Agenda

IntroductionVector Consulting

Marketingmattersmm

marketingmattersmm products

Way forward

“The skillful executive conquers with knowledge and imagination. She creates better products; uncovers unmet needs; provides

greater satisfaction. He outflanks his competitors in the constituent’s mind without resorting to head-to-head battles or lengthy

campaigns.” Sun Tzu

Because YOUR ideas matter.

We integrate Your experience and knowledge with Our marketing expertise into a practical, profitable solution.

Together We can achieve exponentially more and speed up delivery to market.

Our philosophy of creating empassioned marketing through the entire value chain, creates a marketing focus that enriches your business and strengthens your results.

Jennifer Smith, is a passionate marketer with 22 years business experience, 20 of which have been spent in sales and marketing. Jennifer believes that marketing is the blueprint for success of any organization. She has worked as a product and brand manager for leading brand companies like L’Oreal, Unilever and Tiger Brands,Tetra Pak and SASA. She has her BA, 3 IMM marketing diploma’s, her MBL and is a Chartered Marketer.

“A leader who uses resources appropriate to the challenge at hand, will win” Sun Tzu

Jennifer now harnesses her 22 years of practical and theoretical knowledge of business and marketing, to provide a complete marketing strategy consulting service, from strategy development to implementation plans.

Jennifer works closely with a network of marketing communication specialists to provide a broad range of services to clients who don’t have their own service providers.

“A leader who uses resources appropriate to the challenge at hand, will win” Sun Tzu

The key to success is creating The key to success is creating strategic links in the value strategic links in the value

chain….chain….

AdminProcurement

FinanceSub contracting

HR

SalesMarketing

Logistics InLogistics Out

OperationServicing

IntroductionVector Consulting

marketingmattersmm

marketingmattersmm products

Agenda

Marketing MindsMarketing MissionMarketing MixMarketing MeasureMarketing Modernization

Marketing MatrixMarketing MentorMarketing Methods

“If you know your constituents, your competitors and yourself, your strategies will not fail, even if you are challenged 100 times” Sun Tzu

If you know yourself only, but are ignorant of your constituents or your competitors, you can expect to fail as often as you succeed.” Sun Tzu

Marketing Matters manages the relationship with the research company

We will develop the research brief

Evaluate the research proposals and make a recommendation based on agreed criteria

Manage the research process

Assist in evaluation of the results and the development of strategies

We personally conduct customer surveys

““A Vision without action is just a dreamA Vision without action is just a dreamAction without a vision just passes the timeAction without a vision just passes the timeA vision with Action can change the world’A vision with Action can change the world’Nelson MandelaNelson Mandela

Why have a vision or mission?

To give clear direction to any sustainable strategy

development, and inspire the marketing, sales,

value chain teams in their communication with

each other, clients and service providers.

A gold standard against which all implementation

plans are created and measured.

How do we achieve this?

In a Workshop environment the dynamic exchange

of ideas and interplay between members of the value

chain team is actively encouraged, to create a common

Vision, Mission, and Values, and the Critical Success

Factors that will underpin these.

““A Vision without action is just a dreamA Vision without action is just a dreamAction without a vision just passes the timeAction without a vision just passes the timeA vision with Action can change the world’A vision with Action can change the world’Nelson MandelaNelson Mandela

Various tools to find the brand essenceBrand architecture process

Bulls eye process

A process of distilling the essence of a brand asking a series of questions and developing essential truths about the brand;

What it says about me

How it makes me feel

Substantiators

Core proposition

Brand Essence

Brand Personality

The Tetra Brik Aseptic Carton Bulls Eye Diagram

A caringmother

Someone who enjoys the

good thingsin life.

Confident & Adventurous

Totally in tune with the times

What it says about meHow it makes me feel

Healthyand smart

Makes mefeel good

I choose who I want to be, fun, sensible or daring.

Brand PersonalityA friend who is always there for you andEnjoys the good things in life with you

Core Proposition

Enjoy the natural goodnessof liquid food brands in a

Tetra Brik Carton.

Brand Essence

Natural

Range of openings,

attached straws

Substantiators

Special packaging

Unique filling method - aseptic

High quality graphics

No preservatives

Large range of quality brands & market leaders

Healthy

Convenience

Long shelf life

Wide variety

Natural taste/quality

Ingredients list; no preservatives

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

Based on the four P’s of marketing, which are:

The key role of the BMP is to align the resources of the business behind growing the brandWe take into account how each element of the Marketing Mix communicates your brand or message to the consumer and your stakeholders in order to develop your marketing plans

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

Turning Vision into Action

Greater focus on the key issues and opportunities facing your brandsMarketing plans that are led by clear business and brand objectivesFully integrated plans that link communication, activation and the consumer with the resources of the organisation

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

“A winning executive creates the conditions of victory before taking the initiative. A losing executive takes the initiative before knowing how to succeed.” Sun Tzu

“If you are ignorant of yourself, in addition to your constituents and competitors, you will fail every time.” Sun Tzu

Brand Audits

Sales results/forecasts

Nielsen’s tracking data

Millward Brown adtrack

Determining and tracking key industry indicators

AMPS – utilise Soft Copy front end to create an analysis of

markets or product categories

Etc.

“If you are ignorant of yourself, in addition to your constituents and competitors, you will fail every time.” Sun Tzu

“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi

To stay relevant to your consumer

Innovation and creativity are vital to our growth

Creativity only becomes innovation when ideas become

useful i.e. when a new product or service is launched or

starts to make money

Creativity is a behaviour, Innovation is a process.

“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi

Identify anidea withpotential

Craft the idea& confirm

potential withconsumers

Make the conceptspractical,profitableworkable

Full scaleproduction

Trade marketing

MonitorReviewRefine

“Discovery consists of looking at the same thing as everyone else and thinking something different.” Albert Szent-Gyorgyi

“The greater the scope of actions, the greater the expenditure of resources. Resources should be available before action is undertaken.” Sun Tzu

A liaison service for clients with limited marketing or time

resources

It includes briefing, monitoring and standard setting

services to ensure the client’s interests and objectives

are met by the service providers such as;

“The greater the scope of actions, the greater the expenditure of resources. Resources should be available before action is undertaken.” Sun Tzu

“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain

Training days and customised workshops

Teach entrepreneurs basic marketing skills

Activate knowledge to enhance co-operation between functions

Create buy-in from other functions such as Finance, Production and

Sales

Help create effective, cross-functional or value chain teams

Improve speed to market

Improve success rate of new product launches

“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain

“When I was a boy of 14, my father was so ignorant, I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learnt in 7 years.” Mark Twain

Mentor/coaching role to young brand/marketing managers

Work together on critical success areas

Removes burden from line management

Speeds up effective delivery

Short term (6 months)

Telephonic help line

Coaching role to entrepreneurs with limited marketing

experience/resources

Agenda

Introduction

marketingmattersmm

marketingmattersmm products

Way forward