6Ps Brand Growth Model 6Ps Brand Growth Model

Market Dynamics and Financial Return Market Dynamics and Financial Return
10 Second summary 10 Second summary
The 6Ps Brand Growth model links:
financial measures to market share
market share to consumer buyer behaviour
consumer buyer behaviour to 6 levers for
brand growth
We can drill down the model to diagnose
changes in brand share, or build up to
demonstrate how pulling one or more of the 6Ps
brand growth levers grows the brand. We can
use the model qualitatively to understand the
factors, or quantitatively to measure their effects.
Consumer Buyer Behaviour Consumer Buyer Behaviour
6 Ps (Brand Growth Levers) 6 Ps (Brand Growth Levers)
The top layer of the model relates Finance metrics to
market size, growth & brand share. There are clear
mathematical relationships between these metrics.
TO Volume
Price
TO Value
Volume Mkt Size Volume Share
Value Mkt Size Value Share
Market growth
Profit
Choice:
Loyalty
Consumption:
Category
frequency
Consumption:
purchase size
How much they buy
Penetration
How many people buy
Penetration: How many consumers buy the brand
Loyalty: How likely they are to choose the brand within
their repertoire
Category Purchase Frequency: How often they shop
for the category
Average Trip Size: How much volume they buy per trip
The second layer of the model relates volume share to key metrics for consumer buyer behaviour:
Again, there are mathematical relationships that link volume share to these metrics which help us understand how
brands & categories grow. We can use the Dirichlet model to predict the patterns of buyer behaviour in a
particular country & category. These are the rules of buyer behaviour within which we work.
Pack Product Proposition Promotion Price Place
The third layer of the model relates consumer buyer behaviour to the 6Ps brand growth levers:
Proposition: the brand that consumers have in their heads - what it stands for, its values, benefits & reasons to believe. The strength
of the proposition is measured by the Brand Equity Score. This links Strength of Proposition to the brands performance of attributes
that are important to consumers. Proposition includes the strategic price positioning.
Promotion: promoting the brand wherever the consumer is. 1. Getting consumers attention in a world where they are bombarded
with messages, and getting our message across in a clear, creative way, more likely to be remembered. The key questions are is
our advertising good enough? and are we investing enough behind it?.
Place: what happens wherever consumers buy the brand. Can shoppers find the brand in store? and What does the brand look
like in store?. There are serious opportunities to increase share by increasing distribution. We can leverage our knowledge of
shopper behaviour to optimise the in-store environment and grow share.
Pack is the in-store hero. It has to stand out to create awareness, be unquestionably for the brand, and communicate the
proposition. The brands visual triggers (colours, shapes & icons) do much of this work in store.
Price: what the consumer pays regularly, or on promotion. Most consumers are not conscious of the price they pay for our
products, so it is perceived price that is important, and this is traded off against perceived quality.
Product: how well our products perform against the expectations set by the proposition, determines repeat purchase (loyalty) and
therefore long-term success. The challenge is when product performance is average, if propositions cue better than average, we
will not meet our consumers expectations.
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Contacts Contacts
The 6Ps Detective Tool The 6Ps Detective Tool
Applications of the 6P Brand Growth Model Applications of the 6P Brand Growth Model
For more information, visit the Market
Information pages on m@u or the CMI
Portal or email:
marketing.academy@unilever.com
The 6Ps Detective Tool uses the structure of the 6P Brand Growth Model to explain what things to look
for when diagnosing brand performance and getting to Root Issues.
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Marketing Marketing
thinking thinking
CMI CMI
thinking thinking
Tracking Tracking
Tools Tools
-Understand which levers to pull to grow brands
-A consistent language for talking about brand
performance
-Qualitative diagnosis of brand share changes
-How buyers behave
-Translate buyer behaviour norms into insights
-Setting realistic growth targets
-Brand Audit
-Brand Quarterly Trackers
-Launch Monitor
-Standard Business Case
-6Ps Finance
Calculator
-6Ps Analysis of
Brand Performance
The 6Ps do reinforce each other:
The 6Ps act at three points of contact with the consumer:
Relationships between the 6Ps Relationships between the 6Ps
Using the 6Ps model Using the 6Ps model
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BB and BD should use the model during any brand audits, or
when investigating any brand issue or exploring for opportunities
use data and insight to understand root issues and explore the
best relevant levers to pull.