Download - Xko Zych Link 4 2011
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Creating It Is HARD.
ACTIVATING IT IS HARDER!
MARKETING
STRATEGY.
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EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
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EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
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An innovative marketing services agency founded in Atlanta, Georgia in 2003 by two veterans of the Cola
Wars. After many years of promoting the #1 beverage brands in the world, they left to achieve equal
success in creating sales and marketing excitement in the Non-Carbonated world also for clients as diverse
and challenging as …
We’re proud that they chose The XKO Group for consistently meeting & surpassing their needs for:
- Innovative & Strategic Concept Development
- Flawless Program Execution
- Professional Project Management
4
Gary Zych, President
Led the national and global consumer promotion departments for The Coca-Cola Company for eighteen
years, successfully developing, planning and executing multi-million sponsorship activation of proprietary
and 3rd party properties such as …
…for customers and clients including …
Gary successfully created and led the Worldwide Promotional Consultancy in 190+ countries for The
Coca-Cola Company, and is also a winner of The Promotional Marketing Association’s prestigious
“REGGIE” Promotion Of The Year Award for excellence in Sales, Creativity and Execution.
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PROJECT MANAGEMENT
CREATIVE DEVELOPMENT & EXECUTION
ONLINE MARKETING (B-to-C and B-to-B)
BEST-PRACTICE BENCHMARKING
SALES MATERIAL & TRAINING DEVELOPMENT
NEW BUSINESS DEVELOPMENT
PROMOTION DEVELOPMENT & EXECUTION
TRADE AND EMPLOYEE INCENTIVE PROGRAMS
PARTNERSHIP DEVELOPMENT & MANAGEMENT
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EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
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IT ALL STARTS WITH THE STRATEGY …
You develop it or we will, based on your business objectives
THEN WE BRING THE STRATEGY TO LIFE IN YOUR MARKETS BY
ACTIVATING IT WITH …
• A Bold Creative Concept
• Breakthrough Consumer Communication Elements
– In-Outlet
– Offline / Online
• Effective Cross-Functional Project Management
• Fully-Integrated Execution Across:
– B2B, Consumer, Employee, Trade
• Complete Follow-Up And Post-Evaluation
W h a t D o e s
“ ” M e a n ?
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W E D O I T A L L :
R e l i a b l y
• Everything arrives when it is supposed to arrive
• Everything works how it is supposed to work
• Everyone does what they are supposed to do
E f f i c i e n t l y
• We do it right. The first time.
F l a w l e s s l y
• On-Time, On-Strategy, On-Budget
W h a t D o e s
“ ” M e a n ?
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H o w W e D o I t :
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EFFICIENTLY. FLAWLESSLY.RELIABLY.
WE MARKETING STRATEGYACTIVATE
WHAT
WE DO
HOW WE
DO IT
CASE
STUDIES
CONTACT
US
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HOW WE’VE SUCCEEDED…… BY THE SUCCESSFUL EXECUTION OF CONSUMER, TRADE AND EMPLOYEE
STRATEGIES FOR ALL OF THESE BRANDS AND CUSTOMERS … AND MORE!
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SOURCED INNOVATIVE
NEW TECHNOLOGY FOR
CCNA 2000-01
“PRIZE CAN”
Promotions DirectorTM
1st INTEGRATED
BOTTLE / FOUNTAIN
NATIONAL
PROMOTION:
MAJOR VOLUME-
BUILDER &
CREATED 1st
SYSTEMWIDE
PROMOTIONAL
CONSULTING RESOURCE
Ist SYSTEMWIDE,
STANDARDIZED
PROMOTION
DEVELOPMENT
PROCESS
1st PROMOTION DEVELOPMENT
E-LEARNING TOOL
NATIONAL PMAA
REGGIE WINNER !
For Coca-Cola & Others Over The Years ...
