Professional Documents
Culture Documents
It all started with a memo directed to the head of advertisement department fro Mc Elroy in 1930
between Product and the Brand & product management and brand management
.
SOAPS JULY SALES GROWTH (IN CRS) LUX LIRIL LIFEBUOY DOVE 6.7 5.3 5.6 4.8 % 12 10 10 17 CLINIC SUNSILK SHAMPOO JULY SALES (IN CRS) 4.2 11.5 GROWTH % 3 10
Brand decisions
POSITIONING
.
Managing PLC
getting it approved
Monitoring sales achievement (units and volume) and alerting management to possible shortfalls
ROI
product changeovers.
Ensuring that brand expenses are within budgets. Recommending changes in financial budgets in
changing circumstances.
strategies. Getting approvals for innovations in branding and strategies. Interpersonal skills.
Summary
its fundamentally a marketing job.
Right to consider and recommend anything affecting
the product. Focus approach on the brand. Instant recognition. Unravalled route to senior management.
DISCUSSION
VANILA COKE
Why the brand failed ? As a brand manager of VANILA COKE what steps you