Manufacturers Into Marketers

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With consumer focus on value and customers wanting to drive differentiation, there has never been a bigger opportunity for private label brands. But with opportunity comes new expectations most private label manufacturers have never faced. Demand for insights, true innovation, first to market product ideas and category leadership from private label manufacturers.

Text of Manufacturers Into Marketers

  • 1. INTOManufacturersMarketers2

2. Need To Identify What Is Keeping You Up At Night And Overcome3 3. Marketers say they 74% need to develop morecompelling and fact-based customer sell-inpresentations Source: Barkley FMS Survey4 4. Marketers say they 82% need to betterunderstand consumerinsights and needsSource: Barkley FMS Survey 5 5. Marketers say they need 86% to better define theirpositioning to create amore unique andcompelling proposition Source: Barkley FMS Survey6 6. First, How ToOvercome The Reactions ToTodaysCategory & Product Reviews7 7. Companies Must Provide More...Rationalization Justification For Every Recommendation8 8. Second, Re-defineYour PrivateLabel Strategy In Todays Terms 9. It Was Easier When Private Label Stood For...Cheap Crap Copy Cat Crap 10 10. These Brands Are Building Trust & ConfidenceWITH THEIR PRIVATE LABEL!!!!!11 11. Consumers Are NOTICING More Private Label On SelfAcceptable Quality Superior Savings12 12. Buyers Are NOTICING Greater Loyalty Greater Profits 13 13. Private Label BuyersWant To BeFIRST with innovation14 14. STAKE your claim FIND your soul mates Barkleys belief: Be DISRUPTIVE CELEBRATE Resourcefulness15 15. Stake Your Claim Identifies where to focus resources Customers Product segments Marketplace overview 16 16. Cannot Determine Where To Go UnlessYou Know Where You NeedYou Are To Be Here You Are Here 17 17. 1. Conduct A Customer Analysis Plot key customer metrics to prioritize customer opportunities. Goal is to identify 4 customer clusters: Tier 1: Strategic investment - forward thinking; dedicated customer teams; proprietary solutions and innovation Tier 2: Focused growth - sales force invests time vs customer teams; service oriented; tool box to solutions and innovation Tier 3: Manage for profit - maintenance service to maintain sales 100 Customer 1Customer IV80 Customer BCustomer 3Customer ICustomer IIICustomer A 60 Customer 2 Growth Customer C40 Customer II Customer 4 20 Customer V0010 20 30 4050 607080 90100Sales 18. 2. Conduct A Portfolio Analysis Plot key customer metrics to prioritize your product segments within your portfolio. Goal is to identify where to invest resources vs where to manage for profitsMaintain Position Aggressive Growth100 Product ProductSegment 1 Segment IV 80 Product ProductSegment B Segment 3 ProductProduct ProductSegment ISegment A Segment III 60Product Brand Attractiveness Segment 2 Product 40Segment CProductProduct Segment II Segment 4 20ProductSegment V Assess PotentialMinimize Support(Change the Game)00 1020304050 60 7080 90100 Category Attractiveness 19. 3. Develop A Perceptual Map AttributeAttribute Plot the brands within each product segment with the attributes they own.Brand A AttributeBrand CAttribute Identify opportunities within each product segment for growth. Allows you to have frank conversations Attribute with customers on what brands have the strength to be in the set. Brand BAttributeBrand D AttributeYour Brand Attribute 20. Find Your Soul Mate Identify the consumer segments within the category Attitudinal beliefs Product segment usage Brand usage Consumption dollars and lbs.21 21. Important Emotional ElementsImportant Functional Elements Overview Description of consumer segment Important CharacteristicsOccasion Characteristics Product segment usage BBetaAll Others Gap Prod Seg #16% Prod Seg #22% Demographics All Prod Seg #3Beta Others GapA 2% Average Age: Prod Seg #40% Female: Prod Seg #5 Household Income: -8% Have Children: Work Part-time Ethnicity: 22. Map Ownership Of Consumer Segments By Product Segment And BrandConsumer Segment Consumer SegmentConsumer Segment Product Segment Competitor Y Competitor X Product Segment ProductYour SegmentBrand Competitor Y Product Segment 23 23. Provides... Consumer segments Consumer need states Product segment usage by segment and need state Brand/product usage by segment and need state Size of price by segment and need state Brand perceptual maps for each product segment Factors motivating purchase by product segment Etc. 24 24. Be Disruptive Insights drive true break through solutions with customers and consumers25 25. Consumer Data Allows You To Write AClear & Focused 3-Year Brand Strategy 26 26. Ultimately Allowing Your Company To... 27 27. 1. Become A Category Expert 28 28. Re-Define Your Role With CustomersCategory Expert Knowledge of facts and data for: Brand Category Competition Customers The Customers CompetitionFact Based Selling Able to gather data and facts to review and make recommendations Relationship Selling Close ties to individual(s) and your Brand that helps you get things done 29 29. Re-Define Your Role With CustomersCategory Captain Everything in Category Consultantand Partnership with Customer on CategoryDecisions Plan-o-Gram Leadership Category Consultant Able to find INSIGHTS andCommunicate with Compelling SellingStories Play Teacher/Mentor/ExpertRole with Customer 30. Category Definition Process Step 4: Develop the category structure with shopper insight Step 3: Determine the consumer purchase hierarchy Step 2: Determine theproducts that meet theconsumer needStep 1: Determine consumer needs for the category 31. More Trusted Voice Since You Have the Customers Best Interest At Heart 32 32. Translate Insights Into Dynamic Selling Stories33 33. 2. Guides Your Product Portfolio 34 34. Identifies A Product Hierarchy Differentiation What makes it different?(Limits price sensivtivity) RelevanceWhy should the consumer care? (Benefits to particular users) FTLQ Why should the consumer believe? (Familararity, Trust,Leadership, Quality) 35 35. 3. Drive NPD 36 36. Disciplined NPD Process Build upon an understanding of the: Consumer segment insights Consumer need sate Size of prize opportunity Identify Filter & CommercializationFacilitateValidateBusiness RefineOfIdeation Concepts Opportunities Concepts Concept 37 37. BrainGame NPD Ideation Workshop 38 38. Celebrate Resourcefulness More focused investment dollars. Work more efficiently and effectively. Extend your impact beyond your budget.39 39. STAKE your claim FIND your soul mates Barkleys belief: Be DISRUPTIVE CELEBRATE Resourcefulness40