Winning in a declining category, with Grant McKenzie, Ex-CMO, Asahi
Episode description
Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?
But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.
His view: “It might be easier to make money in a declining market than it is in a growing one.”
Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.
In this episode of The Persuasion Game podcast, he shares his experiences about the different levers marketers can pull to grow in a category that’s in decline.
Episodes are released bi-weekly. Follow us on LinkedIn for updates.
Subscribe to The Persuasion Game Newsletter on LinkedIn.
Want to know more about us? Visit our website here: thisistheforge.com
This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:51) Strategies for growth in declining categories
(04:08) How Grant tripled beer sales
(05:54) Look for the people who’ve given up
(19:52) Innovation and Long-Term Strategies
(22:05) Private labels