The Foundations of Marketing
Portfolio Management
Have your marketers trained on the foundations of Portfolio Management, and how to run a Portfolio Review to maximize revenues: understand the role of the drivers like price, mix, channel and geography, assess the growth potential of your brands, reduce complexity, identify the blank spaces and their premiumisation potential.
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Consumer Insights
Apply blue chip companies expertise to unlock and leverage consumers’ true needs and motivations and reveal growth opportunities for your brands.
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Brand Positioning
Brand Positioning should be distinctive to set your brand apart from competition. Based on world class benchmarks, we apply a framework that combines consumer insights with a unique brand benefit, supported by a credible reason-why and an engaging brand personality in order to create a state-of -the-art brand positioning for one key brand together with your team, that can then be replicated with other brands.
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Brand Visual Identity
Improve the visibility and recognition of your brand in the cluttered arena at point of purchase: best practices on package design and competitive claims will be shared in a working session with your team to be applied to your brands.
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Effective Brand Communication
Train your marketing team on the foundations of brand communication: from the definition of the communication objectives to the assessment of the creative execution. Have them coached on how to develop content that makes impact, communicates and persuades the target audience using best practices and case studies.
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Digital Media and Brand Building
If you have the impression that digital and its brand building potential has not fully landed in your marketing organization you may consider taking this course that trains on the basics of digital marketing. Have your team trained about how to navigate the complex and fast paced world of social media, train them on how to use the main platforms to create conversation and engagement around the brand. and how to combine broad audience communication using mass media with the opportunity digital channels offer to address specific target groups, with specific channels, platforms and bespoke content
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Front End and Open Innovation
Train your Marketing and R&D teams on how to adopt the golden standards in Innovation: how to identify the opportunities based on consumers’ insights, how to validate and develop Innovation until the launch phase, how to create a collaborative and effective way of working among the functions. Also, we can coach your teams to move away from the internally focused innovation process and open the doors to the power of social, to source knowledge and ideas that, combined with the internal intelligence, can generate transformational innovations for the brands.
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Brand Promotions
Raise your team’s ability to leverage the potential of brand promotions, while at the same time understanding their effects on the P&L, like incremental volume, revenue erosion, effective cost and Return on Investment.
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Profitability in Brand Building
We can train your Marketers to work in close collaboration with Finance to understand the impact of different drivers on brand performance like volume, price, sku-, channel- and geography-mix, to draw conclusions and take corrective actions. Have your team trained on how to manage the complex interdependencies of pricing management and create a new level of collaboration among Marketing, Sales and Finance.
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Brand Planning
Raise the bar in the way your teams define a Brand Ambition: the Equity, Market Share and Profitability targets, the above-the-line and below-the-line investments aligned to the brand’s objectives. Adopt a comprehensive Brand Plan format that harnesses objectives, strategies, executions and financials.
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Optimizing Costs and Investments
Have your team trained on how to assess the costs and investments on your brand, including zer-based budgeting, to identify opportunities for higher profitability and more favourable ROI.
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Premiumizing a Brand
Have your team trained on how to unlock the hidden brand assets that, if leveraged, can reinforce the brand value, command a price premium and increase the profitability of your brands.
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Capabilities Needed to Realize The Company Goals
Your ability to deliver your company goals depends largely on the match between the specific marketing capabilities that are required and the strenght of your marketers in such capabilities. We can help both in identifying those capabilities that are key to win, and design a training program to reinforce your marketers where it matters.
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Marketing/Trade Marketing/Sales Working Together
Make a step change in the level of collaboration across the commercial functions and focus the Marketing, Trade Marketing and Sales programs towards one integrated program.
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Best Practice Sharing
Implement in your organization a proven way to identify and scale best practices across categories and geographies.
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Marketing for Non-Marketers
Create a marketing culture and establish marketing foundations in other functions, with new employees or for the Board of Directors.
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