2 million advertising budget and 200 million bars sold within a year
Two years on, impulse sales were feeling the squeeze
Nestle wanted to talk directly to young chocolate snackers and hence, Sun created a dedicated supplement for the Chunky brand.
Objectives: Understanding key differences between the sub-brand and parent brand, isolating the impact of all forms of Kit Kat communications on the Chunky brand & putting the contribution of Sun into context.
Cognitive Tracking was used since it would assess the true impact of the Sun, as part of the total communication mix.
Companies need to re-invent themselves in the new media landscape
According to Association of National Advertisers (ANA), only a fraction of senior management surveyed displayed knowledge of credible marketing metrics.
Brand Marketers heavily focusing only on the creative side of marketing
Marketers need to justify advertising ROI like Kraft, Nestle; otherwise marketing’s role as a top-level strategic driver of the firm will diminish.
Moving down the path to Marketing Accountability Fig. 1.7: Moving down the path to Marketing Accountability (Source: Adapted from See,2007) Risk Taking Transformation Visibility and Financial Controls Senior Level Sponsorship Cross Functionality Marketing Accountability