Unilever's Marketing Skills | Brand | Marketing

PROFESSIONAL SKILLS

DICTIONARY
MARKETING APPENDIX
(2
nd
version)
Issued: November 2000
Introd!tion
This Appendix replaces the original Professional Skills ictionar! " #arketing Appendix issued
b! $nilever in %&&'(
A summar! of the ne) #arketing Professional Skill Areas is provided on the follo)ing page*
complete )ith definitions and a list of Skill Sub Areas(
Subse+uent pages of the Appendix provide more detail on each Skill Area( ,ach page is
headed )ith the Skill Area and its definition( The Skill Sub Areas are then listed along )ith a
more detailed breakdo)n of the activities involved in each case(
Skill profiles for ke! marketing roles and a resources guide to help in skill development are
also available in separate documents(
-or those heavil! involved in consumer understanding.market research* there are further skill
descriptions available in a separate #arket /esearch Professional Skills Addendum(
M"r#etin$ Pro%ession"& S#i&&s Are"s
Cons'er Insi$(t
$sing and interpreting consumer research to anticipate and define the motivating factors driving consumers0 brand choice
and usage behaviour( 1enerating and appl!ing consumer insight to drive competitive advantage and business gro)th(
") )i&din$ (o&isti! nderst"ndin$ o% !ons'ers
*) P&"nnin$ '"r#et rese"r!(
!) Inter+retin$ '"r#et rese"r!(
d) S,nt(esisin$ "nd s("rin$ !ons'er &e"rnin$
e) Gener"tin$ ins+irin$ !ons'er insi$(ts
%) Anti!i+"tin$ !rrent "nd %tre !ons'er o++ortnities
M"r#etin$ Str"te$, Deve&o+'ent
$sing consumer insight and competitor anal!sis to anticipate market gro)th opportunities and to determine the markets*
channels and segments to operate in( 2hallenging the status +uo )ith brand strategies that beat competitors and deliver
outstanding levels of profitable gro)th(
") An"&,sin$ '"r#et trends "nd $ro-t( drivers
*) Cre"tin$ " vision o% '"r#et "nd !("nne& +otenti"&
!) Anti!i+"tin$ !o'+etitor "!tions
d) Constr!tin$ *r"nd +ort%o&io str"te$ies
e) )i&din$ re.ired '"r#etin$ !"+"*i&ities
%) Providin$ in+t into t(e *siness +&"nnin$ +ro!ess
)r"nd E.it, M"n"$e'ent
3uilding a brand so it becomes and remains the preferred choice of consumers( $sing the 3rand4e! to map current and
future positioning ob5ectives in a )a! that guides the brand0s mix development* increasing its consumer appeal*
competitive distinctiveness and gro)th potential( emonstrating passion for and commitment to the brand* both inside and
outside the compan!(
") De%inin$ t(e Ke, Positionin$
*) Deve&o+in$ t(e Ke, /ision
!) For'&"tin$ Ke, E0tensions
d) A&i$nin$ *r"nd *siness +&"ns -it( t(e )r"ndKe,
e) Stren$t(enin$ t(e *r"nd 'i0
%) Assessin$ *r"nd (e"&t(
Co''ni!"tion C("nne& M"n"$e'ent
Planning and implementing an integrated programme of brand communication* )hich uses all available channels to
communicate the brand0s messages to targeted consumers in the most cost effective )a!(
") Investi$"tin$ !o''ni!"tion !("nne& o++ortnities
*) De%inin$ !o''ni!"tion t"s#s1 t"r$ets "nd *d$ets
!) Deve&o+in$ !re"tive Co''ni!"tion P&"ns
d) I'+&e'entin$ inte$r"ted !o''ni!"tion !"'+"i$ns
e) Ev"&"tin$ !"'+"i$n !ost e%%i!ien!, "nd e%%e!tiveness
)r"nd Co''ni!"tion
eveloping creative brand communication campaigns that achieve outstanding levels of effectiveness* appl!ing the
principles and processes of 6Advanced 3rand 2ommunication0(
") Deve&o+in$ ins+irin$ *rie%s
*) )i&din$ s!!ess%& "$en!, te"' re&"tions(i+s
!) 2d$in$ !re"tive +ro+os"&s
d) Deve&o+in$ otst"ndin$ !o''ni!"tion !"'+"i$ns
e) Gidin$ otst"ndin$ *r"nd +"!#"$in$ desi$n
%) Ev"&"tin$ !o''ni!"tion e%%e!tiveness
)r"nd Innov"tion
7ith consumer insight as the inspiration* )orking )ith other professional specialists to create or adopt consumer"relevant
innovations that are rolled out fast* using the principles and practices of IP#(
") Cre"tin$ " s+irit o% innov"tion
*) E0+&orin$ !ons'er "nd te!(no&o$i!"& o++ortnities
!) Gener"tin$ !re"tive innov"tion ide"s
d) Desi$nin$ -innin$ innov"tion !on!e+ts
e) M"n"$in$ t(e innov"tion +ro3e!t +ort%o&io
%) Drivin$ innov"tion +ro3e!ts t(ro$( t(e %nne&
$) L"n!( +&"nnin$1 i'+&e'ent"tion "nd ev"&"tion
)r"nd A!tiv"tion
3ringing a brand to life in the local marketplace via creative implementation of its core mix( elivering brand gro)th b!
