Date post: | 16-May-2015 |
Category: |
Business |
Upload: | khalid-hossain |
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Marketing Function in FMCG Environment
Brand Building
The Role of Marketing in FMCG Environment
The FMCG market is particularly competitive
Category Leadership
Higher Investment
GreaterProfitability
Growth
The Role of Marketing in FMCG Environment
The KEY decision outputs recorded are:
Market definition / segmentation Where we will compete, where not and why
Category/Brand vision Our future intention of what we will be
Category drivers of value Where our growth will come from
Business goals Our business target, growth, share or margin
Brand/portfolio roles Positioning, roles and strategy for the total brand
portfolio (global and key regional / local brands)
Strategic actions The main strategic actions / objectives / by
channel or global strategic Customer
Detailed strategies / How we will win, through specific actions and
capabilities developing capability: innovation, communication,
HR, resource priorities, etc.
Targets / measures Metrics and milestones to track progress
What we will not do Must-stops and don’t starts
Team behaviour / culture How we will act as a team, our category culture
Key risks What might destroy our plans
Developing a Marketing Strategy for FMCG
Case Study:
Market
dynamics &
financial
returns
Profit
Turnover
Price
Volume
Value market size
Market growth
Volume market size
Value share
Volume share
Buying
behaviour
Penetration
Loyalty
Share of
purchase
Average
pack size
Purchase
frequency
6P's
(brand levers)Place
• Distribution
• Visibility
• Number of lines
• Share of staff
Proposition
• Consumer attitude
• Brand health• 360º comms• Brand
investment• ROI• Competitor
activity
Promotion
• ROI
• Depth of discount
• Number of promotions
• Compliance
• Competitor activity
Pack
• On shelf impact
• Variant diff’tiation
• Perceived quality
• Competitor impact
Price
• Price elasticity
• Competitor pricing
• Value pricing
Product
• Performance vs. claims
• Performance vs. competition
How familiar are you with the Unilever 6P‟s Model?
Completed 6Ps Detective Worksheet for „Magnum‟
case study
Who? What? When? Where?
‘Savvy seekers’
segment
• Switching to competitor Choc Snack brands
• Switching driven by competitor promotional activity
• All grocery retail, especially Tesco & Asda
Buying
Behaviour
WHY?
Place
• 65% distribution
Place
• No issues
Price
• Price not in line with premium positioning in the market
Product
• Superior chocolate quality in blind tasting
Proposition
• 90% aided awareness
• Falling Conviction score benefit?
Promotion
• Losing promotional slots to Cadbury
6P Brand
Levers
Volume in market
• Magnum volume down
• Market volume growing
Value in market
• Magnum value down• Dilution of category
profitability
Price in market
• Magnum at ‘Every Day Low Price’
• Magnum price 25% below Choc Snack segment price ceiling
Internal financials
• Margin hit if extra heavy promotions appear
Market Dynamics
& Financials
Surface Issue Magnum core variants losing share of multipacks market
Root Issue
Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor promotional activity and perceived lack of Magnum unique benefits
Category/Brand Stewardship:
Cif – significant media investment
Redefine cream segment
and our leadership
Continue building
premium/trigger
segment
Enter and own new
specialist segments
Brand Building
Customer Marketing
Brand Development
Interrelations between Departments/Functions
Select any of Unilever active brands
and produce a Marketing Plan for a
New product (e.g. new Tea or new
Deodorant)
Contents of Marketing Plan can be
found in Handouts;
Award:
- possibility to win a “SHADOW DAY” within Unilever Marketing;
- possibility to get an Internship in Unilever Marketing; Deadline: June, 1st
Brief for a “Home Task”
E-mail to:
Thank You
and Welcome to Unilever!
Are YouA
Brand Detective?