millward brown saudi arabia - marketing2020 - organizing for growth

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Page 1: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth
Page 2: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Millward Brown Vermeer’s Promise

2

Unleashing brand-led business growth

Page 3: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

The journey to brand-lead business growth

3

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

Page 4: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

Strategy

4

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

portfolio, and positioning strategy globally.

Page 5: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

Purpose

5

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

proprietary mass-qualitative storytelling methodology.

Page 6: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

Valuation

6

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.

Page 7: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

Excellence

7

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.

Page 8: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

Organization

8

Vermeer designed and implemented the detailing of the new marketing operating

model for Pernod Ricard Americas.

Page 9: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Unleashing brand-led business growth

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

9

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

Page 10: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

A brief Introduction

Page 11: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

11

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

Page 12: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

250 CEO, CMO and Agency Vision Interviews

Page 13: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

10,231 marketing participants from 92 countries

Page 14: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

14

Page 15: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

A lot is changing in the Marketing World

Page 16: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

From…

ProductManager

Staff

Marketing Strategies Manager

Staff

Advertising Director

Staff

Market Research Director

Staff

Promotion Director

Staff

CMO

PublicRelations Manager

Staff

Page 17: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

…To

PublicRelations Manager

ProductManager

Marketing Strategies Manager

Market Research Director

Promotion Director

CMO

Advertising Director

Page 18: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

ThinkAnalyticsMarketers

FeelEngagement

Marketers

DoProduction/

ContentMarketers

New Marketing Roles

Page 19: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

and CMO leadership

Page 20: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

...to drive business growth

Page 21: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

TopMarketing2020Opportunities & Challenges

Page 22: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Social marketing

Purposeful Marketing

Collaborating with Consumers

Globalization

Page 23: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Opportunity to influence business

Page 24: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

TopMarketing2020Challenges

Page 25: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Infobesity

Page 26: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Privacy risks

Organizational silos

Doing more with less

Touch point consistency

Page 27: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

So, what does it take to win?

Page 28: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth
Page 30: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Winning Marketing2020 brand characteristics

Big Insights

Purposeful Positioning

Total Experience

Page 31: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Winning in Marketing2020

Big Insights

Purposeful Positioning

Total Experience

Page 32: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Big insights

Big Insights+30%

Big Insights

Purposeful Positioning

Total Experience

Page 33: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

Page 34: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

Page 35: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Purpose based functional benefits

Big Insights

Purposeful Positioning

Total Experience

Page 36: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Purpose based emotional benefits

Big Insights

Purposeful Positioning

Total Experience

Page 38: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

38

Purpose drives business growth

Advantages to be achieved

Page 39: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Total ExperienceBig Insights

Purposeful Positioning

Total Experience

Page 40: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Brand value in a digital world

40

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

Page 41: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

10

Nike Experience CurvesPerspective of the Runner

Key Elements of the Customer’s Experience

Qua

lity

of E

xper

ienc

e

High

Low

41

Page 43: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Organizing for Growth

Big Insights

Purposeful Positioning

Total Experience

Page 44: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Connect:

Marketing is too important to be left just to marketers

44

Big InsightsPurposeful Positioning

Total Experience

Page 45: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Seamless total customer experience

Big InsightsPurposeful Positioning

Total Experience

Page 46: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

Page 47: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

“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

47

Marketing’s InfluenceBig Insights

Purposeful Positioning

Total Experience

Page 48: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Big InsightsPurposeful Positioning

Total Experience

Engineer less —Engage more

Inspire:

Page 49: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

Page 50: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

‘Googliness’Big Insights

Purposeful Positioning

Total Experience

Page 51: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Focus:drives growth

Big InsightsPurposeful Positioning

Total Experience

Page 52: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

“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

Page 53: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Big InsightsPurposeful Positioning

Total Experience

Organise:

Orchestration & Integration

Page 54: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

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

Page 55: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

More agencies

% that works with more than 5 agencies

# agencies20%

30%

40%

50%

31%

42%

Underperform Overperform

Big InsightsPurposeful Positioning

Total Experience

Page 56: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Big InsightsPurposeful Positioning

Total Experience

Building Marketing capabilities drives growth

Build:

Page 57: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

Over-Performers train more

% who receive >3 days of training per year

0

4046

29

Over-performersRest

Big Insights

Purposeful PositioningTotal Experience

Page 58: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

… and better

% who rate quality of training program >6

(scale of 1-10)

2060 60 48

Over-performersRest

Big Insights

Purposeful PositioningTotal Experience

Page 59: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

  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

59

Page 60: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

MB Vermeer

Big Insights

Purposeful Positioning

Total Experience

Page 61: Millward Brown Saudi Arabia - Marketing2020 - Organizing for Growth

[email protected] questions?

Managing Director AMAP | Millward Brown VermeerBenoit Garbe

[email protected] Manager Saudi ArabiaPiotr Chodakowski

[email protected]