What brand managers want

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This a presentation I did at Oxford Brookes University, for our alumni, graduate students and business partners.

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What brand managers want

  1. 1. ‘WHAT BRAND MANAGERS WANT’ The Hierarchy of Priorities for Brand Managers During Recession Dr. Ana Isabel Canhoto Senior Lecturer Marketing Oxford Brookes University
  2. 2. Six years ago...(c) Ana Isabel Canhoto, 2011
  3. 3. PRIORITIES1.  Shrewder and smarter target 4.  Employee empowerment, to marketing and use of market ensure buy-in to new-look segmentation strategies and cost-effective2.  Creation of value-led execution. propositions demonstrating 5.  Appreciation of the role of ‘being on the side of the sustainability and the customer’ importance of not overly3.  The greater use of digital hyping such propositions communications, to more within brand building cost-effectively and initiatives. accurately address newly defined target segments and share new-look value propositions (c) Ana Isabel Canhoto, 2011
  4. 4. PRIORITIES1.  Analytics 4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.2.  Creation of value-led propositions demonstrating 5.  Appreciation of the role of sustainability and the ‘being on the side of the importance of not overly customer’ hyping such propositions3.  The greater use of digital within brand building communications, to more initiatives. cost-effectively and accurately address newly defined target segments and share new-look value propositions (c) Ana Isabel Canhoto, 2011
  5. 5. PRIORITIES1.  Analytics 4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.2.  Streamline costs 5.  Appreciation of the role of sustainability and the importance of not overly3.  The greater use of digital hyping such propositions communications, to more within brand building cost-effectively and initiatives. accurately address newly defined target segments and share new-look value propositions (c) Ana Isabel Canhoto, 2011
  6. 6. PRIORITIES1.  Analytics 4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.2.  Streamline costs 5.  Appreciation of the role of sustainability and the importance of not overly3.  Develop digital / new media hyping such propositions capabilities within brand building initiatives. (c) Ana Isabel Canhoto, 2011
  7. 7. PRIORITIES1.  Analytics 4.  Change practices2.  Streamline costs 5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions3.  Develop digital / new media within brand building capabilities initiatives. (c) Ana Isabel Canhoto, 2011
  8. 8. PRIORITIES1.  Analytics 4.  Change practices2.  Streamline costs 5.  Brand audit & management3.  Develop digital / new media capabilities (c) Ana Isabel Canhoto, 2011
  9. 9. The Age of Choice More Service Quality Selection Consistency Convenience Price Risk Time Effort For Less (c) Ana Isabel Canhoto, 2011
  10. 10. (c) Ana Isabel Canhoto, 2011
  11. 11. Where are we now? (c) Ana Isabel Canhoto, 2011
  12. 12. SURVEY OF PRIORITIES FOR FMCG BRAND MANAGERS DURING RECESSION•  Where is the focus for brand managers battling to maintain volumes and shares during this economic melt-down?•  What is the hierarchy of priorities, as brand managers re-engineer brands and marketing programmes in order to survive the recession? (c) Ana Isabel Canhoto, 2011
  13. 13. PRIORITIES DURING RECESSIONMost Important Marketing Mix Elements % Citing This AspectPricing Strategy 92Promos (P-O-S Deals) 90Branding 82Tone of Voice 82MarComms 80Digital 74On-Line Activation 74Product Re-engineering/Re-sizing 74Portfolio Clean-Up/Reduction 72In-Store Activation 70Packaging 68Product Development 62Supply Chain 60Trade Customer Service 38Channel Selection/Initiatives 34Channel Presence/Penetration 30Consumer Service/Support 18 (c) Ana Isabel Canhoto, 2011
  14. 14. PRIORITIES DURING RECESSIONMost Important Marketing Mix Elements % Citing This AspectPricing Strategy 92Promos (P-O-S Deals) 90Branding 82Tone of Voice 82MarComms 80Digital 74On-Line Activation 74Product Re-engineering/Re-sizing 74Portfolio Clean-Up/Reduction 72In-Store Activation 70Packaging 68Product Development 62Supply Chain 60Trade Customer Service 38Channel Selection/Initiatives 34Channel Presence/Penetration 30Consumer Service/Support 18 (c) Ana Isabel Canhoto, 2011
  15. 15. PRIORITIES DURING RECESSION§  Core driver: Demonstrate relevance and value to consumers§  Important: Strong in-store presence and effectively communicating the proposition§  Back seat: § Customer service initiatives [complete reversal of the trend six years earlier] § Channel innovation and channel experimentation [18 months earlier these excited brand and marketing managers]§  Panacea: Digital (c) Ana Isabel Canhoto, 2011
  16. 16. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  17. 17. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  18. 18. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  19. 19. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  20. 20. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  21. 21. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  22. 22. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  23. 23. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  24. 24. GOING DIGITAL My God! What is it Spock? (c) Ana Isabel Canhoto, 2011
  25. 25. GOING DIGITAL My God! What is it Spock? It’s marketing Jim.. but not as we know it… (c) Ana Isabel Canhoto, 2011
  26. 26. GOING DIGITAL – THE NEW DIGITAL WORLD§ The Marketing Society (2008): § Cheaper than traditional ‘above-the-line’ § Faster to alter/tailor § Targetable § Easier to solicit interest § Interactive/dialogues § Captures intelligence § For today’s society/ behaviours § Etc… (c) Ana Isabel Canhoto, 2011
  27. 27. GOING DIGITAL (c) Ana Isabel Canhoto, 2011
  28. 28. GOING DIGITAL – THE COMING OF AGE§ Recent Audit by Strategy Consultants: § Adds complexity/suppliers § Forces multiple marcomms programmes § Young brand teams versus leadership Luddites § Per capita no savings § But… faster, bespoke/tailored, targetable, interactive, intelligence… ‘must have’ (c) Ana Isabel Canhoto, 2011
  29. 29. ‘WHAT BRAND MANAGERS WANT’THE HIERARCHY OF PRIORITIES FOR BRANDMANAGERS DURING THE RECESSION Ana Isabel Canhoto Senior Lecturer Marketing; Oxford Brookes University e: adomingos-canhoto@brookes.ac.uk Twitter: @canhoto www.anacanhoto.com Linkedin: Ana Isabel Canhoto Skype: Ana Isabel Canhoto Facebook: www.facebook.com/ana.canhoto

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