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Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.

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Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

  1. 1. Millward Brown Vermeer’s Promise 2 Unleashing brand-led business growth
  2. 2. Unleashing brand-led business growth The journey to brand-lead business growth 3 STRATEGY Where to play & how to win? ▪ Segmentation ▪ Market Sizing & Market Entry ▪ Category & Brand Portfolio Strategy PURPOSE What to stand for? ▪ Brand Positioning ▪ Brand Architecture ORGANIZATION How to organize for delivery? ▪ Operating Model & Ways of Working ▪ Global Brand Team Effectiveness EXCELLENCE How to equip for sustainable growth? ▪ Marketing Academy Design ▪ Learning Experience VALUATION What is the financial impact? ▪ Brand Valuation ▪ Return on Investment
  3. 3. Unleashing brand-led business growth Strategy 4 Vermeer developed and rolled out the AB InBev consumer segmentation, brand portfolio, and positioning strategy globally.
  4. 4. Unleashing brand-led business growth Purpose 5 Vermeer led the unlocking and embedding of the Whiskas global brand purpose with our proprietary mass-qualitative storytelling methodology.
  5. 5. Unleashing brand-led business growth Valuation 6 Vermeer is Red Bull’s partner in measuring the brand value impact and sales effectiveness of the marketing and business mix of activities around the world.
  6. 6. Unleashing brand-led business growth Excellence 7 Vermeer supported the Way of Marketing codification, learning curriculum and content creation, and the roll-out of Hershey’s highly successful global marketing training academy.
  7. 7. Unleashing brand-led business growth Organization 8 Vermeer designed and implemented the detailing of the new marketing operating model for Pernod Ricard Americas.
  8. 8. Unleashing brand-led business growth BRANDZ™ Top 100 Global Brand Ranking We power the industry benchmark for brand valuation 9 PUBLISHED BY The most robust and reliable global brand ranking Detailed financial models linked with the BrandZ™ database covering 50,000 brands, 30 countries, and 1.5 million people Includes predictive metrics that allow us to pinpoint brands likely to increase in value in the near future
  9. 9. A brief Introduction
  10. 10. 11 The most comprehensive and global marketing leadership initiative ever undertaken Focused on aligning marketing strategy, structure and capability with business growth Contributions by over 250 CMOs, CEOs and Marketing Thought Leaders and over 10,000 marketers from 92 countries Partners included the WFA, WARC, ANA, Spencer Stuart, Forbes and advertising associations from 10 markets Harvard Business Review cover story Marketing2020 The most comprehensive and global marketing leadership initiative ever
  11. 11. 250 CEO, CMO and Agency Vision Interviews
  12. 12. 10,231 marketing participants from 92 countries
  13. 13. 59% 12% 29% Marketing Communications Others 20% 12% 7% 7%4%10% 40% Media/Communications Business and financial services Consulting Manufacturing Healthcare FMCG Others 21% 34% 44% 1% B2C B2B Both Other 14% 25% 37% 24% Board/EVP/SVP VP/Director Manager Other 3,565 Global Participants Seniority Industry DisciplineType of Business 14
  14. 14. A lot is changing in the Marketing World
  15. 15. From… Product Manager Staff Marketing Strategies Manager Staff Advertising Director Staff Market Research Director Staff Promotion Director Staff CMO Public Relations Manager Staff
  16. 16. …To Public Relations Manager Product Manager Marketing Strategies Manager Market Research Director Promotion Director CMO Advertising Director
  17. 17. Think Analytics Marketers Feel Engagement Marketers Do Production/Content Marketers New Marketing Roles
  18. 18. and CMO leadership
  19. 19. ...to drive business growth
  20. 20. Top Marketing2020 Opportunities & Challenges
  21. 21. Social marketing Purposeful Marketing Collaborating with Consumers Globalization
  22. 22. Opportunity to influence business
  23. 23. Top Marketing2020 Challenges
  24. 24. Infobesity
  25. 25. Privacy risks Organizational silos Doing more with less Touch point consistency
  26. 26. So, what does it take to win?
  27. 27. losers winners 29 Validation
  28. 28. Winning Marketing2020 brand characteristics Big Insights Purposeful Positioning Total Experience
  29. 29. Winning in Marketing2020 Big Insights Purposeful Positioning Total Experience
  30. 30. Big insights Big Insights +30% Big Insights Purposeful Positioning Total Experience
  31. 31. 39% 35% 48% 52% 30% 35% 40% 45% 50% 55% We have right data and analytics available to measure marketing effectiveness We are able to leverage all data and analytics available to improve our marketing effectiveness Underperform Overperform Big Insights Purposeful Positioning Total Experience
  32. 32. Purposeful Positioning Big Insights Purposeful Positioning Total Experience 8% 70% 0% 20% 40% 60% 80% I believe that brands with a clear societal purpose will drive more business growth Disagree Agree
