Embed value-based marketing as a core business practice in Royal Mail, including the leadership and culture, processes and
capabilities.

Marketing matters more than ever
Markets are incredibly complex and competitive
• Competitive intensity has tripled in most markets
• Typical segmentation models now have 400 clusters
• Product lifecyles have reduced by 70% over last decade
Customers are much more powerful than ever
• Consumers now receive 1500 messages per day
• 54% of consumers have registered for “do not call”
• Purchase decisions are typically made in 2.6 seconds
Shareholders demand higher, faster returns
• Intangible assets make up 78% of the Fortune 500’s value
• 60% of brand investment impacts future years
• 21% of CEOs are marketers delivering 5% better TSR
© Peter Fisk 2005