Fmcgmarketing
Marketing Function in FMCG Environment Brand Building
The Role of Marketing in FMCG Environment
The FMCG market is particularly competitive
Category Leadership
Greater Profitability
Higher Investment
Growth
The Role of Marketing in FMCG Environment
The KEY decision outputs recorded are:
Market definition / segmentation Category/Brand vision Category drivers of value Business goals Brand/portfolio roles
Where we will compete, where not and why Our future intention of what we will be Where our growth will come from Our business target, growth, share or margin Positioning, roles and strategy for the total brand portfolio (global and key regional / local brands) The main strategic actions / objectives / by channel or global strategic Customer How we will win, through specific actions and developing capability: innovation, communication, HR, resource priorities, etc. Metrics and milestones to track progress Must-stops and don’t starts How we will act as a team, our category culture What might destroy our plans
Strategic actions
Detailed strategies / capabilities Targets / measures What we will not do Team behaviour / culture Key risks
Developing a Marketing Strategy for FMCG
Case Study:
How familiar are you with the Unilever 6P‟s Model?
Market dynamics & financial returns Profit Turnover Price Volume Value market size Market growth Volume market size Volume share Value share
Buying behaviour Loyalty Penetration Share of purchase Average pack size Purchase frequency
6P's (brand levers)
Place
• Distribution • Visibility • Number of lines • Share of staff
Proposition
• Consumer attitude • Brand health • 360º comms • Brand investment • ROI • Competitor activity
Promotion
• ROI • Depth of discount • Number of promotions • Compliance • Competitor activity
Pack
• On shelf impact • Variant diff’tiation • Perceived quality • Competitor impact
Price
• Price elasticity • Competitor pricing • Value pricing
The Role of Marketing in FMCG Environment
The FMCG market is particularly competitive
Category Leadership
Greater Profitability
Higher Investment
Growth
The Role of Marketing in FMCG Environment
The KEY decision outputs recorded are:
Market definition / segmentation Category/Brand vision Category drivers of value Business goals Brand/portfolio roles
Where we will compete, where not and why Our future intention of what we will be Where our growth will come from Our business target, growth, share or margin Positioning, roles and strategy for the total brand portfolio (global and key regional / local brands) The main strategic actions / objectives / by channel or global strategic Customer How we will win, through specific actions and developing capability: innovation, communication, HR, resource priorities, etc. Metrics and milestones to track progress Must-stops and don’t starts How we will act as a team, our category culture What might destroy our plans
Strategic actions
Detailed strategies / capabilities Targets / measures What we will not do Team behaviour / culture Key risks
Developing a Marketing Strategy for FMCG
Case Study:
How familiar are you with the Unilever 6P‟s Model?
Market dynamics & financial returns Profit Turnover Price Volume Value market size Market growth Volume market size Volume share Value share
Buying behaviour Loyalty Penetration Share of purchase Average pack size Purchase frequency
6P's (brand levers)
Place
• Distribution • Visibility • Number of lines • Share of staff
Proposition
• Consumer attitude • Brand health • 360º comms • Brand investment • ROI • Competitor activity
Promotion
• ROI • Depth of discount • Number of promotions • Compliance • Competitor activity
Pack
• On shelf impact • Variant diff’tiation • Perceived quality • Competitor impact
Price
• Price elasticity • Competitor pricing • Value pricing