vub presentatie draft 13 05 2013
TRANSCRIPT
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Introduction in the life of a Brand Manager
Nicole Berx15/05/2013
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Agenda
1.The House of Marketing
2. An introduction in the life of a Brand Manager
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What is The House of Marketing?
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We deliver Marketing expertise in four areas through operational and consulting assignments
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I. Strategic Marketing
II. Go-to-Market
• Market Intelligence• Segmentation• Branding & Positioning
• Pricing• Product/ Brand/ Category
Management• Communication (offline & online)
III. Organization capabilities
IV. Performance Management
• Customer Process Management• Organization & Change
Management• Customer Experience
• Marketing Dashboards• Marketing Performance Management• Customer Lifetime Value & ROMI
• Business & Marketing Planning• Employer Branding• Sustainability
• Social Media• Shopper Marketing• Customer Relationship
Management
• Marketing Audit• Marketing Coaching & Training
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Presentation1
Agenda
1.The House of Marketing
2. An introduction in the life of a Brand Manager
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Today you will be the Brand Manager of Maes
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What are the responsibilities and roles of a Brand Manager?
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VIDEO Patricia BRAND MANAGER
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A Brand Manager gets in touch with different Marketers
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R&D researcher
Pricing Manager
Market researcher
Communication Manager
Trade Marketer
CRM-Manager
Sales Manager
Advertising Agency
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As a Brand Manager, you get the assignment to launch a new product
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Where will you start?
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2. Develop the roduct
3. Launch the product
4. Evaluate the success
1. Gather insights &
understand market
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Get an understanding of the opportunities and the trends through market research
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Marketers in charge:• Internal : Market Researcher• External : Market Research
Company
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How does a Brand Manager work with an external agency?
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Market researcher GfK
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The output of the market research gives you the insights and trends of the market (1/2)What does this graph tell you?
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Based upon fictive data
2004 2007 2010 20130
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4
6
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10
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LagerFruit beerAbbey beerWhite beerStong beer
Consumption per household (monthly basis)
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The output of the market research gives you the insights and trends of the market (2/2)What does this bar chart tell you?
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Lager beer
Fruity beer
Abbey beer
White beer
Strong beer
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4
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10
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WomenMen
Based upon fictive data
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The second step is to develop the product
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2. Develop the roduct
3. Launch the product
4. Evaluate the success
1. Gather insights &
understand market
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Brainstorm: What type of product will you develop based upon the output of the market research? And how will you position it?
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Marketers in charge:• R & D • Product Manager• Pricing Manager
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Maes developed a new beer ‘Maes Radler’
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Third step is to launch the product
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2. Develop the roduct
3. Launch the product
4. Evaluate the success
1. Gather insights &
understand market
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Once you have your product you need to set up a communication plan
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Marketers in charge:• Communication Manager• Advertising Agency• Product Manager• Brand Manager
Make sure your online and offline communication is integrated
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The advertising agency is responsible for the creation and execution of the campaign
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Creative Team
Account Managemen
t
Strategic Planning
ProductionMedia
Planning
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Typical structure in an advertising agency
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Account Director
Account Executives
Client
Strategic Director
Strategic Planners
Creative Director
Creative Designers
Production
Account Director and Account Executives are responsible for the communication between the client and the
agency
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Account Executive is intermediary between advertising agency and ‘client’
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Maintaining the relationship with the client
Sets up meetings with the creative team to ensure the client’s needs and goal are being
met
Responsible for managing the client’s ad budget and timing
Knows the client!
Determines communication strategy
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Strategic planner makes sure that the message of the ad cuts through and connect with its audience
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Identifying what the objective is that the client wants to bring
Analyzing the market: what is holding the client from delivering this message
Developing a creative strategy in how the message will reach the right audience
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Creative team develops the advertisement based upon the briefings from the AE and the strategic planner
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Production is responsible for the execution of the creative ideas
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Media Planner defines the media planning and chooses media channels
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Analyses the product
and
its role
on the market
Analyses the different media and
the publicity
run by the competitors
Sets up media plan, where
he can reach the
target
group
Measures how good you reach your target
group
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A Brand Manager can work together with a Trade Marketer on how to get the products in store
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Marketer in charge:• Trade Marketer
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What are the responsibilities and roles of a Trade Marketer?
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VIDEO Loes Trade Marketer
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Examples of Maes Radler displays in retail stores
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Finally you need to evaluate your success
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2. Develop the roduct
3. Launch the product
4. Evaluate the success
1. Gather insights &
understand market
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Once your product is launched it is important to follow-up on your product
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Evaluate your campaign
Keep your product relevant
Build your customer base
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Of course there are many other job possibilities in marketing
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SEO/SEA Manager
Segment Manager
Product Manager
Customer Intelligence Manager
Concept Developer – Marketing Department
Internet Marketing Executive (M/V)
Product Marketing and Business Development Manager
Customer Relations Manager
Commercial Director
Segment Manager
Communications Assistant Brand Activation
Analyst Marketing (H/F)
Sales Planning and Business Intelligence Manager
Supply Chain Manager
Sales and Marketing Trainees
Digital Marketer
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Any Questions?
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Want to know more about The House of Marketing?
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Nicole BerxE-Mail: [email protected]
The House of MarketingKardinaal Mercierplein, 2
B-2800 MechelenBelgium
Fax +32 (0)15 444 044www.thehouseofmarketing.be
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