RE: UKNM: money / drain

[Irakli West]

Milka (http://www.milka.de), which is somewhat Cadbury's equivalent in

Germany was one the first fmcg/ consumables to try and drive users to their

site through 'cool' and 'funky' gizmos (there is now a cliche

Alps_village_cow Tamagotchi inspired section). Don't know about stats but

I'm pretty sure they have dropped.


Interestingly, they have started 'eCommerce' in offering promotional

products via the site (it'd be difficult to mail choc bars !). Adding a

revenue stream (and supporting the brand) might be a way to go for fmcg

while being careful about their existing distribution channels.


Aral (http://www.aral.de), the largest petrol company in Germany (I think)

has been very successful at creating a community for motorbikers. 


Although petrol is not fmcg, and Aral is both manufacturer AND retailer

(making the process easier) I think it is quite possible for virtually every

products to create a purposeful and well-functioning community. It's a

question of grasping the opportunity !


As for Cadbury's, I could see info about 'eco-friendly' business on the

site.


Irakli West

Client Services

Syzygy Ltd



-----Original Message-----

From: Elizabeth Van Couvering [

evcorganic [dot] com (mailto:evcorganic [dot] com)

]

Sent: Wednesday, September 01, 1999 11:08 AM

To:

'uk-netmarketingchinwag [dot] com

'

Subject: RE: UKNM: money / drain



Think about it another way, Richard.


Can (FMCG brand out of the hat) Cadbury's afford to ignore the Web?  Would

it be better for Cadbury's not to be present?  Clearly not.  Yet also

clearly, they are not doing the right thing, because we never, ever hear

about chocolate or cocoa or think about it when we're online. 


If you think (and I agree) that FMCG sites are usually wastes of time, the

question to ask yourself, for the benefit of your client, is what SHOULD

they be doing?  What online strategy will drive their business?


E.


Elizabeth Van Couvering

Senior Interactive Strategist

Organic Online London

70 Salusbury Road NW6 6NU

t +44 (0)20 7644 2617 | e

evcorganic [dot] com

 | w http://www.organic.com


The first and last thing required of genius is the love of truth. --

Goethe




-----Original Message-----

From:

ownerchinwag [dot] com

 [

ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On

 Behalf Of Houston,

Richard

Sent: 26 August 1999 11:24

To: uknm

Subject: UKNM: money / drain



hello / hello again.


can anyone name an fmcg web site that is of any genuine value either to the

brand or the consumer?


peperami/tango: yeah, ok ... useful pr / good awards ceremony


put another way:

Q: what lager/chocolate/cereal do you drink/eat

A: doodad


Q: have you ever in your life been to doodad.co.uk?

A: no / yes, once, for 10 seconds


disagree? do tell.


:-)


richard houston

account planner

circle.com 


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