Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth
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Transcript of Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth
Millward Brown Vermeer’s Promise
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Unleashing brand-led business growth
Unleashing brand-led business growth
The journey to brand-lead business growth
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STRATEGY
Where to play &how to win?
▪ Segmentation▪ Market Sizing &
Market Entry▪ Category & Brand
Portfolio Strategy
PURPOSE
What to stand for?
▪ Brand Positioning▪ Brand Architecture
ORGANIZATION
How to organize for delivery?
▪ Operating Model & Ways of Working
▪ Global Brand Team Effectiveness
EXCELLENCE
How to equip for sustainable growth?
▪ Marketing Academy Design
▪ Learning Experience
VALUATION
What is thefinancial impact?
▪ Brand Valuation▪ Return on
Investment
Unleashing brand-led business growth
Strategy
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Vermeer developed and rolled out the AB InBev consumer segmentation, brand
portfolio, and positioning strategy globally.
Unleashing brand-led business growth
Purpose
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Vermeer led the unlocking and embedding of the Whiskas global brand purpose with our
proprietary mass-qualitative storytelling methodology.
Unleashing brand-led business growth
Valuation
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Vermeer is Red Bull’s partner in measuring the brand value impact and sales effectiveness of the marketing and business mix of activities
around the world.
Unleashing brand-led business growth
Excellence
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Vermeer supported the Way of Marketing codification, learning curriculum and content creation, and the roll-out of Hershey’s highly
successful global marketing training academy.
Unleashing brand-led business growth
Organization
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Vermeer designed and implemented the detailing of the new marketing operating
model for Pernod Ricard Americas.
Unleashing brand-led business growth
BRANDZ™ Top 100 Global Brand RankingWe power the industry benchmark for brand valuation
9
PUBLISHED BY
The most robust and reliable global brand ranking
Detailed financial models linked with the BrandZ™ database covering 50,000 brands, 30 countries, and 1.5 million people
Includes predictive metrics that allow us to pinpoint brands likely to increase in value in the near future
A brief Introduction
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The most comprehensive and global marketing leadership initiative ever undertaken
Focused on aligning marketing strategy, structure and capability with business growth
Contributions by over 250 CMOs, CEOs and Marketing Thought Leaders and over 10,000 marketers from 92 countries
Partners included the WFA, WARC, ANA, Spencer Stuart, Forbes and advertising associations from 10 markets
Harvard Business Review cover story
Marketing2020 The most comprehensive and global marketing leadership initiative ever
250 CEO, CMO and Agency Vision Interviews
10,231 marketing participants from 92 countries
59%12%
29%
MarketingCommunicationsOthers
20%
12%
7%7%4%10%
40%
Media/CommunicationsBusiness and financial servicesConsultingManufacturingHealthcareFMCGOthers
21%
33%
44%
1%
B2C B2B
Both Other
14%
25%
37%
24%
Board/EVP/SVPVP/DirectorManagerOther
3,565 Global Participants
Seniority Industry DisciplineType of Business
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A lot is changing in the Marketing World
From…
ProductManager
Staff
Marketing Strategies Manager
Staff
Advertising Director
Staff
Market Research Director
Staff
Promotion Director
Staff
CMO
PublicRelations Manager
Staff
…To
PublicRelations Manager
ProductManager
Marketing Strategies Manager
Market Research Director
Promotion Director
CMO
Advertising Director
ThinkAnalyticsMarketers
FeelEngagement
Marketers
DoProduction/
ContentMarketers
New Marketing Roles
and CMO leadership
...to drive business growth
TopMarketing2020Opportunities & Challenges
Social marketing
Purposeful Marketing
Collaborating with Consumers
Globalization
Opportunity to influence business
TopMarketing2020Challenges
Infobesity
Privacy risks
Organizational silos
Doing more with less
Touch point consistency
So, what does it take to win?
