THE POWER OF THE GLOBAL BRANDRichard Learwood

Global Marketing Director from

Procter & Gamble

Inaugural Lecture from the ABS UK Business and Management Alumni

Network

 

‘The power of working together’

WelcomeElly Sample, Director of Marketing,

Communications and Development for the University of Lincoln (current Chair of the Group)

&Vicky Robinson MA, Chartered MarketerHead of Marketing and Communications,

Association of Business Schools

‘The power of working together’

This is a first in the UK and a significant step forward in Higher Education, as building strong University links will

underpin success in the sector and we hope to expand the group and give all University Business Schools in the UK the

opportunity to invite their alumni to future events and shared activities.

‘The power of working together’

Current active members:

Potentially ALL UK business schools will be involved in the very short future reaching out to over ½ million business professionals.

Benefits of the joining the group

• First UK business and management alumni network

• Career enhancing activities• Venues worldwide• Prestigious speakers• Engage UK HE globally• Networking with other likeminded

professionals; and more

‘The power of working together’

Introduction to today’s lecture

‘The power of working together’

THANK YOUYOU THE AUDIENCE!

Join in/follow the debate today

#ABSUKalumni

‘The power of working together’

ABS UK Business and Management Student Alumni Group

Or visit: www.the-abs.org.uk

Richard Learwood is a Global Marketing Director for Eukanuba, a Billion $ premium pet food brand pet food sold by the IAMS Company and owned

by Procter & Gamble. He is based in Geneva at Procter & Gamble’s Europe, Middle East and Africa Headquarters.

‘The power of working together’

Richard Learwood

Global Brand Franchise Leader P&G Pet Care

Global Brand Strategy

Queen Mary Archives Division

• Founded 1837 Cincinnati, Ohio

• Net Sales $80 Billion

• Net Earnings margin from continuing operation 13.9%

• 127,000 employees

• World’s biggest advertiser

• 300 brands, 50 leadership brands = 90% Sales and Profit

• 23 brands with sales over $1 Billion.

• More than 4 billion consumers use P&G brands

1837 Cincinnati, Ohio

The CEOs of these companies started at P&G

London

Newcastle

Rotterdam

Geneva

Role of Brand Franchise Leader

• Brand positioning• Brand innovation strategy and pipeline

• Long term strategy and growth plan• Marketing Communication tools• Global execution• Global platforms

Global Brand Strategy

Creating value when ……….

Global Brand strategy ≠ Global Brand

Getting it all wrong!

“It takes a tough man to make a tender chicken”

Back Translation from Mexico

“It takes an aroused man to make an affectionate chicken”

Global Brand Strategy

What needs to be true for a 100% global brand?

• Homogeneous needs world-wide• Common usage• Common, unique features and benefits

• Same value equation• Common heritage and roots• Common brand values• Common visual identity

But what if not all of the above are true? Value creation?

Global Brand strategy ≠ Global Brand

• Value creation via “Back Office”

• Late stage differentiation

Global Brand strategy ≠ Global Brand

But what if not all of the above are true? Valuation Creation?

• Homogeneous needs world-wide√• Common usage X• Common features and benefits √• Same value equation √• Common heritage and roots X• Common brand values √• Common visual identity X

But what if not all of the above are true? Value creation?

Global Brand strategy ≠ Global Brand

• Value creation via “Back Office”

• Late stage differentiation

Benefits of Global Brand Strategy

• R&D efficiency- product and engineering• Capital utilization• Input costs• Crisis management supply• Management over head• Agency and design costs• Brand Assets• Experience-interdependence• Market level Operational focus on excellence

of execution.

Key is to unify the brand as far down the supply chain as possible

R&D/Engineering Efficiency

Efficient Capital Utilization

(nearly) Common Inputs

Crisis Management supply

Management Overhead

Agency and Design Costs

Brand Assets

Operational excellence

• Global brand can supply 90% of local needs• Local team focuses on brilliant execution• Difference between brand development and

brand builders

Market operational excellence

More time……

More time to……..

More time to…..

More £££££ brand building

Higher Growth

Higher Profits

Key Points

• Global Brand strategy ≠ Global Brand

• Benefits of a Global brand strategy can be significant to top-line, bottom line and organisation capacity.

• Understand local needs and meet them but as far down the value chain as possible.

• Be 100% vigilant in the local market to maintain relevance.

Thank You

Questions?

Our website: www.pgcareers.com

How to apply