  33. 33. Purpose based functional benefits Big Insights Purposeful Positioning Total Experience
  34. 34. Purpose based emotional benefits Big Insights Purposeful Positioning Total Experience
  35. 35. Purpose based societal benefits Big Insights Purposeful Positioning Total Experience
  36. 36. 30% 40% 50% 60% 70% 80% Q9 Market share Q11 Lead generation Q13 Marketing efficiency Q14 Net promoter score Q15 Consumer engagement Q16 Revenue growth Q17 Marketing return on investment Q18 Brand health Impact of having a societally purposeful brand on marketing KPIs (current performance versus competition) With purpose Without purpose 38 Purpose drives business growth Advantages to be achieved
  37. 37. Total Experience Big Insights Purposeful Positioning Total Experience
  38. 38. Brand value in a digital world 40 B R E A C H O F P R I VA C Y I N C O N S I S T E N C Y DEPTHValueProposition B R E A DT H o f R E L AT I O NS H I P# of Touch Points and Experiences © 2013 EffectiveBrands
  39. 39. Nike’s share of experience 0 1 2 3 4 5 6 7 8 9 10 Price of shoe and system Heart rate monitoring Running computer Quality of shoe Brand image, self- identification Tracking runs Motivation to run Integrating music and running Participating in social network Emotional association with running experience QualityofExperience Key Elements of the Customer’s Experience Nike Experience Curves Perspective of the RunnerHigh Low 41
  40. 40. 42
  41. 41. Organizing for Growth Big Insights Purposeful Positioning Total Experience
  42. 42. Connect: Marketing is too important to be left just to marketers 44 Big Insights Purposeful Positioning Total Experience
  43. 43. Seamless total customer experience Big Insights Purposeful Positioning Total Experience
  44. 44. 38% 19% 54% 46% 10% 20% 30% 40% 50% 60% Marketing works closely with the CEO to establish the company’s strategic growth agenda Within the organization marketing is regarded as a more strategic partner for driving business growth 2006 2013 Big Insights Purposeful Positioning Total Experience Marketing Influence
  45. 45. “Marketing works closely with the CEO … 64% 50% 49% 34% 41% 30% 38% 39% 47% 42% 6% 12% 12% 19% 17% CPG Manufacturing Financial Energy &Utilities HealthCare Always Sometimes Rarely 47 Marketing’s Influence Big Insights Purposeful Positioning Total Experience
  46. 46. Big Insights Purposeful Positioning Total Experience Engineer less — Engage more Inspire:
  47. 47. Inspire: Engage internally 72 43 47 84 60 63 40 50 60 70 80 90 I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our brand purpose We continuously engage our consumers and customers around our brand’s purpose Under Perform Overperform Big Insights Purposeful Positioning Total Experience 49
  48. 48. ‘Googliness’ Big Insights Purposeful Positioning Total Experience
  49. 49. Focus: drives growth Big Insights Purposeful Positioning Total Experience
  50. 50. “I support the global strategy of the brand I am working for - % AGREE” EVP VP/MD Manager Other Global 83% 80% 83% 82% Regional 72% 74% 75% 73% Local 66% 64% 63% 56% Communicate, Communicate … Big Insights Purposeful Positioning Total Experience
  51. 51. Big Insights Purposeful Positioning Total Experience Organise: Orchestration & Integration
  52. 52. Collaborating more closely with IT, Finance and HR % Always 29% 14% 30% 37% 22% 37% 10% 20% 30% 40% Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance Underperform Overperform Big Insights Purposeful Positioning Total Experience
  53. 53. More agencies % that works with more than 5 agencies 31% 42% 20% 30% 40% 50% # agencies Underperform Overperform Big Insights Purposeful Positioning Total Experience
  54. 54. Big Insights Purposeful Positioning Total Experience Building Marketing capabilities drives growth Build:
  55. 55. Over-Performers train more 46 29 0 20 40 60 % who receive >3 days of training per year Over-performers Rest Big Insights PurposefulPositioning Total Experience
  56. 56. … and better 60 48 20 40 60 % who rate quality of training program >6 (scale o Over-performers Rest Big Insights PurposefulPositioning Total Experience
  57. 57. Marketing capabilities have the strongest correlation to revenue growth, brand health and MROI… Growing marketing excellence 24 26 15 42 52 50 10 20 30 40 50 60 Consumer Understanding & Insights Brand Positioning Brand Strategy Underperform Big Insights Purposeful Positioning Total Experience 59
  58. 58. MB Vermeer Big Insights Purposeful Positioning Total Experience
  59. 59. info@marketing2020.org Any questions? Managing Director AMAP | Millward Brown Vermeer Benoit Garbe benoit.garbe@mbvermeer.com Country Manager Saudi Arabia Piotr Chodakowski piotr.chodakowski@millwardbrown.com
  • AgnisPo

    Mar. 11, 2017
  • RapidTecnicCerrajero

    Nov. 1, 2015
  • colinwroy

    Oct. 27, 2015

The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.

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