This a presentation I did at Oxford Brookes University, for our alumni, graduate students and business partners.

1. ‘WHAT BRAND MANAGERS WANT’
The Hierarchy of Priorities for
Brand Managers During
Recession
Dr. Ana Isabel Canhoto
Senior Lecturer Marketing
Oxford Brookes University

2. Six years ago...
(c) Ana Isabel Canhoto, 2011

3. PRIORITIES
1. Shrewder and smarter target 4. Employee empowerment, to
marketing and use of market ensure buy-in to new-look
segmentation strategies and cost-effective
2. Creation of value-led execution.
propositions demonstrating 5. Appreciation of the role of
‘being on the side of the sustainability and the
customer’ importance of not overly
3. The greater use of digital hyping such propositions
communications, to more within brand building
cost-effectively and initiatives.
accurately address newly
defined target segments and
share new-look value
propositions
(c) Ana Isabel Canhoto, 2011

4. PRIORITIES
1. Analytics 4. Employee empowerment, to
ensure buy-in to new-look
strategies and cost-effective
execution.
2. Creation of value-led
propositions demonstrating 5. Appreciation of the role of
sustainability and the
‘being on the side of the
importance of not overly
customer’
hyping such propositions
3. The greater use of digital within brand building
communications, to more initiatives.
cost-effectively and
accurately address newly
defined target segments and
share new-look value
propositions
(c) Ana Isabel Canhoto, 2011

5. PRIORITIES
1. Analytics 4. Employee empowerment, to
ensure buy-in to new-look
strategies and cost-effective
execution.
2. Streamline costs
5. Appreciation of the role of
sustainability and the
importance of not overly
3. The greater use of digital hyping such propositions
communications, to more within brand building
cost-effectively and initiatives.
accurately address newly
defined target segments and
share new-look value
propositions
(c) Ana Isabel Canhoto, 2011

6. PRIORITIES
1. Analytics 4. Employee empowerment, to
ensure buy-in to new-look
strategies and cost-effective
execution.
2. Streamline costs
5. Appreciation of the role of
sustainability and the
importance of not overly
3. Develop digital / new media hyping such propositions
capabilities within brand building
initiatives.
(c) Ana Isabel Canhoto, 2011

7. PRIORITIES
1. Analytics 4. Change practices
2. Streamline costs 5. Appreciation of the role of
sustainability and the
importance of not overly
hyping such propositions
3. Develop digital / new media within brand building
capabilities initiatives.
(c) Ana Isabel Canhoto, 2011

8. PRIORITIES
1. Analytics 4. Change practices
2. Streamline costs
5. Brand audit & management
3. Develop digital / new media
capabilities
(c) Ana Isabel Canhoto, 2011

9. The Age of Choice
More
Service
Quality Selection
Consistency Convenience
Price Risk
Time Effort
For Less
(c) Ana Isabel Canhoto, 2011

10. (c) Ana Isabel Canhoto, 2011

11. Where are we now?
(c) Ana Isabel Canhoto, 2011

12. SURVEY OF PRIORITIES FOR FMCG BRAND
MANAGERS DURING RECESSION
• Where is the focus for brand managers
battling to maintain volumes and shares
during this economic melt-down?
• What is the hierarchy of priorities, as brand
managers re-engineer brands and marketing
programmes in order to survive the
recession?
(c) Ana Isabel Canhoto, 2011

13. PRIORITIES DURING RECESSION
Most Important Marketing Mix Elements % Citing This Aspect
Pricing Strategy 92
Promos (P-O-S Deals) 90
Branding 82
Tone of Voice 82
MarComms 80
Digital 74
On-Line Activation 74
Product Re-engineering/Re-sizing 74
Portfolio Clean-Up/Reduction 72
In-Store Activation 70
Packaging 68
Product Development 62
Supply Chain 60
Trade Customer Service 38
Channel Selection/Initiatives 34
Channel Presence/Penetration 30
Consumer Service/Support 18
(c) Ana Isabel Canhoto, 2011

14. PRIORITIES DURING RECESSION
Most Important Marketing Mix Elements % Citing This Aspect
Pricing Strategy 92
Promos (P-O-S Deals) 90
Branding 82
Tone of Voice 82
MarComms 80
Digital 74
On-Line Activation 74
Product Re-engineering/Re-sizing 74
Portfolio Clean-Up/Reduction 72
In-Store Activation 70
Packaging 68
Product Development 62
Supply Chain 60
Trade Customer Service 38
Channel Selection/Initiatives 34
Channel Presence/Penetration 30
Consumer Service/Support 18
(c) Ana Isabel Canhoto, 2011

15. PRIORITIES DURING RECESSION
§ Core driver: Demonstrate relevance and value to
consumers
§ Important: Strong in-store presence and
effectively communicating the proposition
§ Back seat:
§ Customer service initiatives [complete reversal of the
trend six years earlier]
§ Channel innovation and channel experimentation [18
months earlier these excited brand and marketing
managers]
§ Panacea: Digital
(c) Ana Isabel Canhoto, 2011

16. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

17. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

18. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

19. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

20. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

21. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

22. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

23. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

24. GOING DIGITAL
My God! What is it Spock?
(c) Ana Isabel Canhoto, 2011

25. GOING DIGITAL
My God! What is it Spock?
It’s marketing Jim..
but not as we know it…
(c) Ana Isabel Canhoto, 2011

26. GOING DIGITAL – THE NEW DIGITAL WORLD
§ The Marketing Society (2008):
§ Cheaper than traditional ‘above-the-line’
§ Faster to alter/tailor
§ Targetable
§ Easier to solicit interest
§ Interactive/dialogues
§ Captures intelligence
§ For today’s society/ behaviours
§ Etc… (c) Ana Isabel Canhoto, 2011

27. GOING DIGITAL
(c) Ana Isabel Canhoto, 2011

28. GOING DIGITAL – THE COMING OF AGE
§ Recent Audit by Strategy Consultants:
§ Adds complexity/suppliers
§ Forces multiple marcomms programmes
§ Young brand teams versus leadership
Luddites
§ Per capita no savings
§ But… faster, bespoke/tailored, targetable,
interactive, intelligence… ‘must have’
(c) Ana Isabel Canhoto, 2011

29. ‘WHAT BRAND MANAGERS WANT’
THE HIERARCHY OF PRIORITIES FOR BRAND
MANAGERS DURING THE RECESSION
Ana Isabel Canhoto
Senior Lecturer Marketing; Oxford Brookes University
e: adomingos-canhoto@brookes.ac.uk
Twitter: @canhoto
www.anacanhoto.com
Linkedin: Ana Isabel Canhoto
Skype: Ana Isabel Canhoto
Facebook: www.facebook.com/ana.canhoto