using all channel opportunities to connect )ith consumers and deepen their experiences and relationships )ith the brand(
") Convertin$ *r"nd str"te$ies into innov"tive "!tivit, +&"ns
*) Deve&o+in$ !&ose '"r#et+&"!e !onne!tions -it( !ons'ers
!) I'+&e'entin$ !ons'er "!tiv"tion +ro$r"''es
d) Drivin$ *r"nd visi*i&it, "nd !("nne& +resen!e
e) M"n"$in$ +ri!es1 +ro%it '"r$ins "nd *d$ets
%) Monitorin$ '"r#et deve&o+'ents "nd *r"nd +er%or'"n!e
C("nne& "nd Csto'er M"r#etin$ Deve&o+'ent
2ollaborating )ith 2ustomer #anagement to develop channel and customer specific marketing plans and activities(
,nsuring that brand sales are maximised b! addressing the current marketing needs and future opportunities of all trade
business partners(
") Assessin$ !("nne& "nd !sto'er deve&o+'ents "nd o++ortnities
*) Inter+retin$ tr"de +"rtner '"r#etin$ needs
!) Contri*tin$ to C"te$or, M"n"$e'ent
d) Deve&o+in$ !("nne& "nd !sto'er4s+e!i%i! '"r#etin$ +&"ns
A!tive M"r#etin$ Le"rnin$
3uilding marketing kno)ledge and best practice through external scanning* active experimentation and ongoing
operational activities( Translating and appl!ing this kno)ledge and best practice to drive brand development and gro)th(
") See#in$ "nd "++&,in$ '"r#etin$ *est +r"!ti!e
*) An"&,sin$ "nd !"+trin$ &e"rnin$
!) Pro'otin$ "nd !o''ni!"tin$ &e"rnin$
d) E0+eri'entin$ to !re"te ne- #no-&ed$e
M"r#etin$ Pro%ession"& S#i&&s
Cons'er Insi$(t
$sing and interpreting consumer research to anticipate and define the motivating factors driving consumers0
brand choice and usage behaviour( 1enerating and appl!ing consumer insight to drive competitive advantage
and business gro)th(
") )i&din$ (o&isti! nderst"ndin$ o% !ons'ers
revie)ing and absorbing existing consumer information8 meeting and interacting )ith consumers face to face8
entering the consumer0s )orld to appreciate their living conditions8 understanding important social and cultural
consumer drivers8 seeing ho) the brand and product categor! fit consumers0 needs* experiences and expectations8
observing and experiencing consumer product usage behaviour8 appreciating the different need states of consumers
across different locations* time and situations8 understanding the consumer as a shopper8 building relationships )ith
consumers as individuals(
*) P&"nnin$ '"r#et rese"r!(
identif!ing kno)ledge gaps that can be addressed b! market research8 planning a portfolio of strategic and tactical
market research pro5ects8 defining marketing problems and action standards as a basis for specific pro5ect briefing8
)riting market research briefs in partnership )ith other pro5ect team members8 seeking innovative market research
methodologies and anal!tical techni+ues8 contributing to)ards design of market research studies 9 e(g( methodolog!*
sample:8 developing stimulus materials for market research activities8 assessing agenc! market research proposals(
!) Inter+retin$ '"r#et rese"r!(
kno)ing ho) to get the most out of attending market research field)ork8 listening for unexpected findings in
research debriefs8 distilling market research findings into ke! learning points and actions8 mining +uantitative
market research data for ne) insights8 interpreting consumer mapping and segmentation studies8 understanding the
statistical significance of +uantitative research results and ho) to get the most from the data8 appreciating the role
and limitations of market research techni+ues8 using research findings to challenge management 5udgement(
d) S,nt(esisin$ "nd s("rin$ !ons'er &e"rnin$
recording and cataloguing market research findings and insights8 integrating findings from different studies to build a
comprehensive overall picture8 making consumer learning readil! accessible8 spreading and championing consumer
learning throughout the business8 arranging debrief sessions to capture insights follo)ing direct contact )ith
consumers8 appl!ing lessons from past studies8 ensuring brand activities remain true to their original consumer
vision or rationale(
e) Gener"tin$ ins+irin$ !ons'er insi$(ts
understanding the meaning of consumer insight and ho) it links )ith other marketing and development processes8
using 6foresight0 to obtain future"relevant consumer insights8 seeking unconventional perspectives on the consumer*
the brand and the product categor!8 opening man! different )indo)s to the )orld of the consumer8 )orking )ith
;out of the box< research techni+ues to challenge conventional )isdom8 sharing stories and anecdotes )ith other
team members about interesting ideas and experiences 8 expressing consumer insights in exciting )a!s(
