what brand managers want

‘WHAT BRAND MANAGERS WANT’

The Hierarchy of Priorities for Brand Managers During

Recession

Dr. Ana Isabel Canhoto Senior Lecturer Marketing Oxford Brookes University

Six years ago...

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Shrewder and smarter target marketing and use of market segmentation

2.  Creation of value-led propositions demonstrating ‘being on the side of the customer’

3.  The greater use of digital communications, to more cost-effectively and accurately address newly defined target segments and share new-look value propositions

4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.

5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions within brand building initiatives.

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Analytics

2.  Creation of value-led propositions demonstrating ‘being on the side of the customer’

3.  The greater use of digital communications, to more cost-effectively and accurately address newly defined target segments and share new-look value propositions

4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.

5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions within brand building initiatives.

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Analytics

2.  Streamline costs

3.  The greater use of digital communications, to more cost-effectively and accurately address newly defined target segments and share new-look value propositions

4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.

5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions within brand building initiatives.

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Analytics

2.  Streamline costs

3.  Develop digital / new media capabilities

4.  Employee empowerment, to ensure buy-in to new-look strategies and cost-effective execution.

5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions within brand building initiatives.

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Analytics

2.  Streamline costs

3.  Develop digital / new media capabilities

4.  Change practices

5.  Appreciation of the role of sustainability and the importance of not overly hyping such propositions within brand building initiatives.

(c) Ana Isabel Canhoto, 2011

PRIORITIES

1.  Analytics

2.  Streamline costs

3.  Develop digital / new media capabilities

4.  Change practices

5.  Brand audit & management

(c) Ana Isabel Canhoto, 2011

The Age of Choice

(c) Ana Isabel Canhoto, 2011

Service

Selection

Convenience

Risk

Effort Time

Consistency

Quality

More

For Less

Price

(c) Ana Isabel Canhoto, 2011

Where are we now?

(c) Ana Isabel Canhoto, 2011

SURVEY OF PRIORITIES FOR FMCG BRAND

MANAGERS DURING RECESSION

•  Where is the focus for brand managers battling to maintain volumes and shares during this economic melt-down?

•  What is the hierarchy of priorities, as brand managers re-engineer brands and marketing programmes in order to survive the recession?

(c) Ana Isabel Canhoto, 2011

PRIORITIES DURING RECESSION

(c) Ana Isabel Canhoto, 2011

Most Important Marketing Mix Elements % Citing This Aspect Pricing Strategy Promos (P-O-S Deals) Branding Tone of Voice MarComms Digital On-Line Activation Product Re-engineering/Re-sizing Portfolio Clean-Up/Reduction In-Store Activation Packaging Product Development Supply Chain Trade Customer Service Channel Selection/Initiatives Channel Presence/Penetration Consumer Service/Support

92 90 82 82 80 74 74 74 72 70 68 62 60 38 34 30 18

PRIORITIES DURING RECESSION

(c) Ana Isabel Canhoto, 2011

Most Important Marketing Mix Elements % Citing This Aspect Pricing Strategy Promos (P-O-S Deals) Branding Tone of Voice MarComms Digital On-Line Activation Product Re-engineering/Re-sizing Portfolio Clean-Up/Reduction In-Store Activation Packaging Product Development Supply Chain Trade Customer Service Channel Selection/Initiatives Channel Presence/Penetration Consumer Service/Support

92 90 82 82 80 74 74 74 72 70 68 62 60 38 34 30 18

PRIORITIES DURING RECESSION

(c) Ana Isabel Canhoto, 2011

§ Core driver: Demonstrate relevance and value to consumers

§  Important: Strong in-store presence and effectively communicating the proposition

§ Back seat: § Customer service initiatives [complete reversal of the trend six years earlier]

§ Channel innovation and channel experimentation [18 months earlier these excited brand and marketing managers]

§ Panacea: Digital

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

My God! What is it Spock?

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

My God! What is it Spock?

It’s marketing Jim.. but not as we know it…

GOING DIGITAL – THE NEW DIGITAL WORLD

(c) Ana Isabel Canhoto, 2011

§ The Marketing Society (2008): § Cheaper than traditional ‘above-the-line’ § Faster to alter/tailor § Targetable § Easier to solicit interest § Interactive/dialogues § Captures intelligence § For today’s society/ behaviours § Etc…

GOING DIGITAL

(c) Ana Isabel Canhoto, 2011

GOING DIGITAL – THE COMING OF AGE

(c) Ana Isabel Canhoto, 2011

§ Recent Audit by Strategy Consultants: § Adds complexity/suppliers § Forces multiple marcomms programmes § Young brand teams versus leadership Luddites § Per capita no savings § But… faster, bespoke/tailored, targetable, interactive, intelligence… ‘must have’

‘WHAT BRAND MANAGERS WANT’

THE HIERARCHY OF PRIORITIES FOR BRAND

MANAGERS DURING THE RECESSION

Ana Isabel Canhoto Senior Lecturer Marketing; Oxford Brookes University

e: adomingos-canhoto@brookes.ac.uk

Twitter: @canhoto www.anacanhoto.com

Linkedin: Ana Isabel Canhoto Skype: Ana Isabel Canhoto

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