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Usklajenost poslovne strategije in strategije blagovne znamke

Usklajenost poslovne strategije in strategije blagovne znamke. Enzo Smrekar. Business strategy and brand strategy alignment. Consumers Strategic partners Distributors Employees Marketing Sales. Business strategy. Brand strategy. Corporative strategy.

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Usklajenost poslovne strategije in strategije blagovne znamke

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  1. Usklajenost poslovne strategije in strategije blagovne znamke Enzo Smrekar

  2. Business strategy and brand strategy alignment Consumers Strategic partners Distributors Employees Marketing Sales Business strategy Brand strategy Corporative strategy

  3. New market environment – new business strategy?

  4. FORCES FACING ALL COMPANIES (ALL MARKETING’S) TODAY • Increasing complexity • change • Market maturity • market growth? • “concept to cash” cycle • Globalization • hyper competition • Customer power • equity of brands+

  5. A new breed of marketers is required to meet the challenges of the globalized and digitally connected world

  6. “Marketing is advertising”

  7. “Marketing is blackhole” € € € € € € € € € € € € € € € 7

  8. “Marketing is cost” % % % % Marketing Education R&D IT

  9. MARKETING is art and science EBIT EBITDA ROMI Market share Index of distribution SOV/SOM/SOI ……………

  10. THE CHALLENGE OF BRANDING • MONEY • Short - term results / long – term assets • TIME • Fast disruptive innovation cycle • CLUTTER • Brands need to be focused and unique • CONSISTENCY • Offering customers a consistent experience at every touch points • RIGOR and DISCIPLINE

  11. BRANDS ARE PEOPLE • Marketing is not a battle of products, it's a battle of perceptions. • The power of a brand in the minds of customers: • what they learned, • felt, • seen, • heard about the brand • result of their experiences over time.

  12. BRAND CAN ELEVATE OR DIMINISH THE PRODUCT “It’s not yoghurts that we make, but Danone’s” CEO Danone Product or service BRAND Perceptions source: Brand prism, Kellog on branding, 2005

  13. BRAND IS MUCH MORE THAN ATTACHING A NAME TO THE PRODUCT BRAND EQUITY

  14. How internet as a communication and sales tool influence on marketing?

  15. ARE TRADITIONAL MEDIAS DEAD?

  16. Like mushrooms after the rain…

  17. Internet changed marketing & salesactions TV ads Printads Directmail Radio PR Cinema On line ads Mobileapps Social media Promotions Content websites Sales activities Customer service E-sales

  18. How we create brand strategy (hard part) and brand platform (soft part)?

  19. Brandstrategyprocessandlayouts Customers needs (andtrends) Brandpotential Brandgoals Brandgrowth Brandsales Brand KPI MEX CAPEX Risks Segmentation & targeting & positioning Companygoalsand resources Brandessence Currentbrandportofilo Brandarchitecture Competitors Currentandprospective SITUATION ANALYSIS- BRAND POTENTIAL BRAND STRATEGY BRAND CONCEPT

  20. Brandstrategycontent I. SITUATION ANALYSIS & FORECASTS • Macroenvironmentforecasts • Categoriesforecasts • Customersandtrends • Competitors • Markets • Company market positions II. BRAND CONCEPT • Brandessence • Current & futurebrandarchitecture • Brandpotential • III. BRAND STRATEGY • Strategydimensions (current & futurestate) • BU-category-brandgoal • Growthstrategy • 4P, 12-17 • Salesdevelopment • EBIT development • MEX • CAPEX • Risks IV. WRAP UP

  21. Marketing research – important part of marketing process whichhelps us to understandenvironmentandmeasureourprogress

  22. Weusedifferenttypeofresearchesandagencies Desk research Retail panel Household panel Media panel Focusgroups In depthinterviews Omnibus ……..

  23. Important part ofresearch is forecastingandknowingthetrends • 2006-2011 CAGR XY% • 12-17: stagnating (CAGR -2%) Eco / bio Health Convenience Tastes Connectivity Pleasure “Age Complexity” “Gender Complexity” “Income Complexity” “Life-stage Complexity” vir:Datamonitortrends

  24. Competitors – definetheboundaries

  25. HOW COMPETING AGAINST PRIVATE LABELS?

  26. Brandstrategycontent I. SITUATION ANALYSIS & FORECASTS • Macro environment forecasts • Customers and trends • Competitors • Categories forecasts • Company market positions II. BRAND CONCEPT • Brand essence • Current & future brand architecture • Brand potential • III. BRAND STRATEGY • Strategydimensions (current & futurestate) • BU-category-brandgoal • Growthstrategy • 4P, 12-17 • Salesdevelopment • EBIT development • MEX • CAPEX • Risks IV. WRAP UP

  27. Target Group

  28. Brandidentity Emotional values Personality How it makes me feel? What it says about me? Core values Facts, icon, truths, beliefs Brand Essence Product Physical benefits Rational values

  29. BRAND POSITIONING – theplace in consumersminds • Just do it • Za lepši dan • I’m lovin it • Lowprices, goodvalues • Dobra stran kruha • Užitek v vožnji

  30. Brandstrategycontent I. SITUATION ANALYSIS & FORECASTS • Macro environment forecasts • Customers and trends • Competitors • Categories forecasts • AG market positions II. BRAND CONCEPT • Brand essence • Current & future brand architecture • Brand potential • III. BRAND STRATEGY • Strategydimensions (current & futurestate) • BU-category-brandgoal • Growthstrategy • 4P, 12-17 • Salesdevelopment • EBIT development • MEX • CAPEX • Risks IV. WRAP UP

  31. Brandstrategydimensions • CORE markets where you want to retain the leading market share and you have limited grow potential. • OPPORTUNITY; markets where you put your focus because your brand has or can get the position among top 3 brands in the category. • VENTURE; markets where right now you do not see the potential for growth

  32. GeneralSBU & Category & brandgoal(s) 2017 • BeNo.1 in category…. • aboveaverage EBIT in category…. • brandwithhighestbrandequity • Improveprofitability ….

  33. Brandarchitecture 2011 2012 2013 2014

  34. Mainrisks 13-17 1 10* 6 7 9 Increasing impact 4 5 8 2 3 10 Increasing likelihood

  35. Brandstrategycontent I. SITUATION ANALYSIS & FORECASTS • Macro environment forecasts • Customers and trends • Competitors • Categories forecasts • AG market positions II. BRAND CONCEPT • Brand essence • Current & future brand architecture • Brand potential • III. BRAND STRATEGY • Strategydimensions (current & futurestate) • BU-category-brandgoal • Growthstrategy • 4P, 12-17 • Salesdevelopment • EBIT development • MEX • CAPEX • Risks IV. WRAP UP

  36. Marketing and KPI

  37. Main marketing KPI

  38. Main marketing KPI

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