Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Category Leadership
Greater Profitability
Higher Investment
Growth
Strategic actions
Detailed strategies / capabilities Targets / measures What we will not do Team behaviour / culture Key risks
Case Study:
Buying behaviour Loyalty Penetration Share of purchase Average pack size Purchase frequency
Place
Distribution Visibility Number of lines Share of staff
Proposition
Consumer attitude Brand health 360 comms Brand investment ROI Competitor activity
Promotion
ROI Depth of discount Number of promotions Compliance Competitor activity
Pack
On shelf impact Variant difftiation Perceived quality Competitor impact
Price
Price elasticity Competitor pricing Value pricing
Product
Performance vs. claims Performance vs. competition
Value in market
Magnum value down Dilution of category profitability
Price in market
Magnum at Every Day Low Price Magnum price 25% below Choc Snack segment price ceiling
Internal financials
Margin hit if extra heavy promotions appear
What?
Switching to competitor Choc Snack brands
When?
Switching driven by competitor promotional activity
Where?
All grocery retail, especially Tesco & Asda
Proposition
Promotion
Place
Price
Price not in line with premium positioning in the market
Product
Superior chocolate quality in blind tasting
90% aided Losing awareness promotional Falling slots to Conviction Cadbury score benefit?
WHY?
No issues
Root Issue
Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor promotional activity and perceived lack of Magnum unique benefits
Category/Brand Stewardship:
Brand Development
Brand Building
Customer Marketing
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