%) Anti!i+"tin$ !rrent "nd %tre !ons'er o++ortnities
building a sense of emerging social and economic trends 9i(e( 6foresight0:8 identif!ing discontinuities that )ill affect
consumer behaviour8 )orking )ith expert and leading edge consumers to predict future mainstream needs8
appreciating the implications of the internet revolution8 comparing and combining consumer insights to find relevant
common themes8 identif!ing and anticipating consumer need gaps8 defining opportunit! areas to act as springboards
for brand"building ideas(
M"r#etin$ Pro%ession"& S#i&&s
M"r#etin$ Str"te$, Deve&o+'ent
$sing consumer insight and competitor anal!sis to anticipate market gro)th opportunities and to determine the
markets* channels and segments to operate in( 2hallenging the status +uo )ith brand strategies that beat
competitors and deliver outstanding levels of profitable gro)th(
") An"&,sin$ '"r#et trends "nd $ro-t( drivers
conducting environmental scans based on 6foresight08 defining the market from the consumer0s perspective8
anal!sing market segmentation8 identif!ing market and industr! d!namics and trends8 addressing issues of
sustainabilit! and environmental concerns and pressures8 modelling responses in consumer demand to price*
advertising* promotion etc(8 identif!ing opportunities for profitable gro)th and market entr!(
*) Cre"tin$ " vision o% '"r#et "nd !("nne& +otenti"&
imagining ho) markets could look in the future8 reshaping market understanding )ith mould breaking thinking8
identif!ing ke! gro)th opportunities and competitor threats8 defining the future market and its parameters8 assessing
potential to create ne) markets through alliances* partnerships and ne) channels8 deriving an inspiring business
mission and strategic thrusts8 defining the /esearch agenda8 creating stretch 9;big hair! audacious goals<:(
!) Anti!i+"tin$ !o'+etitor "!tions
identif!ing both current and potential competitors 9 e(g( e"commerce* private label:8 assessing relative strength of
business against ke! competitors across value chain8 determining competitor market strategies and capabilities8
modelling demand and competitor responses to changes in price* advertising* promotion etc(8 assessing implications
of potential competitor reactions8 developing marketing strategies and tactics to forestall competitor actions(
d) Constr!tin$ *r"nd +ort%o&io str"te$ies
taking risks )ith ne) ideas8 assessing potential brand roles in context of market segmentation and d!namics8
revie)ing implications of each brand0s existing 3rand4e!8 5udging cross"categor! potential of brands8 generating
alternative portfolio scenarios to anticipate potential market developments8 evaluating strategic h!potheses and
options8 determining the portfolio of brands for each market8 establishing pricing and value points )ithin the
portfolio8 determining relative investment levels for each brand(
e) )i&din$ re.ired '"r#etin$ !"+"*i&ities5
conducting internal scrutin!8 leading change and challenging the status +uo8 defining ke! capabilities needed to
implement market. portfolio strateg!8 assessing re+uired capabilities against existing capabilities8 examining )a!s
to leverage existing capabilities8 identif!ing means of developing ne) capabilities(
%) Providin$ in+t into t(e *siness +&"nnin$ +ro!ess
contributing to)ards formal business planning exercises 9e(g( Annual 2ontract* 2ategor! Strategies:8 ensuring
marketing plans are consistent )ith compan! and categor! strategies8 agreeing business targets and milestones8
communicating strateg! and explaining implications8 building appropriate contingencies and responses8 allocating
compan! resources to enable strateg! implementation8 championing marketing opportunities )ith high business
potential(
M"r#etin$ Pro%ession"& S#i&&s
)r"nd E.it, M"n"$e'ent
3uilding a brand so it becomes and remains the preferred choice of consumers( $sing the 3rand4e! to map
current and future positioning ob5ectives in a )a! that guides the brand0s mix development* increasing its
consumer appeal* competitive distinctiveness and gro)th potential( emonstrating passion for and
commitment to the brand* both inside and outside the compan!(
") De%inin$ t(e Ke, Positionin$
appreciating the role of brand positioning as the ke! to gro)th8 understanding the brand0s historical development8
capturing the realit! of the brand " )here it is toda! in the hearts and minds of its consumers8 expressing the brand0s
positioning in an accurate and inspiring )a! 9e(g( )ords* visual imager!:8 constructing 3rand4e!s for competitor
