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Vub presentatie draft 13 05 2013
 

Vub presentatie draft 13 05 2013

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  • Pils market is decliningDemand for fruit beer is growingCurrent profile of Maes drinkers are mainly menFemales prefer fruit beers

Vub presentatie draft 13 05 2013 Vub presentatie draft 13 05 2013 Presentation Transcript

  • Introduction in the life of a Brand Manager Nicole Berx 15/05/2013
  • Agenda 1. The House of Marketing 2. An introduction in the life of a Brand Manager Presentation1 2
  • What is The House of Marketing? Presentation1 3
  • We deliver Marketing expertise in four areas through operational and consulting assignments • • • Market Intelligence Segmentation Branding & Positioning • • • Business & Marketing Planning Employer Branding Sustainability • • • Pricing Product/ Brand/ Category Management Communication (offline & online) • • • Social Media Shopper Marketing Customer Relationship Management III. Organization capabilities • • • Customer Process Management Organization & Change Management Customer Experience • • Marketing Audit Marketing Coaching & Training IV. Performance Management • • • Marketing Dashboards Marketing Performance Management Customer Lifetime Value & ROMI I. Strategic Marketing II. Go-to-Market Presentation1 4
  • Agenda 1. The House of Marketing 2. An introduction in the life of a Brand Manager Presentation1 5
  • Today you will be the Brand Manager of Maes Presentation1 6
  • What are the responsibilities and roles of a Brand Manager? Presentation1 7
  • VIDEO Patricia BRAND MANAGER Presentation1 8
  • A Brand Manager gets in touch with different Marketers CRM-Manager Market researcher Sales Manager R&D researcher Trade Marketer Pricing Manager Communication Manager Presentation1 9 Advertising Agency
  • As a Brand Manager, you get the assignment to launch a new product Presentation1 10
  • Where will you start? 4. Evaluate the success 3. Launch the product 2. Develop the roduct 1. Gather insights & understand market Presentation1 11
  • Get an understanding of the opportunities and the trends through market research Marketers in charge: • Internal : Market Researcher • External : Market Research Company Presentation1 12
  • How does a Brand Manager work with an external agency? Presentation1 13
  • Market researcher GfK Presentation1 14
  • The output of the market research gives you the insights and trends of the market (1/2) What does this graph tell you? Consumption per household (monthly basis) 16 14 12 Lager 10 Fruit beer 8 Abbey beer 6 White beer 4 Stong beer 2 0 2004 2007 2010 Based upon fictive data Presentation1 15 2013
  • The output of the market research gives you the insights and trends of the market (2/2) What does this bar chart tell you? 12 10 8 6 Women 4 Men 2 0 Lager Fruity Abbey White Strong beer beer beer beer beer Based upon fictive data Presentation1 16
  • The second step is to develop the product 4. Evaluate the success 3. Launch the product 2. Develop the roduct 1. Gather insights & understand market Presentation1 17
  • Brainstorm: What type of product will you develop based upon the output of the market research? And how will you position it? Marketers in charge: •R&D • Product Manager • Pricing Manager Presentation1 18
  • Maes developed a new beer ‘Maes Radler’ Presentation1 19
  • Third step is to launch the product 4. Evaluate the success 3. Launch the product 2. Develop the roduct 1. Gather insights & understand market Presentation1 20
  • Once you have your product you need to set up a communication plan Marketers in charge: • Communication Manager • Advertising Agency • Product Manager • Brand Manager Make sure your online and offline communication is integrated Presentation1 21
  • The advertising agency is responsible for the creation and execution of the campaign Account Management Presentation1 Strategic Planning Creative Team 22 Media Planning Production
  • Typical structure in an advertising agency Client Account Director Account Executives Strategic Director Creative Director Strategic Planners Creative Designers Production Account Director and Account Executives are responsible for the communication between the client and the agency Presentation1 23
  • Account Executive is intermediary between advertising agency and ‘client’ Maintaining the relationship with the client Knows the client! Determines communication strategy Sets up meetings with the creative team to ensure the client’s needs and goal are being met Responsible for managing the client’s ad budget and timing Presentation1 24
  • Strategic planner makes sure that the message of the ad cuts through and connect with its audience Identifying what the objective is that the client wants to bring Analyzing the market: what is holding the client from delivering this message Developing a creative strategy in how the message will reach the right audience Presentation1 25
  • Creative team develops the advertisement based upon the briefings from the AE and the strategic planner Presentation1 26
  • Production is responsible for the execution of the creative ideas Presentation1 27
  • Media Planner defines the media planning and chooses media channels Analyses the product and its role on the market Presentation1 Analyses the different media and the publicity run by the competitors Sets up media plan, where he can reach the target group 28 Measures how good you reach your target group
  • A Brand Manager can work together with a Trade Marketer on how to get the products in store Marketer in charge: • Trade Marketer Presentation1 29
  • What are the responsibilities and roles of a Trade Marketer? Presentation1 30
  • VIDEO Loes Trade Marketer Presentation1 31
  • Examples of Maes Radler displays in retail stores Presentation1 32
  • Finally you need to evaluate your success 4. Evaluate the success 3. Launch the product 2. Develop the roduct 1. Gather insights & understand market Presentation1 33
  • Once your product is launched it is important to follow-up on your product Evaluate your campaign Keep your product relevant Build your customer base Presentation1 34
  • Of course there are many other job possibilities in marketing Internet Marketing Executive (M/V) Segment Manager Concept Developer – Marketing Department Analyst Marketing (H/F) Customer Relations Manager Customer Intelligence Manager Product Marketing and Business Development Manager Sales and Marketing Trainees SEO/SEA Manager Product Manager Digital Marketer Commercial Director Segment Manager Sales Planning and Business Intelligence Manager Communications Assistant Brand Activation Supply Chain Manager Presentation1 35
  • Any Questions? Presentation1 36
  • Want to know more about The House of Marketing? Nicole Berx E-Mail: Nicole.Berx@thom.eu The House of Marketing Kardinaal Mercierplein, 2 B-2800 Mechelen Belgium Fax +32 (0)15 444 044 www.thehouseofmarketing.be Join us on LinkedIn Follow us on Twitter Presentation1 37