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Andy FennellChief Marketing Officer, Diageo
Outstanding brand portfolio               No.1             Vodka &             No.1          No.1 Premium        Scotch Wh...
The golden era is ahead of us       WORLD         FUNDAMENTALS   RESPONSIBILITY    IS CHANGING         REMAIN          IS ...
A clear strategy                            EMERGING MARKETS    MARKETING INNOVATION                          PRICE POINTS...
EMERGING MARKETS    MARKETING INNOVATION                          PRICE POINTS       PRODUCT INNOVATION                   ...
Strong economic fundamentals -    double digit GDP growth rates                                               +16% China  ...
Increased investment - building    presence and scale7
EMERGING MARKETS    MARKETING INNOVATION                          PRICE POINTS       PRODUCT INNOVATION                   ...
Growth through breadth of participation                                                                         LOCAL     ...
Luxury Scotch innovation across pricepointsBESPOKEPRESTIGE$300 - $3000ULTRA PREMIUM$100 - $300SUPER PREMIUM$50 - $100     ...
Strong luxury growth globally   + 30%                                                   + 10%                             ...
EMERGING MARKETS MARKETING INNOVATION                           PRICE POINTS     PRODUCT INNOVATION                      C...
Accessing new consumer groups     Marketing to      Women         50+      population     Multicultural     population13
EMERGING MARKETS MARKETING INNOVATION                           PRICE POINTS     PRODUCT INNOVATION                      C...
15
EMERGING MARKETS MARKETING INNOVATION                           PRICE POINTS     PRODUCT INNOVATION                      C...
Marketing innovation - changing the way we engage with consumers                        MUSIC           DATA              ...
THE JOHNNIE WALKER HOUSE20
Johnnie Walker Voyager21
22
24
25
Agility of a small company in the body of a big company                    SCALE             AGILITY26
Driving clear results                        Relative share price performance     350                                     ...
THANK YOU     AND QUESTIONS28
Global Marketer Conference 2013 - Andy Fennell, CMO, Diageo
Global Marketer Conference 2013 - Andy Fennell, CMO, Diageo
Global Marketer Conference 2013 - Andy Fennell, CMO, Diageo
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Global Marketer Conference 2013 - Andy Fennell, CMO, Diageo

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Transcript of "Global Marketer Conference 2013 - Andy Fennell, CMO, Diageo"

  1. 1. Andy FennellChief Marketing Officer, Diageo
  2. 2. Outstanding brand portfolio No.1 Vodka & No.1 No.1 Premium Scotch Whisky spirit No.1 Premium by volume brand No.1 No.1 Imported Gin Tequila In US No.1 No.1 No.1 Canadian Liqueur Stout whisky source: Impact data 20112
  3. 3. The golden era is ahead of us WORLD FUNDAMENTALS RESPONSIBILITY IS CHANGING REMAIN IS KEY3
  4. 4. A clear strategy EMERGING MARKETS MARKETING INNOVATION PRICE POINTS A&P PRODUCT INNOVATION CONSUMER GROUPS4
  5. 5. EMERGING MARKETS MARKETING INNOVATION PRICE POINTS PRODUCT INNOVATION CONSUMER GROUPS5
  6. 6. Strong economic fundamentals - double digit GDP growth rates +16% China +11% Vietnam +10% Brazil +12% Ethiopia +11% India Source: IMF, GDP CAGR growth, 2008-20126
  7. 7. Increased investment - building presence and scale7
  8. 8. EMERGING MARKETS MARKETING INNOVATION PRICE POINTS PRODUCT INNOVATION CONSUMER GROUPS8
  9. 9. Growth through breadth of participation LOCAL VODKA SCOTCH WHISKEY GIN TEQUILA RUM CORDIALS CATEGORIES ULTRA PREMIUM SUPER PREMIUM PREMIUM POPULAR / VALUE9
  10. 10. Luxury Scotch innovation across pricepointsBESPOKEPRESTIGE$300 - $3000ULTRA PREMIUM$100 - $300SUPER PREMIUM$50 - $100 INNOVATION RENOVATION
  11. 11. Strong luxury growth globally + 30% + 10% + 30% + 39% + 32%Source: Diageo net sales growth, year ended 30 June 2012
  12. 12. EMERGING MARKETS MARKETING INNOVATION PRICE POINTS PRODUCT INNOVATION CONSUMER GROUPS12
  13. 13. Accessing new consumer groups Marketing to Women 50+ population Multicultural population13
  14. 14. EMERGING MARKETS MARKETING INNOVATION PRICE POINTS PRODUCT INNOVATION CONSUMER GROUPS14
  15. 15. 15
  16. 16. EMERGING MARKETS MARKETING INNOVATION PRICE POINTS PRODUCT INNOVATION CONSUMER GROUPS18
  17. 17. Marketing innovation - changing the way we engage with consumers MUSIC DATA TECHNOLOGY ENTERTAINMENT19
  18. 18. THE JOHNNIE WALKER HOUSE20
  19. 19. Johnnie Walker Voyager21
  20. 20. 22
  21. 21. 24
  22. 22. 25
  23. 23. Agility of a small company in the body of a big company SCALE AGILITY26
  24. 24. Driving clear results Relative share price performance 350 DIAGEO 300 250 200 150 100 FTSE 100 50 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 201327
  25. 25. THANK YOU AND QUESTIONS28

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