brands8 using market research to build the 4e! Positioning8 determining a po)erful* competitive* consumer
involving iscriminator8 communicating the brand0s positioning across the compan!8 managing the brand0s essence
over time(
*) Deve&o+in$ t(e Ke, /ision
building a deep sense of the brand0s true meaning8 defining brand e+uit! drivers8 anticipating the direction of
competitive brand development8 deciding )hich elements of toda!0s 4e! Positioning should change in the future8
defining the vision )ith other professions and countries8 tuning the vision to future market trends and strategies8
constructing imaginative development plans to achieve the vision8 ensuring individual brand development plans are
consistent )ith portfolio strategies(
!) For'&"tin$ Ke, E0tensions
appreciating potential line extension possibilities )ithin the brand portfolio8 recognising negative conse+uences of
uncontrolled extensions8 assessing the extent a line extension builds or borro)s from the brand0s e+uit!8 evaluating
the risks of cannibalisation8 creating 4e! ,xtensions for each ma5or extension8 defining a clear structure for a
brand0s product portfolio8 clarif!ing the role of the master brand and its extensions in the overall categor! portfolio(
d) A&i$nin$ *r"nd *siness +&"ns -it( t(e )r"ndKe,
establishing financial and marketing ob5ectives for the brand8 obtaining ade+uate resources to translate the brand
strateg! into action8 developing integrated mix development plans8 assessing ho) planned activities )ill contribute
to the brand0s 4e! =ision8 translating brand e+uit! development plans in to viable financial targets and business
plans(
e) Stren$t(enin$ t(e *r"nd 'i0
ensuring all brand activities build rather than dilute its e+uit!8 using consumer input to guide brand mix
development8 aligning brand mix )ith stage of market development8 exploiting ne) communication technologies to
build stronger consumer relationships and brand lo!alt!8 protecting intellectual properties of the brand 9e(g( trade
marks:8 championing the brand )ithin the compan!8 constructing guidelines and toolkits to support brand activation(
%) Assessin$ *r"nd (e"&t(
recognising the drivers and indicators of brand health8 defining benchmarks for brand performance and consumer
perceptions8 monitoring all aspects of brand and competitor brand performance8 identif!ing the brand0s strengths and
)eaknesses8 determining the ke! issues the brand must address8 ensuring consumer brand perceptions are
developing in line )ith the 4e! =ision8 taking action to respond to emerging brand health issues(
M"r#etin$ Pro%ession"& S#i&&s
Co''ni!"tion C("nne& M"n"$e'ent
Planning and implementing an integrated programme of brand communication* )hich uses all available
channels to communicate the brand0s messages to targeted consumers in the most cost effective )a!(
") Investi$"tin$ !o''ni!"tion !("nne& o++ortnities
understanding ho) and )hen consumers use media and receive communication messages8 assessing +ualitativel! and
+uantitativel! the role of all potential channels in delivering communication ob5ectives 9e(g( sponsorship* P/:8
recognising changes in the communication environment8 exploring the possibilities created b! ne) communication
channels 9e(g( interactive:8 evaluating channel performance 9e(g( cost* reach* effect* +ualitative fit* depth etc(:8
examining channels0 deliver! of audiences in terms of lifest!le* attitudes and socio"demographics(
*) De%inin$ !o''ni!"tion t"s#s1 t"r$ets "nd *d$ets
)orking )ith brand and channel planning agenc! teams8 agreeing the brand0s business priorities* marketing activities
and tasks8 defining target audiences in terms of volumetrics* attitudes and socio"demographics8 defining specific
marketing and communication ob5ectives8 deciding budget parameters using AI# methodolog! and #inimum
,ffective 7eights8 evaluating alternative communication channels for each task(
!) Deve&o+in$ !re"tive Co''ni!"tion P&"ns
compiling draft plans )hich pull together all brand communication tasks8 co"ordinating plans )ith those of other
brands in the categor!8 exploring all potential 6meeting points0 bet)een the brand and the consumer8 using
3rand4e! to stimulate ideas on use of communication channels8 building in experiments )ith ne) communication
channels 9e(g( internet:8 responding to channel opportunities inspired b! creative campaign ideas8 optimising timing
and integration of communication activities8 searching for opportunities to achieve 6breakthrough0 in media cost
effectiveness8 formulating the brand0s mandator! annual 2ommunications Plan8 developing a vision of longer term
