Jumbo also competitive against AH without sponsorship? – Podcast EP8

Now that Jumbo is completely withdrawing from all its sports sponsorships, we ask ourselves: what will the successful supermarket brand do to differentiate itself from the competition? Additionally, we discuss dairy brand Yakult and how clothing brand Patagonia is under fire due to poor working conditions in factories.

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Every two weeks a new episode about positioning with the main segment focusing on a special brand or market. Zeeman, Shell, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.

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Positioning Yakult

We discuss the positioning of dairy brand Yakult. This drink, which is especially popular in Japan, positions itself as super healthy and an essential part of the diet. But how true is this?

Positioning Patagonia

Patagonia turns out to be less sustainable than it claims. Follow The Money published an investigation revealing that the outdoor clothing giant has its products made in the same factory as, yes indeed: Primark. What does this mean for the positioning of this brand? How do Patagonia’s loyal customers respond to this, and can a brand that fully positions itself on sustainability for people and the planet still recover from such a revelation?

Why is our podcast called Don’t be a penguin?

Ties explains how Tal and he came up with this name.

Positioning Jumbo vs Albert Heijn

Now that Jumbo is stopping sponsorship of well-known top athletes and their teams, the big question arises: “But how will they position themselves if they are no longer that yellow logo on those shirts?” According to Ties and Tal, Jumbo has reached 100% brand awareness in the Netherlands and now needs to differentiate itself from its competition. Where are the opportunities and which direction should they better avoid? We discuss the management of this supermarket chain, its origins, but also the inevitable future battle with titan Albert Heijn. We discuss their goals, their sincerity, and their true brand identity.

Don’t be a Penguin

Do you have questions about marketing or positioning? Would you like to talk with us or have suggestions for the show’s content? Email dontbeapenguin@merkelijkheid.com! This is a podcast from Merkelijkheid with Ties Morskate, Tal Gonen, and Bob Morskate.