Global Intelligence partners with the PepsiCo divisions to commercialise business opportunities
Roll-out global initiatives
Multi-country projects with global applicability
… business just got a lot tougher…
Dow Jones Industrial Average….crashes to 2003 levels…
US House prices falling faster than in the Great Depression…
Overextended consumers…fight to remain solvent….
Brand owners slash budgets to deliver profit commitments…. … and the creative world is seeing fundamental change… Financial Times London Edition October 10th
A brief history of marketing… First Era: 1960’s: The Category Benefit A new product to fundamentally change the way you do things Third Era: 1990’s: Celebrity…fame by association Consume this and be part of the “in crowd” Second Era: 1980’s: The Comparative Benefit A new product that offers a significant benefit over the competition Fourth Era: 2007+: Hothouse Commercialisation Lo-cost, lo-risk, high-potential public experimentation
Production costs $40 The Fourth Phase: Hothouse Commercialisation: The Super Bowl's Most-Liked, Most Recalled Commercials IAG Research: Consumers Most Liked Doritos' Consumer-Created Ad NEW YORK (AdAge.com) -- Doritos' "Live the Flavor," a consumer-created commercial , was the Super Bowl ad most liked by viewers across the country, according to IAG Research's post-game survey.
… and the speed of change will continue to increase … “… the processing power of a chip doubles every 24 months…” – while prices remain flat Gordon Moore Intel Founder ‘65 Moore’s Law … two things changed our world forever… 80: 20
… the democratisation of everything! … get whatever you want…fast! Knowledge Research Speciality Romance Travel Communication
“ I am not always sure I know what I want” “ in a world of infinite choice, I am overwhelmed…”
Practical Intellectual Short Term Effect Long Term Effect Strategy Operations Manufacturing Sales Marketing PR Promotions Research Media Client: Production Agency: Consumer Advertising … in the normal course of events…
Practical Intellectual Short Term Effect Long Term Effect Strategy Operations Manufacturing Sales Marketing & Insights Advertising Promotions PR Research … to increase their sphere of influence… Finance Media Client: Production Agency: Consumer … stepchange the visible value you provide..
Innovate to grow… consumers demand better products…. you’ve got to stay ahead to win Invest ahead of the curve… You have got to market through the downturn… … all true…but not much use right now…
I need someone who.. Understands the customer Understands the market Understands my business Can help sell to the board I am still working on my crisis plan…hitting my profit target
… help me interpret and sell the available data…
What are the most productive insights/ads/promos….?
Which will have the largest commercial impact?
Which are the most “executable”?
Which are the most “saleable” internally?
… we know your business cold….we are your partner…