communication activities(
d) I'+&e'entin$ inte$r"ted !o''ni!"tion !"'+"i$ns
developing implementation briefs for each specific channel8 selecting and managing the team of agencies and the
specialists involved8 integrating the efforts of different agencies8 evaluating plans prior to implementation8
responding to ne) ideas as the! emerge during the implementation process8 participating in agenc! negotiations and
understanding the implications8 exploiting opportunities for local media deals(
e) Ev"&"tin$ !"'+"i$n !ost e%%i!ien!, "nd e%%e!tiveness
identif!ing relevant measures of campaign efficienc! and effectiveness8 revie)ing the role of current research
techni+ues in measuring effectiveness8 developing measurement tools for campaigns that use emerging and
alternative media8 ensuring monitoring s!stems are in place to measure media deliver!8 building models of
campaign effectiveness8 distinguishing cost effectiveness and efficienc! b! channel and creative treatment8
benchmarking spend levels and cost effectiveness8 assessing return on investment8 feeding back campaign results to
agenc! team(
M"r#etin$ Pro%ession"& S#i&&s
)r"nd Co''ni!"tion
eveloping creative brand communication campaigns that achieve outstanding levels of effectiveness* appl!ing
the principles and processes of 6Advanced 3rand 2ommunication0(
") Deve&o+in$ ins+irin$ *rie%s
using the 3rand 4e! and 2ommunication Plan as the starting point8 focusing the brief on the iscriminator8 setting
ob5ectives in terms of consumer behaviour8 debating and sharpening the brief )ith the agenc! team8 generating
stimulating* insightful* confident )ritten briefs8 clarif!ing the need for a ne) campaign or executional idea8 selling
the brief to the agenc! in a livel! face to face presentation(
*) )i&din$ s!!ess%& "$en!, te"' re&"tions(i+s
building strong compan!. agenc! teams8 kno)ing ho) agencies are organised* ho) the! )ork* ho) the! make
mone!8 developing shared professional values and ob5ectives8 motivating agencies to take risks and innovate8
developing integrated creative campaigns )ith multi"agenc! teams8 maintaining the excitement and 6spark0 )hen
)orking )ith agencies8 managing agenc! meetings8 providing agencies )ith clear and realistic time plans(
!) 2d$in$ !re"tive +ro+os"&s
organising the agenc! creative presentation8 understanding the core idea8 5udging )hether the idea )ill affect
consumer behaviour8 appl!ing the A32 principles 9Attention* 3randing* 2ommunication:8 5udging the
campaignabilit! of the idea8 discussing and responding to agenc! proposals constructivel!8 taking risks and being
open to surprises8 )riting clear actionable responses to proposals(
d) Deve&o+in$ otst"ndin$ !o''ni!"tion !"'+"i$ns
ensuring o)nership of the creative proposals across the team8 using +ualitative research to explore and build ideas
)ith consumers8 developing suitable research stimulus material8 keeping the focus on developing strong simple
ideas8 assessing the strength of final creative proposals using +uantitative research8 providing clear guidance during
the pre and post production process8 anal!sing production +uotes to optimise cost.+ualit! trade"offs(
e) Gidin$ otst"ndin$ *r"nd +"!#"$in$ desi$n
defining the role of packaging design in the 4e! =ision and 2ommunication Plan8 revie)ing the main elements of
the brand0s visual identit!8 selecting design houses against pro5ect re+uirements8 )orking in teams )ith other
professions* design houses and packaging suppliers8 generating and communicating inspiring design briefs8 5udging
design proposals against A32 criteria8 exploiting the communication potential of both graphic and structural design(
%) Ev"&"tin$ !o''ni!"tion e%%e!tiveness
assessing campaign performance against marketing and communication ob5ectives8 planning and interpreting market
research to evaluate the impact of brand communication on consumer behaviour8 modelling sales levels in response
to advertising expenditure8 monitoring developments in brand a)areness and image ratings over time8 evaluating the
effectiveness of each element of the campaign8 comparing communication effectiveness versus competitor campaigns(
M"r#etin$ Pro%ession"& S#i&&s
)r"nd Innov"tion
7ith consumer insight as the inspiration* )orking )ith other professional specialists to create or adopt
consumer"relevant innovations that are rolled out fast* using the principles and practices of IP#(
") Cre"tin$ " s+irit o% innov"tion
creating a climate )here creativit! is valued8 encouraging risk"taking and entrepreneurial flair8 re)arding people for
