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Building Marketing CapabilitySimon Clift – Chief Marketing Officer
This presentation may contain forward-looking statements, including ‘forward-looking statements’ within the meaning of the United States Private Securities Litigation Reform Act of 1995.
These forward-looking statements are based upon current expectations and assumptions regarding anticipated
developments and other factors affecting the Group. They are not historical facts, nor are they guarantees of future performance.Because these forward-looking statements involve risks and
uncertainties, there are important factors that could cause actual results to differ materially from those expressed or implied by
these forward-looking statements. Further details of potential risks and uncertainties affecting the Group are described in the Group’s filings with the London Stock Exchange, Euronext Amsterdam and
the US Securities and Exchange Commission, including the Annual Report & Accounts on Form 20-F. These forward-looking
statements speak only as of the date of this presentation.
Safe harbour statement
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One core competence
Superior branded selling propositions
Personal Care growing at 6% +
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Global habits, global competitors
Development of Deo global model
RegionalCentres
Global NetworkEstablished
Starting to work together
Cross-regionalProjects
Global Projects
Full GlobalWorking
1994-95 1996 1997-98 1999 2000
Global economies of excellence, speed & scale
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Different global habits
Leveraging experience from Personal Care
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Brilliantly differentiated
Axe Pulsegoes where our target
goes
TV
Release TRACKacross Europe
PR
POS
EVENTS
Commission a TRACK
DIGITAL
NEW FRAGRANCE
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Dove Pro-Age 360 PR Coverage – Oprah
Family Goodness Brand
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Family Goodness Brand Mission
““To nourish children To nourish children to reach their full potential.to reach their full potential.””
Rama Idea!
Rama Idea! is the first margarine that contains important nutrients that support mental development!
Product:•Low fat (39%) spread•Rich source of selected brain nutrients (DHA, ALA, B-vits)
Packaging•One design for the world
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No te abandona
Nao te abandona
Ne vous laisse pas tomber
Lasst Dich nicht im stich
НИКОГДА НЕ ПОДВЕДЕТ
Nigdy cię nie zawiedzie
Setia Setiap Saat
ΔΕΝ ΘΑ Σ’ ΕΓΚΑΤΑΛΗΨΕΙ
Setia Sepanjang Hari
Daar kun je op vertrouwen
Universal insights
Japan Gets the Axe Effect 2007
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The Global / Local challenge
global brand = global bland?
Global Local
judging the balance
Domestos – from Europe to India
Europe India
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INTEGRATED BRAND COMMUNICATIONUnilever’s 360 degree marketing programme
• INTEGRATED around a single idea
• Encompasses ALL touch points
• Exploitation of the idea across the most APPROPRIATEchannels, phased, to meet OBJECTIVES
• Planned in TALKABILITY
UNILEVER
IBC: Television is no longer enough eg Sunsilk Malaysia
30”station
spot
30”SunSilk
spot
10”closing bum
per10”
open
ing
bum
per
5 minute episode
30”Predicam-ent with
SMS call-to-action segment
45”opening followed
by solution to
last week’s
dilemma
UNILEVER
SMS competition:What should Illyana do?
‘Illyana’s Dreams’A prime-time TV drama
featuring Sunsilk character ‘Illyana’
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ILLYANA ON MOBILE
1. SMS Contest
2. Mobile Downloads
4. Illyana’s Wap Site
RM0.50/SMS. Yana slalu terfkir Kak Ju ygkeje srg kat kafe. Ygplg rindu - nasilemak! Gembira sgtblk KL. I’m hm at last! Siapa nak belikan synasi lemak?!
3. Illyana’s diary on SMS
UNILEVER
ILLYANA ON-LINE
UNILEVER
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ILLYANA’S BLOG
Illyana’s WAPSite
Catch Illyana on TV3@3pm on 28 Aug 06
1. Illyana’s Diary
2. Mobile Downloads
3. Past Episodes
4. SMS Contest
5. About Illyana’s WAP site
July 6th, 2006
Lama Yana X update blog. Tulah, bila katAust sbuk sgt, pegi sini sana. Tiap2 hariada benda nak buat. Shopping mmg best! got sumthin 4 evry1.. Harap2 mrk sk. Tpklau dorang x suka, Yana bole simpan je.
Tinggal sama mama lain rasanya.. mmgseronok klau hol, tp it’s nt hme! Yana slalu terfikir Kak Ju yg keje srg katkafe. Yana rindu Kak Ju & Kak Faz&…Fasha…& …
Yg paling Yana rindu…nasi lemak…cari2 pun x dpt…x kan nk mkn vegemite tiappagi! Yana gembira sgt balik KL….I’m home at last! Siapa nak belikan saya nasilemak?!
