Scribd Logo
Upload

Welcome to Scribd!

  • 390 views

    Unilever Marketing Openflame

    Uploaded by

    Ashok Yadav
    The document discusses marketing strategies for fast-moving consumer goods (FMCG) companies. It outlines key decisions for developing a marketing strategy, including market definition, category vision, drivers of growth, business goals, and brand portfolio roles. It also discusses strategic actions, detailed strategies and capabilities, targets and measures, and risks. The document provides a case study on Unilever's 6P's model and includes a completed 6Ps worksheet for Magnum analyzing issues around share loss in the multipacks market. Finally, it discusses category/brand stewardship and interrelations between marketing departments and functions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    Unilever Marketing Openflame

    Uploaded by

    Ashok Yadav
    390 views15 pages
    The document discusses marketing strategies for fast-moving consumer goods (FMCG) companies. It outlines key decisions for developing a marketing strategy, including market definition, category vision, drivers of growth, business goals, and brand portfolio roles. It also discusses strategic actions, detailed strategies and capabilities, targets and measures, and risks. The document provides a case study on Unilever's 6P's model and includes a completed 6Ps worksheet for Magnum analyzing issues around share loss in the multipacks market. Finally, it discusses category/brand stewardship and interrelations between marketing departments and functions.

    Original Title

    Unilever_Marketing_Openflame

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses marketing strategies for fast-moving consumer goods (FMCG) companies. It outlines key decisions for developing a marketing strategy, including market definition, category vision, drivers of growth, business goals, and brand portfolio roles. It also discusses strategic actions, detailed strategies and capabilities, targets and measures, and risks. The document provides a case study on Unilever's 6P's model and includes a completed 6Ps worksheet for Magnum analyzing issues around share loss in the multipacks market. Finally, it discusses category/brand stewardship and interrelations between marketing departments and functions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    390 views15 pages

    Unilever Marketing Openflame

    Uploaded by

    Ashok Yadav
    The document discusses marketing strategies for fast-moving consumer goods (FMCG) companies. It outlines key decisions for developing a marketing strategy, including market definition, category vision, drivers of growth, business goals, and brand portfolio roles. It also discusses strategic actions, detailed strategies and capabilities, targets and measures, and risks. The document provides a case study on Unilever's 6P's model and includes a completed 6Ps worksheet for Magnum analyzing issues around share loss in the multipacks market. Finally, it discusses category/brand stewardship and interrelations between marketing departments and functions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 15
    At a glance
    Powered by AI
    The key takeaways are that marketing plays an important role in brand building, category leadership, and driving higher investment and greater profitability in the FMCG environment.

    The main functions of marketing in the FMCG environment are brand building, driving category leadership, and achieving higher investment and greater profitability.

    Some of the key decision outputs recorded by marketing include market definition/segmentation, category/brand vision, category drivers of value, business goals, brand/portfolio roles, strategic actions, targets/measures, and key risks.

    Marketing Function in

    FMCG Environment
    Brand Building
    The Role of Marketing in FMCG Environment

    The FMCG market is particularly competitive

    Category Leadership

    Greater Higher
    Profitability Investment

    Growth
    The Role of Marketing in FMCG Environment

    The KEY decision outputs recorded are:

    Market definition / segmentation Where we will compete, where not and why
    Category/Brand vision Our future intention of what we will be
    Category drivers of value Where our growth will come from
    Business goals Our business target, growth, share or margin
    Brand/portfolio roles Positioning, roles and strategy for the total brand
    portfolio (global and key regional / local brands)
    Strategic actions The main strategic actions / objectives / by
    channel or global strategic Customer
    Detailed strategies / How we will win, through specific actions and
    capabilities developing capability: innovation, communication,
    HR, resource priorities, etc.
    Targets / measures Metrics and milestones to track progress
    What we will not do Must-stops and don’t starts
    Team behaviour / culture How we will act as a team, our category culture
    Key risks What might destroy our plans
    Developing a Marketing Strategy for FMCG
    Case Study:
    How familiar are you with the Unilever 6P‟s Model?
    Market
    dynamics & Profit
    financial
    returns Turnover Value market size Value share

    Price Market growth

    Volume Volume market size Volume share

    Buying
    behaviour
    Loyalty
    Penetration Share of Average Purchase
    purchase pack size frequency

    6P's Place Proposition Promotion Pack Price Product


    (brand levers)
    • Consumer • ROI • On shelf
    attitude impact
    • Distribution • Depth of • Price • Performance
    • Brand health discount • Variant
    • Visibility • 360º comms elasticity vs. claims
    • Number of diff’tiation
    • Number of • Brand promotions • Competitor • Performance
    investment • Perceived pricing
    lines • Compliance vs.
    • ROI quality
    • Share of staff • Value pricing competition
    • Competitor • Competitor • Competitor
    activity activity impact
    Completed 6Ps Detective Worksheet for „Magnum‟
    case study
    Surface
    Issue Magnum core variants losing share of multipacks market

    Volume in market Value in market Price in market Internal financials


    • Magnum at ‘Every
    Market • Magnum volume • Magnum value down Day Low Price’
    Dynamics down • Dilution of category • Margin hit if extra
    • Magnum price 25% heavy promotions
    & Financials • Market volume profitability below Choc Snack appear
    growing segment price
    ceiling

    Who? What? When? Where?


    Buying
    Behaviour ‘Savvy seekers’ • Switching to • Switching driven by • All grocery retail,
    competitor Choc competitor especially Tesco &
    segment Snack brands promotional activity Asda

    Place Proposition Promotion Place Price Product


    6P Brand • 90% aided • Price not in WHY?
    awareness • Losing • Superior
    Levers line with
    • 65% promotional chocolate
    distribution • Falling slots to • No issues premium
    Conviction quality in
    Cadbury positioning in
    score benefit? blind tasting
    the market

    Root Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor
    Issue promotional activity and perceived lack of Magnum unique benefits
    Category/Brand Stewardship:
    Cif – significant media investment

    Redefine cream segment


    and our leadership

    Enter and own new


    specialist segments

    Continue building
    premium/trigger
    segment
    Brand Development

    Brand Building

    Customer Marketing
    Interrelations between Departments/Functions
    Brief for a “Home Task”

     Select any of Unilever active brands


    and produce a Marketing Plan for a
    New product (e.g. new Tea or new
    Deodorant)
     Contents of Marketing Plan can be
    found in Handouts;

     Award:

    - possibility to win a “SHADOW


    DAY” within Unilever Marketing;

    - possibility to get an Internship in


    Unilever Marketing; Deadline: June, 1st

    E-mail to:
    [email protected]
    Thank You
    and Welcome to Unilever!

    Are You
    A
    Brand Detective?

    You might also like