millward brown saudi arabia - marketing2020 - organizing for growth

Millward Brown Vermeer’s Promise

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Unleashing brand-led business growth

Unleashing brand-led business growth

The journey to brand-lead business growth

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STRATEGY

Where to play &how to win?

▪ Segmentation▪ Market Sizing &

Market Entry▪ Category & Brand

Portfolio Strategy

PURPOSE

What to stand for?

▪ Brand Positioning▪ Brand Architecture

ORGANIZATION

How to organize for delivery?

▪ Operating Model & Ways of Working

▪ Global Brand Team Effectiveness

EXCELLENCE

How to equip for sustainable growth?

▪ Marketing Academy Design

▪ Learning Experience

VALUATION

What is thefinancial impact?

▪ Brand Valuation▪ Return on

Investment

Unleashing brand-led business growth

Strategy

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Vermeer developed and rolled out the AB InBev consumer segmentation, brand

portfolio, and positioning strategy globally.

Unleashing brand-led business growth

Purpose

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Vermeer led the unlocking and embedding of the Whiskas global brand purpose with our

proprietary mass-qualitative storytelling methodology.

Unleashing brand-led business growth

Valuation

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Vermeer is Red Bull’s partner in measuring the brand value impact and sales effectiveness of the marketing and business mix of activities

around the world.

Unleashing brand-led business growth

Excellence

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Vermeer supported the Way of Marketing codification, learning curriculum and content creation, and the roll-out of Hershey’s highly

successful global marketing training academy.

Unleashing brand-led business growth

Organization

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Vermeer designed and implemented the detailing of the new marketing operating

model for Pernod Ricard Americas.

Unleashing brand-led business growth

BRANDZ™ Top 100 Global Brand RankingWe power the industry benchmark for brand valuation

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PUBLISHED BY

The most robust and reliable global brand ranking

Detailed financial models linked with the BrandZ™ database covering 50,000 brands, 30 countries, and 1.5 million people

Includes predictive metrics that allow us to pinpoint brands likely to increase in value in the near future

A brief Introduction

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The most comprehensive and global marketing leadership initiative ever undertaken

Focused on aligning marketing strategy, structure and capability with business growth

Contributions by over 250 CMOs, CEOs and Marketing Thought Leaders and over 10,000 marketers from 92 countries

Partners included the WFA, WARC, ANA, Spencer Stuart, Forbes and advertising associations from 10 markets

Harvard Business Review cover story

Marketing2020 The most comprehensive and global marketing leadership initiative ever

250 CEO, CMO and Agency Vision Interviews

10,231 marketing participants from 92 countries

59%12%

29%

MarketingCommunicationsOthers

20%

12%

7%7%4%10%

40%

Media/CommunicationsBusiness and financial servicesConsultingManufacturingHealthcareFMCGOthers

21%

33%

44%

1%

B2C B2B

Both Other

14%

25%

37%

24%

Board/EVP/SVPVP/DirectorManagerOther

3,565 Global Participants

Seniority Industry DisciplineType of Business

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A lot is changing in the Marketing World

From…

ProductManager

Staff

Marketing Strategies Manager

Staff

Advertising Director

Staff

Market Research Director

Staff

Promotion Director

Staff

CMO

PublicRelations Manager

Staff

…To

PublicRelations Manager

ProductManager

Marketing Strategies Manager

Market Research Director

Promotion Director

CMO

Advertising Director

ThinkAnalyticsMarketers

FeelEngagement

Marketers

DoProduction/

ContentMarketers

New Marketing Roles

and CMO leadership

...to drive business growth

TopMarketing2020Opportunities & Challenges

Social marketing

Purposeful Marketing

Collaborating with Consumers

Globalization

Opportunity to influence business

TopMarketing2020Challenges

Infobesity

Privacy risks

Organizational silos

Doing more with less

Touch point consistency

So, what does it take to win?

losers

winners

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Validation

Winning Marketing2020 brand characteristics

Big Insights

Purposeful Positioning

Total Experience

Winning in Marketing2020

Big Insights

Purposeful Positioning

Total Experience

Big insights

Big Insights+30%

Big Insights

Purposeful Positioning

Total Experience

We have right data and analytics avail-able to measure marketing effectiveness

We are able to leverage all dataand analytics available

to improve our marketing effectiveness

30%

35%

40%

45%

50%

55%

39%35%

48%52%

UnderperformOverperform

Big Insights

Purposeful Positioning

Total Experience

Purposeful Positioning

Big Insights

Purposeful Positioning

Total Experience

I believe that brands with a clear societal purpose will drive more business growth