Read past entries
(Price: RM0.50/per entry)
Illyana’s Diary
Brought to you by Sunsilk & eBuzz
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UNILEVER
PRINT COVERAGE
UNILEVER
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Measurable Marketing Objectives:Sunsilk strengthens leadership in shampoo to 24%
UNILEVER
Measurable Marketing Objectives:Sunsilk becomes No 1 in Conditioner
UNILEVER
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=
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Non Users 80 11 7 6
Users 20 89 93 95
Deos Oral Hair Soap
3B Non-users1.500 bn Euro OPPORTUNITY!
e.g. Asia is half the world’s population
But only 7 out of 100 Asians use Deos
+
…as half the world don’t yet use a deo
It’s our market to grow …
1025
105139
148
1999
2000
2001
2002
2003
2004
2005
€ mio
164 168Russia Deodorant Market from 1999
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Unilever’s first global masstige innovation
It’s time to believe in miracles
Launched in:*China*Thailand*Philippines*Indonesia
Sep’06Oct ’06Nov 06Nov 06
*India*Vietnam*Taiwan
Dec ’06Jan 07Jan 07
with leading edge formulationhas breakthrough CLA anti-aging technology
“Age spots and wrinkles are reduced in just 7 days”
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2006
2007
Rama/Blueband Idea!Launched in 14 countries in 5 months
Dry Wet
CUBITOSFrom Latin America to
a fast coordinated rolloutthroughout CEE and
Africa (harmonised mix)
WET SOUPS (DOY PACK)From the Netherlands to a fast
coordinated rolloutto Western Europe under Knorr
(harmonised mix)
Knorr fast roll-out
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Marketing ROI
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-20,000
0
Sep-97 Jan-98 May-98 Sep-98 Jan-99 May-99 Sep-99 Jan-00 May-00 Sep-00
Sal
es
Source of Volume by Business Driver
0200400600800
10001200
Competitor Advertising
Base
Online
4.04.24.44.64.85.0
Detailing0
20
40
60
80
100
MeetingsEvents
0200400600800
10001200
DTC
0200400600800
10001200
Samples -0.8-0.6-0.4
-0.20.00.2
Long Term Brand Equity Growth
Marketing ROI: Measuring Effectiveness of Advertising Content
3%
5%
15%
30%
50%
30%
15%
5%
3%
3%
5%
15%
30%
50%
30%
15%
5%
3%
Top
Bot
tom
Top
Bot
tom
Enjoyment Engagement Branding PerceivedUnderstanding
Relevance Persuasion Brand Appeal
BrandDifference
MainPoint
Ad Profile
Efficiency at getting the brand’s message across
Effectiveness of message
Whether on strategy
(Illustrative Example)
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AIM
MAC
BudgetSetting
AIM
MAC
BudgetSetting
Marketing ROI: Key research and Planning / Buying tools
Marketing ROI: Example of Brand Quarterly Tracker
GMI-1 Internal Fin. Data
Millward Brown
AC Nielsen / World Panel
AC Nielsen / IRI / GMI-1
Millward Brown
CARAT
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Econometric Modeling Process
Build models that show how individual marketing and other
drivers impacted sales
Data Collection Establish historical marketing sales response curves
Report historical ROIRun optimizers for ROI maximizing budget allocation
Response Curves
5
10
15
20
25
30
35
40
Incr
emen
tal S
ales
Spend In Channel
TV BrandTV Promo
OutdoorDirect Mail
Yellow pages
PrintOnline
Current Spend
5
10
15
20
25
30
35
40
Incr
emen
tal S
ales
Spend In Channel
Optimal Spend
5
10
15
20
25
30
35
40
Incr
emen
tal S
ales
Spend In Channel
ROI of A&P spend: Summary
Content Development
Media Planning
Laun
ch- Concept Product Tests- Simulated Test Markets
- Advertising Investment Measure (AIM)- Marketing Activity Costing (MAC)-Minimum Investment Level (MIL)-Mindshare Industry Metrics- Accenture Benchmarks
DynamicTracking
- Brand Image metricswith attribution of source
Market Mix Modelling
- Disaggregationof mix effects
Input Metrics Output Metrics Operational(ongoing)
Loop back to development process
- Qualitative Research- Preview Adprofile
InnovationQuality
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Marketing: an art as much as a science
infectious brand ideas
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