2. Changes in the Marketplace

3. Rate of Change
Source: Marketing Leadership Council resource

4. Art: Grant Wood (1891-1942), American Gothic 1930 ; The New American Gothic ©Lou Beach
The Changing Consumer

5. Tough Economic Pressures
5.9%
4.7%
2.8%
0%
8%
1998-99 2000-01 2001-02
Food manufacturers’ top-line growth slowed to 2.8%
Lowest level in
10 years!
Source: Financial Performance Report – Summer 2003 – GMA & Swander Pace & Company

6. Efficiency Tactics Running Out
Source: Marketing Leadership Council resource

7. CPM Up – Effectiveness Down
Source: Marketing Leadership Council resource

8. “We are drowning in information
and starved for knowledge.”
- Unknown
Photo: ©Lou Beach , created for The New York Times

9. “Marketers are desperate for
better results in world where
the old tools are becoming
more expensive and less attractive.
If a new model isn't developed, the old one will
simply collapse.”
-Steve Heyer

10. A Change Imperative

11. Global + Local

12. How can we contribute?
What should we do differently?
How will we know when we get there?

13. Provide an holistic view
1
2
3Inspire action
Predict the future

14. Provide an holistic view1
24,000 square feet
47 fireplaces
10,000 windows
Six kitchens160 rooms
Intercom system Patented no-clog sinkWool wall insulation
Source: Sales executive council research

15. The Price of Parts
• Different Locks
• 65 Doors Leading to Blank Walls
• 13 Staircases Abandoned
• 24 Skylights in Floors
147
0
0
25
50
75
100
125
150
175
Builders Architects
$5.5 million total cost over 38 years
Source: Sales executive council research
Winchester House Workforce 1884

16. Image: gjs.com
From… To…
Provide an holistic view

17. Predict the future 2

18. Go Beyond…

19. Inspire action3

20. The Assignment

21. Provide a holistic view
1

22. Slower is Faster

23. A Diverse Team

24. Types of Relationships
Committed
Close
Casual
Voluntary or
InvoluntaryGetting
Acquainted
Voluntary or
Involuntary

25. Predict the future
2

26. Source: http://www.suphawut.com/images/brain_left_right.gif
Inspire action
3

27. Structural Equation Modeling
Result: Drives Consumption Volume

28. Video

30. Marketing Applications…
Portfolio Management
Brand Profiles
The Beverage Landscape

31. …And Beyond
Consumers
Investment Community
& Stockholders
Employees
Customers & Suppliers
Bottlers

32. Provide a holistic view
1
2
3Inspire action
Predict the future

33. Quote: Alan Kay