The Business Challenge
Whilst already a successful global player, this company wished to create a shopper marketing capability that would guarantee a future ready organisation and make shopper marketing a key success lever versus competitors; as well as adding value integrating shopper marketing with the rest of the business. Strategy into Action Business Results Clear commercial organising principles agreed and implemented Shopper marketing capability designed to deliver the business strategy with a clear and transparent organisation design, functional accountabilities and responsibilities, tasks and activities Duplication of effort minimised across commercial functions of marketing, trade marketing, sales and key accounts Shopper marketing processes fully integrated to support the existing business planning process
The Business Challenge
A successful global healthcare business wanted : “Category & Shopper Marketing indispensable to our customers in driving category health – measured in sales value & profit growth, improvement of customer perception (Advantage Group) and engaging shopping experience at POP” and to redefine the role across Europe
Strategy into Action Business Results
Resource, capabilities, roles and responsibilities defined
A common investment decision making forum created
Creation of new function “Category & Shopper Marketing
Regional level implementation
Implemented more formalised commercial planning (investment decision making) approach |
