• Market & Brand diagnostic

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• SWOT analysis of business & brand, competitive review and key implications 

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• Identify key battlegrounds and key enablers

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• Craft Portfolio & brand vision & strategy

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• Brand positioning: define your Brand’s Unique Selling Proposition, Values, Experience, Narrative and Storytelling platforms.

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• Localisation of Global brand platforms​​

• Review & improve brand planning process (cross functional alignment, integrated planning with category, sales teams)

 

• Assessment and improvement of brand plan & briefing templates

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• Marketing Competencies framework for Marketing team

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• Review Marketing effectiveness metrics

 

• Evaluation & ROI of Marketing activities

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• Agency briefing best practice and template​​​

• Develop integrated and 360 omni-channel  marketing campaigns across own, paid & earned media.

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• Shopper Marketing activations & execution plans to drive conversion (in retail, GTR, Hospitality, Direct to consumer, online), leveraging retail media 

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• Review of media plans and activation KPIs, align to brand issues 

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​• Identification of sponsorship platforms

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• Negotiation of sponsorship contracts

• Identification of key consumer and category insights to inform innovations

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• Ideation of innovation platforms for future NPD pipeline

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• Briefing of design agency and implementation of cross-functional project management

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• Major packaging updates and brand relaunches across multiple sub-brands and SKUs

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• Product: Review portfolio and SKU profitability and identify COGS optimisation to drive value creation.

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• Review and implementation of  NPD gate process

• Frame and define Portfolio strategy. ​

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• Define customer base segmentation. Identify and secure best distributor, route to Market, priority accounts​

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• Key account management​ & Joint Business plans: identify strategic alignments, joint objectives and collaborative initiatives with key customers

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• Define category strategy, review shopper experience and path to purchase implementation

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• Category Plans: Leverage multiple data source  to develop customer-facing engagement decks 

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• Range  reviews: Develop customer-facing engagement decks to help gain customer-ranging and distribution​​​​

• Sales team coaching, leadership & management: 

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• Help Recruit, train the sales team on how to sell your portfolio

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• Develop customer-facing selling tools with key category insights

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• Develop & implement a 5-star execution program for the field sales team to drive continuous improvement

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• Guidance and tactics to conduct high-stake negotiation with key customers

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• Complex trading terms negotiations

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