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Marketing Strategies by Fmcg document sample
Document Sample
Marketing Function in
FMCG Environment
Brand Building
The Role of Marketing in FMCG Environment
The FMCG market is particularly competitive
Category Leadership
Greater Higher
Profitability Investment
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:
How familiar are you with the Unilever 6P‟s Model?
Market
dynamics & Profit
financial
returns Turnover Value market size Value share
Price Market growth
Volume Volume market size Volume share
Buying
behaviour
Loyalty
Penetration Share of Average Purchase
purchase pack size frequency
6P's Place Proposition Promotion Pack Price Product
(brand levers)
• Consumer • ROI • On shelf
attitude impact
• Distribution • Depth of • Price • Performance
• Brand health discount • Variant
• Visibility • 360º comms elasticity vs. claims
• Number of diff’tiation
• Number of • Brand promotions • Competitor • Performance
investment • Perceived pricing
lines • Compliance vs.
• ROI quality
• Share of staff • Value pricing competition
• Competitor • Competitor • Competitor
activity activity impact
Completed 6Ps Detective Worksheet for „Magnum‟
case study
Surface
Issue Magnum core variants losing share of multipacks market
Volume in market Value in market Price in market Internal financials
• Magnum at ‘Every
Market • Magnum volume • Magnum value down Day Low Price’
Dynamics down • Dilution of category • Margin hit if extra
• Magnum price 25% heavy promotions
& Financials • Market volume profitability below Choc Snack appear
growing segment price
ceiling
Who? What? When? Where?
Buying
Behaviour ‘Savvy seekers’ • Switching to • Switching driven by • All grocery retail,
competitor Choc competitor especially Tesco &
segment Snack brands promotional activity Asda
Place Proposition Promotion Place Price Product
6P Brand • 90% aided • Price not in WHY?
awareness • Losing • Superior
Levers line with
• 65% promotional chocolate
distribution • Falling slots to • No issues premium
Conviction quality in
Cadbury positioning in
score benefit? blind tasting
the market
Root Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor
Issue promotional activity and perceived lack of Magnum unique benefits
Category/Brand Stewardship:
Cif – significant media investment
Redefine cream segment
and our leadership
Enter and own new
specialist segments
Continue building
premium/trigger
segment
Brand Development
Brand Building
Customer Marketing
Interrelations between Departments/Functions
Brief for a “Home Task”
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
E-mail to:
jevgenija.glazunova@unilever.com
Thank You
and Welcome to Unilever!
Are You
A
Brand Detective?
