions from students, allowing them to draw connections from their coursework to his real-world experience at Zarbee’s.
Here are some of the key insights and takeaways Page presented when it comes to consumer marketing.
Understand the customer.
Understanding the target consumer, their needs, and how best to deliver is critical. It’s important to find the right consumer whose values align with those of your brand. Page suggested speaking with the customer to find out why they may (or may not!) like your brand and product. Understanding the customer target and needs will set your brand up for success, said Page.
Create a clear brand message that aligns with customers.
After understanding your customers and their needs, develop a clear brand message to align with your consumers. In the case of Zarbee’s, the brand’s focus is on natural ingredients backed by science. This should inform all aspects of your brand, including your tone, advertisements, communications, and ambassadors. Building this relationship with consumers will create loyalty, and it will serve as a benefit if you expand your products.
Be aware of trends.
Consumer marketers must be diligent when it comes to understanding trends. Here are some examples Page provided of factors that can impact your business.
Consumer attitudes and behaviors
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Understanding the behaviors of consumers is critical to a brand’s success. In the case of Zarbee’s, the brand was greatly impacted by the COVID-19 pandemic. Consumers became more concerned about their health and e-commerce grew.
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The role that a brand plays in a consumer’s life. Consumers now seek brands with benefits and purpose. A brand can differentiate itself from competitors by taking a stance.
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Shifts in the financial landscape that may inform consumer spending.
Environmental shifts
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Trends in commerce, such as the rise of e-commerce.
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Changes in advertising. Examples include the growth in personalized digital advertising and reliance on recommendations from influencers.
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Lower competitive barriers to entering the market. This is due to the rise of e-commerce and digital platforms.
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Supply chain disruptions that may impact your business.
Prepare for challenges.
It’s often advantageous to plan for hardships, and consumer marketing is no exception. In his presentation, Page touched upon how to prepare for competitors. Find a way to differentiate your brand and product, he advised. This can be through innovation, equity, product benefits, or other assets.
Teams work together when innovating.
Although there is an “i” in innovate, innovation requires teamwork. Internal cross-functional teams work together when innovating, including marketing and research and development (R&D). Our Master of Business and Science degree equips students to understand both the marketing and science side of the conversation around innovation.
Page provided invaluable real-world insight into the role of the consumer marketer. Professor Burgess will host Wendy Bishop on Thursday, February 23rd to speak about “The Roadmap to a Successful New Product Launch.” You can also read about last semester’s class trip to IKEA, where Market Assessment and Analysis students applied class concepts to a real-world look at the store’s marketing tactics.
To find more workshops, speakers, and panels, visit our events page. You can also stay up to date with our events by following us on Twitter and LinkedIn.