manufacturers into marketers

2

ManufacturersMarketersINTO

3

Need To Identify What Is Keeping You Up At Night And Overcome The Barriers

4

Marketers say they need to develop more compelling and fact-based customer sell-in presentations

Source: Barkley FMS Survey

74%

5

Marketers say they need to better understand consumer insights and needs

Source: Barkley FMS Survey

82%

6

Marketers say they need to better define their positioning to create a more unique and compelling proposition

Source: Barkley FMS Survey

86%

First, How To Overcome The Reactions To

Today’s Category &

Product Reviews7

8

Companies Must Provide More...

RationalizationJustification

For Every Recommendation

Second, Re-define

Your Private Label Strategy

In Today’s Terms

10

Cheap Crap Copy Cat Crap

It Was Easier When Private Label Stood For...

11

These Brands Are Building Trust & ConfidenceWITH THEIR PRIVATE LABEL!!!!!

12

Consumers Are

NOTICINGMore Private Label On Self

Acceptable QualitySuperior Savings

13

Buyers Are

NOTICINGGreater LoyaltyGreater Profits

Private Label Buyers Want To Be

FIRSTwith innovation

14

‣ STAKE your claim

‣ FIND your soul mates

‣ Be DISRUPTIVE

‣ CELEBRATE Resourcefulness

15

Barkley’s belief:

Stake Your Claim

‣ Identifies where to focus resources‣ Customers‣ Product segments‣ Marketplace overview

16

17

YouAre Here

You Need To Be Here

Cannot Determine Where To Go Unless

You Know Where You Are

‣ Plot key customer metrics to prioritize customer opportunities.

‣ Goal is to identify 4 customer clusters:‣ Tier 1: Strategic investment - forward thinking; dedicated customer teams; proprietary solutions and innovation‣ Tier 2: Focused growth - sales force invests time vs customer teams; service oriented; tool box to solutions and innovation‣ Tier 3: Manage for profit - maintenance service to maintain sales

0

20

40

60

80

100

0 10 20 30 40 50 60 70 80 90 100Sales

Gro

wth

Customer 4

Customer 1

Customer II

Customer IV

Customer I

Customer B

Customer A

Customer V

Customer III

Customer 3

Customer 2

Customer C

1. Conduct A Customer Analysis

0

20

40

60

80

100

0 10 20 30 40 50 60 70 80 90 100

Category Attractiveness

Bra

nd A

ttrac

tiven

ess

Product Segment 4

Product Segment 1

Product Segment II

Product Segment IV

Product Segment I

Product Segment B

Product Segment A

Product Segment V

Product Segment III

Product Segment 3

Product Segment 2

Product Segment C

Maintain Position Aggressive Growth

Minimize Support Assess Potential(Change the Game)

‣ Plot key customer metrics to prioritize your product segments within your portfolio.

‣ Goal is to identify where to invest resources vs where to manage for profits

2. Conduct A Portfolio Analysis

Brand C

Brand A

Attribute

Brand B

Your Brand

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

3. Develop A Perceptual Map‣ Plot the brands within each product

segment with the attributes they own.

‣ Identify opportunities within each product segment for growth.

‣ Allows you to have frank conversations with customers on what brands have the strength to be in the set.

Attribute

Brand D

Find Your Soul Mate

‣ Identify the consumer segments within the category‣ Attitudinal beliefs‣ Product segment usage‣ Brand usage‣ Consumption dollars and lbs.

21

Important Emotional Elements

Prod Seg #1

Prod Seg #2

Prod Seg #3

Prod Seg #4

Prod Seg #5

6%

2%

2%

0%

-8%

GapBeta All Others

Product segment usage

Important Characteristics

B

A

DemographicsBeta

All Others Gap

Average Age:Female: Household Income:Have Children:Work Part-timeEthnicity:

Important Functional Elements

OverviewDescription of consumer segment

Occasion Characteristics

Consumer Segment Consumer Segment Consumer Segment

Product Segment

Product Segment

Product Segment

Product Segment

Map Ownership Of Consumer Segments By Product Segment And Brand

23

Your Brand

Competitor YCompetitor X

Competitor Y

Provides...‣ Consumer segments

‣ Consumer need states

‣ Product segment usage by segment and need state

‣ Brand/product usage by segment and need state

‣ Size of price by segment and need state

‣ Brand perceptual maps for each product segment

‣ Factors motivating purchase by product segment

‣ Etc.

24

Be Disruptive

‣ Insights drive true break through solutions with customers and consumers

25

Consumer Data Allows You To Write A

Clear & Focused 3-Year Brand Strategy

26

Ultimately Allowing Your Company To...

27

1. Become A Category Expert

28

Category Expert ‣ Knowledge of facts and data for:‣ Brand‣ Category‣ Competition‣ Customers‣ The Customers Competition

‣ Able to gather data and facts to review and make recommendations

‣ Close ties to individual(s) and your Brand that helps you get things done

Re-Define Your Role With Customers

29

Fact Based Selling

Relationship Selling

Re-Define Your Role With Customers

Category Captain ‣ Everything in Category Consultant and…

‣ Partnership with Customer on Category Decisions

‣ Plan-o-Gram Leadership

‣ Able to find ‘INSIGHTS’ and Communicate with Compelling Selling Stories

‣ Play Teacher/Mentor/Expert Role with Customer

Category Consultant

Step 1: Determine consumer needs for the category

Step 2: Determine the products that meet the consumer need

Step 3: Determine the consumer purchase hierarchy

Step 4: Develop the category structure with shopper insight

Category Definition Process

More Trusted Voice Since You Have the Customers

Best Interest At Heart

32

Translate Insights Into Dynamic Selling Stories

33

2. Guides Your Product Portfolio

34

35

Identifies A Product Hierarchy

What makes it different?

Why should the consumer care?

Why should the consumer believe?

Differentiation(Limits price sensivtivity)

Relevance(Benefits to particular users)

FTLQ(Familararity, Trust, Leadership, Quality)

3. Drive NPD

36

Disciplined NPD Process

37

Identify Business

Opportunities

Facilitate Ideation

Filter & Refine

Concepts

Validate Concepts

CommercializationOf

Concept

‣ Build upon an understanding of the:‣ Consumer segment insights‣ Consumer need sate‣ Size of prize opportunity

38

BrainGame NPD Ideation Workshop

Celebrate Resourcefulness

‣ More focused investment dollars.

‣ Work more efficiently and effectively.

‣ Extend your impact beyond your budget.

39

‣ STAKE your claim

‣ FIND your soul mates

‣ Be DISRUPTIVE

‣ CELEBRATE Resourcefulness

40

Barkley’s belief: