agenda introduction vector consulting marketingmatters mm marketingmatters mm products way forward...
TRANSCRIPT
Agenda
IntroductionVector Consulting
Marketingmattersmm
marketingmattersmm products
Way forward
“The skillful executive conquers with knowledge and imagination. She creates better products; uncovers unmet needs; provides
greater satisfaction. He outflanks his competitors in the constituent’s mind without resorting to head-to-head battles or lengthy
campaigns.” Sun Tzu
Because YOUR ideas matter.
We integrate Your experience and knowledge with Our marketing expertise into a practical, profitable solution.
Together We can achieve exponentially more and speed up delivery to market.
Our philosophy of creating empassioned marketing through the entire value chain, creates a marketing focus that enriches your business and strengthens your results.
Jennifer Smith, is a passionate marketer with 22 years business experience, 20 of which have been spent in sales and marketing. Jennifer believes that marketing is the blueprint for success of any organization. She has worked as a product and brand manager for leading brand companies like L’Oreal, Unilever and Tiger Brands,Tetra Pak and SASA. She has her BA, 3 IMM marketing diploma’s, her MBL and is a Chartered Marketer.
“A leader who uses resources appropriate to the challenge at hand, will win” Sun Tzu
Jennifer now harnesses her 22 years of practical and theoretical knowledge of business and marketing, to provide a complete marketing strategy consulting service, from strategy development to implementation plans.
Jennifer works closely with a network of marketing communication specialists to provide a broad range of services to clients who don’t have their own service providers.
“A leader who uses resources appropriate to the challenge at hand, will win” Sun Tzu
The key to success is creating The key to success is creating strategic links in the value strategic links in the value
chain….chain….
AdminProcurement
FinanceSub contracting
HR
SalesMarketing
Logistics InLogistics Out
OperationServicing
IntroductionVector Consulting
marketingmattersmm
marketingmattersmm products
Agenda
Marketing MindsMarketing MissionMarketing MixMarketing MeasureMarketing Modernization
Marketing MatrixMarketing MentorMarketing Methods
“If you know your constituents, your competitors and yourself, your strategies will not fail, even if you are challenged 100 times” Sun Tzu
If you know yourself only, but are ignorant of your constituents or your competitors, you can expect to fail as often as you succeed.” Sun Tzu
Marketing Matters manages the relationship with the research company
We will develop the research brief
Evaluate the research proposals and make a recommendation based on agreed criteria
Manage the research process
Assist in evaluation of the results and the development of strategies
We personally conduct customer surveys
““A Vision without action is just a dreamA Vision without action is just a dreamAction without a vision just passes the timeAction without a vision just passes the timeA vision with Action can change the world’A vision with Action can change the world’Nelson MandelaNelson Mandela
Why have a vision or mission?
To give clear direction to any sustainable strategy
development, and inspire the marketing, sales,
value chain teams in their communication with
each other, clients and service providers.
A gold standard against which all implementation
plans are created and measured.
How do we achieve this?
In a Workshop environment the dynamic exchange
of ideas and interplay between members of the value
chain team is actively encouraged, to create a common
Vision, Mission, and Values, and the Critical Success
Factors that will underpin these.
““A Vision without action is just a dreamA Vision without action is just a dreamAction without a vision just passes the timeAction without a vision just passes the timeA vision with Action can change the world’A vision with Action can change the world’Nelson MandelaNelson Mandela
Various tools to find the brand essenceBrand architecture process
Bulls eye process
A process of distilling the essence of a brand asking a series of questions and developing essential truths about the brand;
What it says about me
How it makes me feel
Substantiators
Core proposition
Brand Essence
Brand Personality
The Tetra Brik Aseptic Carton Bulls Eye Diagram
A caringmother
Someone who enjoys the
good thingsin life.
Confident & Adventurous
Totally in tune with the times
What it says about meHow it makes me feel
Healthyand smart
Makes mefeel good
I choose who I want to be, fun, sensible or daring.
Brand PersonalityA friend who is always there for you andEnjoys the good things in life with you
Core Proposition
Enjoy the natural goodnessof liquid food brands in a
Tetra Brik Carton.
Brand Essence
Natural
Range of openings,
attached straws
Substantiators
Special packaging
Unique filling method - aseptic
High quality graphics
No preservatives
Large range of quality brands & market leaders
Healthy
Convenience
Long shelf life
Wide variety
Natural taste/quality
Ingredients list; no preservatives
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
Based on the four P’s of marketing, which are:
The key role of the BMP is to align the resources of the business behind growing the brandWe take into account how each element of the Marketing Mix communicates your brand or message to the consumer and your stakeholders in order to develop your marketing plans
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
Turning Vision into Action
Greater focus on the key issues and opportunities facing your brandsMarketing plans that are led by clear business and brand objectivesFully integrated plans that link communication, activation and the consumer with the resources of the organisation
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu
“If you are ignorant of yourself, in addition to your constituents and competitors, you will fail every time.” Sun Tzu
Brand Audits
Sales results/forecasts
Nielsen’s tracking data
Millward Brown adtrack
Determining and tracking key industry indicators
AMPS – utilise Soft Copy front end to create an analysis of
markets or product categories
Etc.
“If you are ignorant of yourself, in addition to your constituents and competitors, you will fail every time.” Sun Tzu
“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi
To stay relevant to your consumer
Innovation and creativity are vital to our growth
Creativity only becomes innovation when ideas become
useful i.e. when a new product or service is launched or
starts to make money
Creativity is a behaviour, Innovation is a process.
“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi
Identify anidea withpotential
Craft the idea& confirm
potential withconsumers
Make the conceptspractical,profitableworkable
Full scaleproduction
Trade marketing
MonitorReviewRefine
“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi
“The greater the scope of actions, the greater the expenditure of resources. Resources should be available before action is undertaken.” Sun Tzu
A liaison service for clients with limited marketing or time
resources
It includes briefing, monitoring and standard setting
services to ensure the client’s interests and objectives
are met by the service providers such as;
“The greater the scope of actions, the greater the expenditure of resources. Resources should be available before action is undertaken.” Sun Tzu
“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain
Training days and customised workshops
Teach entrepreneurs basic marketing skills
Activate knowledge to enhance co-operation between functions
Create buy-in from other functions such as Finance, Production and
Sales
Help create effective, cross-functional or value chain teams
Improve speed to market
Improve success rate of new product launches
“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain
“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain
Mentor/coaching role to young brand/marketing managers
Work together on critical success areas
Removes burden from line management
Speeds up effective delivery
Short term (6 months)
Telephonic help line
Coaching role to entrepreneurs with limited marketing
experience/resources
Agenda
Introduction
marketingmattersmm
marketingmattersmm products
Way forward