taking and using other people0s ideas8 experimenting to find ne) and better )a!s of doing things8 celebrating
success* learning from failure8 collaborating )ith managers from other countries and professions8 creating a
stimulating ph!sical environment8 building a sense of innovation opportunit!8 being decisive and action"orientated
as )ell as creative and explorator!(
*) E0+&orin$ !ons'er "nd te!(no&o$i!"& o++ortnities
focusing on )hat might be* not on )hat )as 8 probing to discover latent consumer needs8 seeking information and
experiences to stimulate insights8 kno)ing the technical foundations of a categor! and specific products8
collaborating )ith /esearch to explore technological possibilities and limitations8 investigating developments in
packaging design and technolog!8 ensuring consumer needs and benefits are the drivers for evaluating technolog!
opportunities(
!) Gener"tin$ !re"tive innov"tion ide"s
using consumer insights and opportunities as springboards to ne) ideas8 directing efforts in line )ith business
strateg! and the 3rand4e! =ision8 adopting successful ideas from others 9companies* countries* categories:8
appl!ing creative thinking techni+ues8 seeking unconventional perspectives 9e(g( na>ve experts* extreme consumers:8
listening to and building on the ideas of others8 seeking opportunities for business and specification simplification8
capturing and sharing ideas 9e(g( inopad:(
d) Desi$nin$ -innin$ innov"tion !on!e+ts
building ideas into distinctive consumer relevant concepts8 using concepts to develop and test h!potheses )ith
consumers8 developing protot!pes for +uick consumer response8 rec!cling and building on promising ideas and
concepts in consumer research8 exploiting the potential of packaging in delivering form* function and
communication8 identif!ing relevant technical attributes* benefits and cues8 ensuring the concept remains true to
consumer needs8 )riting motivating 2harter 1ate documents(
e) M"n"$in$ t(e innov"tion +ro3e!t +ort%o&io
appl!ing the IP# portfolio management tools to link innovation to the business strateg!8 validating the risk profile
of the portfolio8 ensuring that the portfolio contains both adopted and ne) ideas8 setting and appl!ing portfolio and
pro5ect metrics8 tracking pro5ect gro)th potential against business gro)th ob5ectives8 focusing innovation efforts in
priorit! areas ? ;less is more<8 allocating resources across innovation pro5ects8 continuousl! performing appraisals of
pro5ects 9e(g( )hen to stop a pro5ect:8 addressing both short and long term hori@on needs8 making investments using
IP# 1ate procedures(
%) Drivin$ innov"tion +ro3e!ts t(ro$( t(e %nne&
using pro5ect planning tools and techni+ues 9e(g( 1antt* P,/T:8 building top management.stakeholder commitment8
crafting the development of ne) marketing mixes8 co"ordinating the inputs and activities across processes 9e(g(
manufacturing* packaging:8 managing international I2 and local compan! relationships8 managing trade"offs
bet)een speed.cost.+ualit!8 monitoring and controlling pro5ect budgets8 performing pro5ect risk assessment8 using
market research to check and challenge pro5ect market potential8 preparing 1ate documents at each funnel stage(
$) L"n!( +&"nnin$1 i'+&e'ent"tion "nd ev"&"tion
assessing and ensuring the practicalit! of pro5ect implementation8 communicating launch plans to all internal parties8
)orking )ith the constraints and opportunities of the suppl! chain and distribution channels8 ad5usting to reflect
regional.local variations and issues 9e(g( legal* cultural:8 5ointl! managing the roll"out of I2"developed innovations8
developing imaginative launch support programmes8 communicating +ualitative and +uantitative learning 9process*
consumer* mix* success and failures: using IP# and categor! kno)ledge management tools(
M"r#etin$ Pro%ession"& S#i&&s
)r"nd A!tiv"tion
3ringing a brand to life in the local marketplace via creative implementation of its core mix( elivering brand
gro)th b! using all channel opportunities to connect )ith consumers and deepen their experiences and
relationships )ith the brand(
") Convertin$ *r"nd str"te$ies into innov"tive "!tivit, +&"ns
defining local marketing ob5ectives b! brand and channel8 generating creative ideas to stimulate consumer interest
and sales gro)th8 recognising potential opportunities for the brand in existing and emerging channels8 tuning
international brand mixes for brilliant local implementation8 integrating activit! proposals into coherent brand and
categor! plans8 developing local 2ommunications Plans8 aligning tactical activities )ith the brand0s 4e! Positioning(