0%

20%

40%

60%

80%

8%

70%DisagreeAgree

Purpose based functional benefits

Big Insights

Purposeful Positioning

Total Experience

Purpose based emotional benefits

Big Insights

Purposeful Positioning

Total Experience

Purpose based societal benefits

Big Insights

Purposeful Positioning

Total Experience

Q9 Market share Q11 Lead gener-ation

Q13 Marketing efficiency

Q14 Net promoter

score

Q15 Consumer engagement

Q16 Revenue growth

Q17 Marketing return on in-

vestment

Q18 Brand health 30%

40%

50%

60%

70%

80%

Impact of having a societally purposeful brand on marketing KPIs (current performance versus competition)

With purpose Without purpose

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Purpose drives business growth

Advantages to be achieved

Total ExperienceBig Insights

Purposeful Positioning

Total Experience

Brand value in a digital world

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B R E A C H O FP R I V A C Y

I N C O N S I S T E N C Y

DE

PT

HVa

lue

Prop

ositi

on

BREADTH o f RELATIONSHIP# of Touch Points and Experiences

© 2013 EffectiveBrands

Nike’s share of experience

Price of shoe and

system

Heart rate monitoring

Running computer

Quality of shoe

Brand image, self-

identification

Tracking runs

Motivationto run

Integrating music and

running

Participating in social network

Emotional association

with running experience

0123456789

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Nike Experience CurvesPerspective of the Runner

Key Elements of the Customer’s Experience

Qua

lity

of E

xper

ienc

e

High

Low

41

42

Organizing for Growth

Big Insights

Purposeful Positioning

Total Experience

Connect:

Marketing is too important to be left just to marketers

44

Big InsightsPurposeful Positioning

Total Experience

Seamless total customer experience

Big InsightsPurposeful Positioning

Total Experience

Marketing works closely with the CEO to establish the company’s strategic growth

agenda

Within the organization marketing is regarded as a more strategic partner

for driving business growth

10%

20%

30%

40%

50%

60%

38%

19%

54%46%

2006 2013

Big InsightsPurposeful Positioning

Total Experience

Marketing Influence

“Marketing works closely with the CEO …

CPG

Manufacturing

Financial

Energy &

Utilities

Health Care

64%50% 49%

34% 41%

30%38% 39%

47% 42%

6% 12% 12% 19% 17%

Always Sometimes Rarely

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Marketing’s InfluenceBig Insights

Purposeful Positioning

Total Experience

Big InsightsPurposeful Positioning

Total Experience

Engineer less —Engage more

Inspire:

Inspire: Engage internally

I am proud of my brand’s purpose In our company we ensure that all employees are fully engaged with our

brand purpose

We continuously engage our consumers and customers

around our brand’s purpose

40

50

60

70

80

90

72

4347

84

6063

Under Perform Overperform

Big InsightsPurposeful Positioning

Total Experience

49

‘Googliness’Big Insights

Purposeful Positioning

Total Experience

Focus:drives growth

Big InsightsPurposeful Positioning

Total Experience

“I support the global strategy of the brand I am working for - % AGREE”

EVP VP/MD Manager Other

Global 83% 80% 83% 82%

Regional 72% 74% 75% 73%

Local 66% 64% 63% 56%

Communicate, Communicate …Big Insights

Purposeful Positioning

Total Experience

Big InsightsPurposeful Positioning

Total Experience

Organise:

Orchestration & Integration

Collaborating more closely with IT, Finance and HR

% Always

Marketing works closely with IT Marketing works closely with HR Marketing works closely with Finance10%

20%

30%

40%

29%

14%

30%

37%

22%

37%

Underperform Overperform

Big InsightsPurposeful Positioning

Total Experience

More agencies

% that works with more than 5 agencies

# agencies20%

30%

40%

50%

31%

42%

Underperform Overperform

Big InsightsPurposeful Positioning

Total Experience

Big InsightsPurposeful Positioning

Total Experience

Building Marketing capabilities drives growth

Build:

Over-Performers train more

% who receive >3 days of training per year

0

4046

29

Over-performersRest

Big Insights

Purposeful PositioningTotal Experience

… and better

% who rate quality of training program >6

(scale of 1-10)

2060 60 48

Over-performersRest

Big Insights

Purposeful PositioningTotal Experience

  Marketing capabilities have the strongest correlation to revenue growth, brand health and MROI…

Growing marketing excellence

Consumer Understanding & Insights

Brand Positioning Brand Strategy1015202530354045505560

24 26

15

42

52 50

Underperform

Big InsightsPurposeful Positioning

Total Experience

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MB Vermeer

Big Insights

Purposeful Positioning

Total Experience

info@marketing2020.orgAny questions?

Managing Director AMAP | Millward Brown VermeerBenoit Garbe

benoit.garbe@mbvermeer.comCountry Manager Saudi ArabiaPiotr Chodakowski

piotr.chodakowski@millwardbrown.com