Marketing Function in

FMCG Environment
Brand Building
The Role of Marketing in FMCG Environment

The FMCG market is particularly competitive

Category Leadership

Greater Higher
Profitability Investment

Growth
 The Role of Marketing in FMCG Environment

The KEY decision outputs recorded are:

Market definition / segmentation
Category/Brand vision
Category drivers of value
Business goals
Brand/portfolio roles
Strategic actions
Detailed strategies /
capabilities
Targets / measures
What we will not do
Team behaviour / culture
Key risks
Where we will compete, where not and why
Our future intention of what we will be
Where our growth will come from
Our business target, growth, share or margin
Positioning, roles and strategy for the total brand
portfolio (global and key regional / local brands)
The main strategic actions / objectives / by
channel or global strategic Customer
How we will win, through specific actions and
developing capability: innovation, communication,
HR, resource priorities, etc.
Metrics and milestones to track progress
Must-stops and don’t starts
How we will act as a team, our category culture
What might destroy our plans
Developing a Marketing Strategy for FMCG
Case Study:
How familiar are you with the Unilever 6P‟s Model?
Market
dynamics & Profit
financial
returns Turnover Value market size Value share

Price Market growth

Volume Volume market size Volume share

Buying
behaviour
Loyalty
Penetration Share of Average Purchase
purchase pack size frequency

6P's Place Proposition Promotion Pack Price Product

(brand levers)
• Consumer • ROI • On shelf
attitude impact
• Distribution • Depth of • Price • Performance
• Brand health discount • Variant
• Visibility • 360º comms elasticity vs. claims
• Number of diff’tiation
• Number of • Brand promotions • Competitor • Performance
investment • Perceived pricing
lines • Compliance vs.
• ROI quality
• Share of staff • Value pricing competition
• Competitor • Competitor • Competitor
activity activity impact
Completed 6Ps Detective Worksheet for „Magnum‟
case study
Surface
Issue Magnum core variants losing share of multipacks market

Volume in market Value in market Price in market Internal financials

• Magnum at ‘Every
Market • Magnum volume • Magnum value down Day Low Price’
Dynamics down • Dilution of category • Margin hit if extra
• Magnum price 25% heavy promotions
& Financials • Market volume profitability below Choc Snack appear
growing segment price
ceiling

Who? What? When? Where?

Buying
Behaviour ‘Savvy seekers’ • Switching to • Switching driven by • All grocery retail,
competitor Choc competitor especially Tesco &
segment Snack brands promotional activity Asda

Place Proposition Promotion Place Price Product

6P Brand • 90% aided • Price not in WHY?
awareness • Losing • Superior
Levers line with
• 65% promotional chocolate
distribution • Falling slots to • No issues premium
Conviction quality in
Cadbury positioning in
score benefit? blind tasting
the market

Root Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor
Issue promotional activity and perceived lack of Magnum unique benefits
Category/Brand Stewardship:
Cif – significant media investment

Redefine cream segment

and our leadership

Enter and own new

specialist segments

Continue building
premium/trigger
segment
Brand Development

Brand Building

Customer Marketing
Interrelations between Departments/Functions
Brief for a “Home Task”

 Select any of Unilever active brands

and produce a Marketing Plan for a
New product (e.g. new Tea or new
Deodorant)
 Contents of Marketing Plan can be
found in Handouts;

 Award:

- possibility to win a “SHADOW

DAY” within Unilever Marketing;

- possibility to get an Internship in

Unilever Marketing; Deadline: June, 1st

E-mail to:
jevgenija.glazunova@unilever.com
Thank You
and Welcome to Unilever!

Are You
A
Brand Detective?