*) Deve&o+in$ !&ose '"r#et+&"!e !onne!tions -it( !ons'ers
;hunting< for meeting points bet)een the brand and the consumer8 connecting )ith consumers in their homes* local
stores* street markets* etc(8 discovering the drivers of consumer shopping behaviour8 exploiting databases to enable
one"to"one relationship management8 managing and supporting consumer advice and support services8 resolving
consumer complaints to the satisfaction of the consumer8 capturing and responding to consumer feedback(
!) I'+&e'entin$ !ons'er "!tiv"tion +ro$r"''es
specif!ing the role and ob5ectives of 2onsumer Activation #arketing 92A#: )ithin the overall brand.categor!
activit! plan8 executing effective launch activities for ne) products8 ensuring promotional activities support the 4e!
=ision8 developing platforms for integrated promotional* sponsorship* advertising and P/ campaigns8 creating a
brand 6experience0 for consumers8 )orking )ith agencies to develop effective techni+ues and executions8 planning
and managing promotion implementation8 involving other departments and external partners to enable operational
implementation8 exploiting databases to target promotional offers8 assessing promotional effectiveness against brand
and categor! plans(
d) Drivin$ *r"nd visi*i&it, "nd !("nne& +resen!e
bringing the brand to life at consumer destinations8 identif!ing unconventional brand communication opportunities8
exploiting brand icons and properties as communication vehicles8 contributing to)ards the development of impactful
point"of"sale materials8 ensuring the brand is )ell merchandised* accessible and visible in all priorit! channels8 using
ne) product launches to advance brand visibilit! and channel presence(
e) M"n"$in$ +ri!es1 +ro%it '"r$ins "nd *d$ets
assessing the impact of pricing on purchase decisions and sales volume8 determining price levels and promotion
polic!8 monitoring and protecting brand profit margins8 defining brand support priorities and budget allocations8
controlling brand expenditure versus budget8 delivering against annual profit targets(
%) Monitorin$ '"r#et deve&o+'ents "nd *r"nd +er%or'"n!e
checking brand in"market performance 9e(g( sales* shares* distribution etc(:8 assessing developments in market si@e
and structure8 searching locall! and internationall! for intelligence about competitor activit! and performance8
responding to sales short falls or competitive challenges8 monitoring developments in the political* legal and
economic areas8 defining marketing information re+uirements and s!stems8 evaluating effectiveness of market
support activities(
M"r#etin$ Pro%ession"& S#i&&s
C("nne& "nd Csto'er M"r#etin$ Deve&o+'ent
2ollaborating )ith 2ustomer #anagement to develop channel and customer specific marketing plans and
activities( ,nsuring that brand sales are maximised b! addressing the current marketing needs and future
opportunities of all trade business partners(
") Assessin$ !("nne& "nd !sto'er deve&o+'ents "nd o++ortnities
anal!sing brand and customer shopper profiles8 identif!ing brand opportunities based on shopper insights8 assessing
impact of trade and customer developments on consumer marketing8 experimenting )ith exciting and emerging
6routes to market08 developing ne) and alternative channels8 assessing )here value is created and diminished )ithin
a channel8 building kno)ledge of trade customers from store visits* compan! literature and historic behaviour8
anal!sing sales data to identif! drivers of brand gro)th8 rapidl! communicating consumer insights to members of
2ustomer #anagement(
*) Inter+retin$ tr"de +"rtner '"r#etin$ needs
investigating channel* partner and customer needs and opportunities8 appreciating trade margin structures and
ob5ectives in each channel8 recognising the implications of customers0 decision and implementation processes8
incorporating trade partners re+uirements from the beginning of brand development pro5ects 8 reflecting customer
re+uirements in brand. categor! plans 9e(g( store image* shelving* storage* promotional policies:(
!) Contri*tin$ to C"te$or, M"n"$e'ent
developing clear internal categor! strategies to guide categor! management )ith customers8 helping to determine a
consumer orientated categor! definition8 determining the priorit! channels for the categor!8 deciding the role of each
channel in meeting the categor! goals8 defining and promoting role of our brands )ithin the trade partner0s
assortment8 contributing to shelf management proposals8 developing* 5ointl! )ith 2ustomer #anagement and ke!