Winning Marketing2020 brand characteristics
Big Insights
Purposeful Positioning
Total Experience
Winning in Marketing2020
Big Insights
Purposeful Positioning
Total Experience
Big insights
Big Insights+30%
Big Insights
Purposeful Positioning
Total Experience
We have right data and analytics avail-able to measure marketing effectiveness
We are able to leverage all dataand analytics available
to improve our marketing effectiveness
30%
35%
40%
45%
50%
55%
39%35%
48%52%
UnderperformOverperform
Big Insights
Purposeful Positioning
Total Experience
Purposeful Positioning
Big Insights
Purposeful Positioning
Total Experience
I believe that brands with a clear societal purpose will drive more business growth
0%
20%
40%
60%
80%
8%
70%DisagreeAgree
Purpose based functional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based emotional benefits
Big Insights
Purposeful Positioning
Total Experience
Purpose based societal benefits
Big Insights
Purposeful Positioning
Total Experience
Q9 Market share Q11 Lead gener-ation
Q13 Marketing efficiency
Q14 Net promoter
score
Q15 Consumer engagement
Q16 Revenue growth
Q17 Marketing return on in-
vestment
Q18 Brand health 30%
40%
50%
60%
70%
80%
Impact of having a societally purposeful brand on marketing KPIs (current performance versus competition)
With purpose Without purpose
38
Purpose drives business growth
Advantages to be achieved
Total ExperienceBig Insights
Purposeful Positioning
Total Experience
Brand value in a digital world
40
B R E A C H O FP R I V A C Y
I N C O N S I S T E N C Y
DE
PT
HVa
lue
Prop
ositi
on
BREADTH o f RELATIONSHIP# of Touch Points and Experiences
© 2013 EffectiveBrands
Nike’s share of experience
Price of shoe and
system
Heart rate monitoring
Running computer
Quality of shoe
Brand image, self-
identification
Tracking runs
Motivationto run
Integrating music and
running
Participating in social network
Emotional association
with running experience
0123456789
10
Nike Experience CurvesPerspective of the Runner
Key Elements of the Customer’s Experience
Qua
lity
of E
xper
ienc
e
High
Low
41
Organizing for Growth
Big Insights
Purposeful Positioning
Total Experience
Connect:
Marketing is too important to be left just to marketers
44
Big InsightsPurposeful Positioning
Total Experience
Seamless total customer experience
Big InsightsPurposeful Positioning
Total Experience
Marketing works closely with the CEO to establish the company’s strategic growth
agenda
Within the organization marketing is regarded as a more strategic partner
for driving business growth
10%
20%
30%
40%
50%
60%
38%
19%
54%46%
2006 2013
Big InsightsPurposeful Positioning
Total Experience
Marketing Influence
“Marketing works closely with the CEO …
CPG
Manufacturing
Financial
Energy &
Utilities
Health Care
64%50% 49%
34% 41%
30%38% 39%
47% 42%
6% 12% 12% 19% 17%
Always Sometimes Rarely
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Marketing’s InfluenceBig Insights
Purposeful Positioning
Total Experience
Big InsightsPurposeful Positioning
Total Experience
Engineer less —Engage more
Inspire:
Inspire: Engage internally
I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our
brand purpose
We continuously engage our consumers and customers
around our brand’s purpose
40
50
60
70
80
90
72
4347
84
6063
Under Perform Overperform
Big InsightsPurposeful Positioning
Total Experience
49
‘Googliness’Big Insights
Purposeful Positioning
Total Experience
Focus:drives growth
Big InsightsPurposeful Positioning
Total Experience
“I support the global strategy of the brand I am working for - % AGREE”
EVP VP/MD Manager Other
Global 83% 80% 83% 82%
Regional 72% 74% 75% 73%
Local 66% 64% 63% 56%
Communicate, Communicate …Big Insights
Purposeful Positioning
Total Experience
Big InsightsPurposeful Positioning
Total Experience
Organise:
Orchestration & Integration
Collaborating more closely with IT, Finance and HR
% Always
Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance10%
20%
30%
40%
29%
14%
30%
37%
22%
37%
Underperform Overperform
Big InsightsPurposeful Positioning
Total Experience
More agencies
% that works with more than 5 agencies
# agencies20%
30%
40%
50%
31%
42%
Underperform Overperform
Big InsightsPurposeful Positioning
Total Experience
Big InsightsPurposeful Positioning
Total Experience
Building Marketing capabilities drives growth
Build:
Over-Performers train more
% who receive >3 days of training per year
0
4046
29
Over-performersRest
Big Insights
Purposeful PositioningTotal Experience
… and better
% who rate quality of training program >6
(scale of 1-10)
2060 60 48
Over-performersRest
Big Insights
Purposeful PositioningTotal Experience
Marketing capabilities have the strongest correlation to revenue growth, brand health and MROI…
Growing marketing excellence
Consumer Understanding & Insights
Brand Positioning Brand Strategy1015202530354045505560
24 26
15
42
52 50
Underperform
Big InsightsPurposeful Positioning
Total Experience
59
MB Vermeer
Big Insights
Purposeful Positioning
Total Experience
[email protected] questions?
Managing Director AMAP | Millward Brown VermeerBenoit Garbe
[email protected] Manager Saudi ArabiaPiotr Chodakowski