Introduction in the life of a Brand Manager

Nicole Berx15/05/2013

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Agenda

1.The House of Marketing

2. An introduction in the life of a Brand Manager

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What is The House of Marketing?

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We deliver Marketing expertise in four areas through operational and consulting assignments

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I. Strategic Marketing

II. Go-to-Market

• Market Intelligence• Segmentation• Branding & Positioning

• Pricing• Product/ Brand/ Category

Management• Communication (offline & online)

III. Organization capabilities

IV. Performance Management

• Customer Process Management• Organization & Change

Management• Customer Experience

• Marketing Dashboards• Marketing Performance Management• Customer Lifetime Value & ROMI

• Business & Marketing Planning• Employer Branding• Sustainability

• Social Media• Shopper Marketing• Customer Relationship

Management

• Marketing Audit• Marketing Coaching & Training

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Agenda

1.The House of Marketing

2. An introduction in the life of a Brand Manager

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Today you will be the Brand Manager of Maes

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What are the responsibilities and roles of a Brand Manager?

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VIDEO Patricia BRAND MANAGER

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A Brand Manager gets in touch with different Marketers

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R&D researcher

Pricing Manager

Market researcher

Communication Manager

Trade Marketer

CRM-Manager

Sales Manager

Advertising Agency

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As a Brand Manager, you get the assignment to launch a new product

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Where will you start?

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2. Develop the roduct

3. Launch the product

4. Evaluate the success

1. Gather insights &

understand market

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Get an understanding of the opportunities and the trends through market research

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Marketers in charge:• Internal : Market Researcher• External : Market Research

Company

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How does a Brand Manager work with an external agency?

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Market researcher GfK

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The output of the market research gives you the insights and trends of the market (1/2)What does this graph tell you?

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Based upon fictive data

2004 2007 2010 20130

2

4

6

8

10

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LagerFruit beerAbbey beerWhite beerStong beer

Consumption per household (monthly basis)

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The output of the market research gives you the insights and trends of the market (2/2)What does this bar chart tell you?

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Lager beer

Fruity beer

Abbey beer

White beer

Strong beer

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2

4

6

8

10

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WomenMen

Based upon fictive data

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The second step is to develop the product

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2. Develop the roduct

3. Launch the product

4. Evaluate the success

1. Gather insights &

understand market

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Brainstorm: What type of product will you develop based upon the output of the market research? And how will you position it?

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Marketers in charge:• R & D • Product Manager• Pricing Manager

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Maes developed a new beer ‘Maes Radler’

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Third step is to launch the product

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2. Develop the roduct

3. Launch the product

4. Evaluate the success

1. Gather insights &

understand market

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Once you have your product you need to set up a communication plan

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Marketers in charge:• Communication Manager• Advertising Agency• Product Manager• Brand Manager

Make sure your online and offline communication is integrated

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The advertising agency is responsible for the creation and execution of the campaign

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Creative Team

Account Managemen

t

Strategic Planning

ProductionMedia

Planning

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Typical structure in an advertising agency

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Account Director

Account Executives

Client

Strategic Director

Strategic Planners

Creative Director

Creative Designers

Production

Account Director and Account Executives are responsible for the communication between the client and the

agency

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Account Executive is intermediary between advertising agency and ‘client’

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Maintaining the relationship with the client

Sets up meetings with the creative team to ensure the client’s needs and goal are being

met

Responsible for managing the client’s ad budget and timing

Knows the client!

Determines communication strategy

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Strategic planner makes sure that the message of the ad cuts through and connect with its audience

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Identifying what the objective is that the client wants to bring

Analyzing the market: what is holding the client from delivering this message

Developing a creative strategy in how the message will reach the right audience

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Creative team develops the advertisement based upon the briefings from the AE and the strategic planner

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Production is responsible for the execution of the creative ideas

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Media Planner defines the media planning and chooses media channels

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Analyses the product

and

its role

on the market

Analyses the different media and

the publicity

run by the competitors

Sets up media plan, where

he can reach the

target

group

Measures how good you reach your target

group

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A Brand Manager can work together with a Trade Marketer on how to get the products in store

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Marketer in charge:• Trade Marketer

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What are the responsibilities and roles of a Trade Marketer?

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VIDEO Loes Trade Marketer

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Examples of Maes Radler displays in retail stores

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Finally you need to evaluate your success

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2. Develop the roduct

3. Launch the product

4. Evaluate the success

1. Gather insights &

understand market

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Once your product is launched it is important to follow-up on your product

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Evaluate your campaign

Keep your product relevant

Build your customer base

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Of course there are many other job possibilities in marketing

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SEO/SEA Manager

Segment Manager

Product Manager

Customer Intelligence Manager

Concept Developer – Marketing Department

Internet Marketing Executive (M/V)

Product Marketing and Business Development Manager

Customer Relations Manager

Commercial Director

Segment Manager

Communications Assistant Brand Activation

Analyst Marketing (H/F)

Sales Planning and Business Intelligence Manager

Supply Chain Manager

Sales and Marketing Trainees

Digital Marketer

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Any Questions?

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Want to know more about The House of Marketing?

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Nicole BerxE-Mail: Nicole.Berx@thom.eu

The House of MarketingKardinaal Mercierplein, 2

B-2800 MechelenBelgium

Fax +32 (0)15 444 044www.thehouseofmarketing.be

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