Make Marketing History

The views of a marketing deviant.

Tuesday, December 30, 2008

Pick N Mix Is Not A Strategy.


When Woolworths finally went bankrupt, a lot of people nostalgically bemoaned the passing of an institution and recalled making personally important purchases there decades ago (usually records or pick n mix).

When Woolworths finally went bankrupt, a lot of people realised that they hadn't been there for years and recalled that they didn't really know what they sold.

When Woolworths finally went bankrupt, quite a lot of people who did shop there recalled how they sold the best value children's clothing on the high street. But who knew that? Could Woolworths' salvation have lain in becoming the best children's clothes store in town? We'll never know.

Because Woolworths used to stand for something in people's minds, but increasingly tried to stand for everything by selling a wide variety of unremarkable products and, inevitably, customers drifted away.

Ultimately, it didn't stand for anything and ultimately it no longer exists. Here endeth the lesson.

3 Comments:

Blogger Rob Mortimer said...

The irony is that it did stand for lots of things, but they never worked out what they were...

3:28 AM, January 07, 2009  
Blogger john dodds said...

Such as?

4:21 PM, January 07, 2009  
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1:25 AM, May 31, 2009  

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