Beruflich Dokumente
Kultur Dokumente
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Essential Concepts
According to him three Vs for Analyzing and Planning Marketing
3 Vs
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Essential Concepts
Radical Innovation
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Essential Concepts
Brand Proliferation
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Introduction
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from their multinational suppliersPrice concessions Uniform terms of trade Single point of contact Standardization of product & services
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global retail partners must develop a shared relationship building mind set. Manufacturer-Reseller Relationship Matrix
Manufacturer
Strong
Branded Bulldozers
Tug- of Wars
Strategic Partnerships
Opportunistic Mating
Weak
Shelf-Space Bidders
Assortment Filers
Weak
Reseller
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Transformations Required
Strategic Transformation
Common Policy Brand Portfolio Rationalization Transparent Pricing Strategy Globally Competitive Supply Chains
Organisational Transformation
Global Business Units Country Organizations Customer Business Development Teams Joint Planning Processes
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Transformations Required
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Introduction
Value is determined less by the tangible assets and increasingly by intangible assets
Brands are the most prized intangible assets
Were not a manufacturing company anymore. We re brand marketing group that happens to make some of its products. -Niall FitzGerald, Co-chairman Unilever
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Brand Proliferation
Insufficient differentiation
Inefficiency
Management Complexity
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How can Brand Portfolios be Pruned without losing the customers and sales revenue of the doomed brands?
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The Brand Rationalization Process Conduct a Brand Portfolio Audit Determine the optimal Brand Portfolio Select appropriate Brand Deletion Strategies Develop a growth strategy for the surviving brands
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Sell
Milk
Merge Delist
Deletion strategies
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Change the fundamentals of the industry through Radical Business Innovation. Visionary rather than traditional market research inspires them. Teach potential customers to consume their drastically different Value-Proposition.
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Value Proposition
Value Innovation
Market Driving
Continuous Improvement
Continuous Improvement
Architectural Innovation
Existing
Value 27 Network
Unique
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Simple Designs
Mass Production
Immediate Delivery
Inexpensive Locations
Self Service
Self Assembly
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Redraw Industry Segmentation A new market moves around Market-Driving Firms product-service offering and marketing strategy.
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Contd..
Reconfigure Channels
Exploit the Buzz Network for Brand Attachment Early Adopters and Opinion Leaders generate excitement.
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Encourage Experimentation and Tolerate Mistakes Limiting Enormity of possible failure, Taking precautions against failure and Learn something from it.
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Introduction
Marketing is Local A Traditional Belief Introduction of New Concept i.e. CMO Enhancement in the Role of Marketing at Corporate Level
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New Product Development Process Order Fulfillment Process Customer Relationship Management Process
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Distribution channels have consolidated and have become increasingly sophisticated. Increased shift in power to retailers Changes are required in strategy, organizational structure, information technology and human resource management. Companies must move from brand acquisitions/mergers to Brand Rationalization Successful Rationalization leads to shrinking brand portfolio while growing sales and profitability
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