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: firstname.lastname@example.org Thank You and Welcome to Unilever! Are You A Brand Detective?
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