Marketing Function in FMCG Environment Brand Building

The Role of Marketing in FMCG Environment The FMCG market is particularly competitive Category Leadership Greater Profitability Higher Investment Growth .

where not and why Our future intention of what we will be Where our growth will come from Our business target. roles and strategy for the total brand portfolio (global and key regional / local brands) The main strategic actions / objectives / by channel or global strategic Customer How we will win. share or margin Positioning. etc. through specific actions and developing capability: innovation. communication. HR. Metrics and milestones to track progress Must-stops and don’t starts How we will act as a team. resource priorities. growth. our category culture What might destroy our plans Strategic actions Detailed strategies / capabilities Targets / measures What we will not do Team behaviour / culture Key risks .The Role of Marketing in FMCG Environment The KEY decision outputs recorded are: Market definition / segmentation Category/Brand vision Category drivers of value Business goals Brand/portfolio roles Where we will compete.

Developing a Marketing Strategy for FMCG .

Case Study: .

How familiar are you with the Unilever 6P‟s Model? Market dynamics & financial returns Profit Turnover Price Volume Value market size Market growth Volume market size Volume share Value share Buying behaviour Loyalty Penetration 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. competition . claims • Performance vs.

Completed 6Ps Detective Worksheet for „Magnum‟ case study Surface Issue Magnum core variants losing share of multipacks market Volume in market Market Dynamics & Financials • 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 Who? Buying Behaviour ‘Savvy seekers’ segment What? • Switching to competitor Choc Snack brands When? • Switching driven by competitor promotional activity Where? • All grocery retail. especially Tesco & Asda Place 6P Brand Levers • 65% distribution Proposition Promotion Place Price • Price not in line with premium positioning in the market Product • Superior chocolate quality in blind tasting • 90% aided • Losing awareness promotional • Falling slots to Conviction Cadbury score benefit? WHY? • No issues 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 Enter and own new specialist segments Continue building premium/trigger segment .


Brand Development Brand Building Customer Marketing .

Interrelations between Departments/Functions .


. Award: .possibility to get an Internship in Unilever Marketing.  Deadline: .glazunova@unilever.possibility to win a “SHADOW DAY” within Unilever Marketing. 1st E-mail to: jevgenija.g.Brief for a “Home Task”   Select any of Unilever active brands and produce a Marketing Plan for a New product (e. new Tea or new Deodorant) Contents of Marketing Plan can be found in Handouts.

Thank You and Welcome to Unilever! Are You A Brand Detective? .

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