customers* an efficient line assortment8 identif!ing brand mix development opportunities to maximise in"store
effectiveness* 9e(g( shelf impact:8 encouraging the development of effective shelf la!out and cabinet siting plans8
translating consumer insight and brand strateg! into relevant trade communication(
d) Deve&o+in$ !("nne& "nd !sto'er4s+e!i%i! '"r#etin$ +&"ns
planning marketing activities to gro) brand e+uit! and sales8 determining an appropriate brand portfolio in each
channel8 aligning brand plans to consumer and channel specific needs and opportunities8 agreeing brand marketing
ob5ectives and support budgets for trade activities8 participating in the design of effective tailor"made trade
promotional activities8 leveraging brand communication and activation campaigns via in"store activities8 identif!ing
and assessing opportunities to adapt products to specific channels8 ensuring brand pricing strateg! is coherent across
channels8 ensuring all trade activities are in line )ith brand ob5ectives and strateg!(
M"r#etin$ Pro%ession"& S#i&&s
A!tive M"r#etin$ Le"rnin$
3uilding marketing kno)ledge and best practice through external scanning* active experimentation and
ongoing operational activities ( Translating and appl!ing this kno)ledge and best practice to drive brand
development and gro)th(
") See#in$ "nd "++&,in$ '"r#etin$ *est +r"!ti!e
identif!ing marketing and business driven learning needs and opportunities8 demonstrating openness to ideas*
practices and learning from inside and outside the business8 s!stematicall! searching for and scanning sources of ne)
marketing practices8 seeking opportunities to meet and learn from consumers* customers and competitors8 using
kno)ledge management tools 9e(g( IP# toolbox: to enhance decision making and action8 appl!ing marketing best
practice both as an individual and as a team leader8 establishing communities of practice for ke! marketing activities(
*) An"&,sin$ "nd !"+trin$ &e"rnin$
anticipating the potential learning to be gained from marketing pro5ects and planned activities8 setting specific
learning goals for post launch revie)s* campaign assessments* promotion evaluation* etc(8 distilling the lessons from
market research findings8 building learning into market* pricing and campaign effectiveness models8 using
techni+ues to translate experience into learning 9e(g( stor! telling* case studies* visualisation:8 incorporating learning
into o)n PP8 capturing learning )ith kno)ledge management tools to 9e(g( IP# learning* IP# toolbox* marketing
databases:8 being creative to capture +ualitative* less tangible learning 9e(g( video of presentations* meetings*
electronic suggestion boards:(
!) Pro'otin$ "nd !o''ni!"tin$ &e"rnin$
participating in 6communities of interest0 to exchange and develop ideas and practices 8 contributing to and accessing
categor! kno)ledge )ork 9e(g( IP# and categor! databases:8 organising and running )orkshops to disseminate
learning8 teaching on #arketing Academ! events and programmes8 coaching* leading and promoting marketing
learning8 contributing to #arketing Academ! catalogue of case studies and good practice8 regularl! communicating
ke! lessons and insights to marketers and other professionals 9)ithin compan! and across businesses and categories:(
d) E0+eri'entin$ to !re"te ne- #no-&ed$e
encouraging calculated risk taking and learning from mistakes8 investigating* piloting and implementing ne)
marketing tools and techni+ues8 selecting areas for 6disciplined0 experimentation8 generating the h!potheses to be
tested8 setting up small"scale experiments to tr! out ne) ideas8 communicating the results )idel!8 seeking
challenge on o)n ideas and proposals8 finding and using alternative )a!s to recognise and celebrate learning(

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