6Ps Brand Growth Model6Ps Brand Growth Model

Market Dynamics and Financial ReturnMarket Dynamics and Financial Return

10 Second summary10 Second summaryThe 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 BehaviourConsumer 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 brandLoyalty: How likely they are to choose the brand within

their repertoireCategory 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 ProductProposition Promotion PricePlace

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 brand’s 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 brand’s 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.1

ContactsContacts

The 6Ps Detective ToolThe 6Ps Detective Tool

Applications of the 6P Brand Growth ModelApplications 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

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CMI CMI

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Tracking Tracking

ToolsTools

-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 6PsRelationships between the 6Ps

Using the 6Ps modelUsing the 6Ps model

2

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.