Marketing Strategies by Fmcg by caz14464

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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

            Greater                           Higher
        Profitability                         Investment

      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?
   dynamics &                         Profit
     returns                     Turnover                      Value market size                    Value share

                                      Price                      Market growth

                                  Volume                      Volume market size                   Volume share

                               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
        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

                         Who?                      What?                       When?                       Where?
   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
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
    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:
Thank You
and Welcome to Unilever!

                Are You
            Brand Detective?

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