There are some very smart marketing people in Australia. I seems bizarre then that so many of the have so few tools in their armoury. I am given to wonder whether some of them are constrained, unimaginative or just plain lazy. I saw an advertisement for Mitre 10 earlier in the week. The only selling […]

There are some very smart marketing people in Australia. I seems bizarre then that so many of the have so few tools in their armoury. I am given to wonder whether some of them are constrained, unimaginative or just plain lazy. I saw an advertisement for Mitre 10 earlier in the week. The only selling point in the advertisement was PRICE. Mitre 10 was positioning itself as CHEAPER, at least on key product lines. Mitre 10 may well be cheaper, but no one would know it to be so, it is very difficult to prove and few people believe it. No-one I spoke to believed it. What is more, Mitre 10 are number two in the market now and will soon be number three behind Bunnings and Masters, all of whom are claiming to be CHEAPER. Indeed, just about every hardware retailer commercial I have seen in recent times, has…