WHAT WE’VE INNOVATED
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HOW WE DO IT
MARKETING OBJECTIVE
GENERATE PROFITABLE, RECURRING INCREMENTAL
SALES VOLUME
INCREASE
AMOUNTGENERATE
RECONSIDERATION
GENERATE
TRIALINCREASE
TRANSACTIONSINCREASE
INCIDENCEDIFFERENT, SPECIAL, BETTER
PRICE OFFERS CHANCE CONTINUITY TIE-IN PACKAGING REBATES SAMPLING SPONSORSHIPS PREMIUMSSPECIAL
EEVENTS
AWARENESS ASSOCIATION AVAILABILITY AFFORDABILITYACCEPTABILITY
PROMOTIONAL TACTICS
MARKETING BARRIERS
MARKETING STRATEGIES
B Y E F F E C T I V E LY A L I G N I N G
O B J E C T I V E T O S T R A T E G Y T O T A C T I C
ENHANCE BRAND EQUITY
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THE PROJECT:
THE RESULTS:
• ALL VOLUME & BRAND OBJECTIVES
MET OR EXCEEDED
• FLAWLESS NATIONAL EXECUTION
CASE STUDY: P r o j e c t Ma n a g e m e n t
Coca-Cola NA / Diet Coke Brand Team
CLIENT OBJECTIVES:
• Drive awareness and provide sustaining
support for diet Coke with Lemon
• Maximize incremental volume growth
potential and display activity by leveraging
the lighter personality of diet Coke with Lemon
ASSIGNMENT:LEAD CROSS-FUNCTIONAL PROJECT
MANAGEMENT OF ALL ELEMENTS OF
NATIONAL CONSUMER MARKETING
PROGRAM DEVELOPMENT:
• 20 City Comedy Tour
• 3rd Party Integration / The IMPROV Chain
• AOL Online Sweeps
• Packaging / POS Design
• In-Pack & On-Pack Premiums
• NBC Network TV Special
CLIENT:
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CASE STUDY: We b s i t e D e s i g n & M a n a g e m e n t
CLIENT:
THE COCA-COLA COMPANY /
GLOBAL 7-ELEVEN BUSINESS TEAM
CLIENT OBJECTIVES:BUILD A 19 COUNTRY COMMUNITY
NETWORK TO:
– Connect Coca-Cola People Working On The 7-Eleven Business
– Accelerate Local Business Performance
– Increase Local Knowledge Transfer
ASSIGNMENT:DESIGN, DEVELOP & SUPPORT
CUSTOM “BEST-PRACTICE SHARING”
WEBSITE
THE SOLUTION:
“THE ACCELERATOR” THE COCA-COLA 7- ELEVEN
Best Practice Sharing Website
2004 -2008
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THE PROJECT:
THE RESULTS:
• ALL ELEMENTS PRODUCED
AND DELIVERED ON-TIME AND
ON-BUDGET
• ALL SALES OBJECTIVES MET
OR EXCEEDED
CASE STUDY: P r o j e c t Ma n a g e m e n t
CLIENT:
THE COCA-COLA COMPANY /
GLOBAL 7-ELEVEN BUSINESS TEAM
CLIENT OBJECTIVES:“Increase Slurpee® Sales By Leveraging
Proprietary Coca-Cola Sponsorship Of
#1 National TV Phenomena, „AMERICAN
IDOL”, in all 3,500 USA 7-Eleven units.”
ASSIGNMENT:LEAD PROJECT MANAGEMENT OF
NATIONAL GAME-OF-CHANCE PROGRAM
BY:
• Insuring Total Integrity And National Legal Compliance Of All Critical Game Elements
• Development And Application Of Proper Risk Management Procedures
• Coordinating Timely And Error-Free Game Label Production, Affixing And Distribution With All National Cup Companies
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CASE STUDY:
New Business / Product Development
CLIENT:
National Peanut Board / Atlanta
A Research, Marketing And Promotion
Organization That Represents And Is Funded
By America’s Peanut Farmers
CLIENT OBJECTIVES:Increase USA Peanut Awareness And
Consumption By Promoting The Value,
Consumer Demand And Unique Points Of
Menu Differentiation That Peanuts And
Peanut Products Offer.
ASSIGNMENT:
Foodservice Development Initiative:To Increase USA Peanut Awareness And
Consumption By Initiating Partner
Relationships With Major Restaurant
Chains To Develop Proprietary New
Menu Products Featuring Peanuts And
Peanut Products
THE RESULTS:
Menu-Development
Projects Initiated With
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THE PROJECT:
THE RESULTS:
• ALL ELEMENTS PRODUCED ON-TIME
AND ON-BUDGET
• PROGRAM OBJECTIVES ACHIEVED
CASE STUDY: S a l e s I n c e n t i v e P r o g r a m s
CLIENT:
ALCAN CABLE, INC. / ATLANTA
World’s #1 Aluminum Cable Manufacturer
CLIENT OBJECTIVES:“Drive the National Alcan Sales Rep
Network to promote and sell our products
instead of copper products, while still
maintaining pricing discipline.”
ASSIGNMENT:DEVELOP NATIONAL SALES INCENTIVE
PROGRAM FOR :
• Program Concept Development
• Incentive Payout Design
• Key Graphic Design
• Support Material Design / Production
• Prize Selection / Negotiation / Fulfillment
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CASE STUDY: S a l e s T r a i n i n g / D e v e l o p m e n t
CLIENT: /
ENERGY MARKETING SERVICE
Authorized Direct Sales Marketing Agent For
AT&T U-verse Fiber Optic Cable System
CLIENT OBJECTIVES:
- Expand EMS Sales Offices Nationally From
30 To 100 By 2010
- Become Exclusive National U-verse Direct
Sales Agent For AT&T
ASSIGNMENT:
- Recruit ,Train & Motivate New Sales
Associates To Achieve Client Sales
Goals
- Create New Sales Training MaterialsOBJECTIVES ON-TREND
TO ON-TIME, ON-BUDGET
ACHIEVEMENT
THE PROJECT
THE RESULTS
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Do You Have A Strategy We Can
For You?
Give Us A Buzz!
Activate
1790 Sidestreet Circle Atlanta GA 30341 Ph. 404-406-4931