Jesko Perrey, Dennis Spillecke

Retail Marketing and Branding

A Definitive Guide to Maximising ROI. Perspectives On Consumer Industries & Retail

• Gebundenes Buch

Produktbeschreibung

This book helps retailers overcome retail specific pitfalls in marketing ROI. The authors challenge the received wisdom currently exercised by retailers by demonstrating how marketing and branding can be an investment rather than a cost and by providing comprehensive guidelines for the implementation of new strategies, tools and techniques for achieving the best ROI from their marketing spend and branding investments (and how this integrates within the whole business value chain). The key lessons to learn are provided via practical lessons from real case examples.
The book is intended to be used as a long term optimization guideline. The distinctive McKinsey & Co approach outlined in this book has produced 10-30% savings in marketing spend across grocery and non-food retailing.

Produktdetails

• Verlag: Wiley & Sons
• Repr. Ed.
• Seitenzahl: 300
• Erscheinungstermin: Dezember 2010
• Englisch
• Abmessung: 233mm x 158mm
• Gewicht: 600g
• ISBN-13: 9780470979662
• ISBN-10: 0470979666
• Artikelnr.: 32304687

Autorenporträt

Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey&Company und Leiter des Funktionsbereichs Banding&Marketing Spend Effectiveness in der europäischen McKinsey Marketing Practice.

Inhaltsangabe

Introduction.
Acknowledgements.
Foreword.
Part I Building Superior Retail Brands.
1 Principles of successful brand management: art - science - craft.
Art, science and craft.
Creativity and consistency.
Strengths and weaknesses.
Touch point orchestration.
2 Segmentation.
Relevance in retail.
Top management attention.
Consumer needs.
Strategic segmentation.
Implementation.
3 A guide to excellence in retail brand management.
The brand diamond.
The brand purchase funnel.
BrandMatics.
The brand promise.
Brand delivery.
4 Store brand portfolio management.
Multiple formats and brands.
BrandMatics Advanced.
The brand space map.
Impact estimation.
5 Private label branding.
PL growth.
Four generations of PL.
PL strategy.
SKU selection.
Capabilities.
Part II Optimizing Marketing ROI.
6 Budget sizing: the million dollar question.
Systematic approach.
Transparency.
Outside-in benchmarking.
Inside-out budgeting.
Efficiency modelling.
Budget level estimate.
7 Budget prioritization.
Decision mode.
Investment units.
Full transparency.
Prioritization criteria.
Avoiding automation.
Interview with Pia Mellbye, ICA.
8 How to spend it: fact-based media mix optimization.
Media landscape transformation.
Eye-level interaction.
Three approaches.
9 Reach-Cost-Quality.
Vehicle optimization.
Apples and apples.
Universal scores.
Interview with Thomas Koch, TKM.
10 Marketing Mix Modelling.
How to spend it.
Impact comparison.
Applications.
Multi-lever transparency.
Dos and don'ts.
11 The digital evolution of retail marketing.
Digital natives.
Constant connectivity.
Social interaction.
Two-way marketing.
Consumer control.
Total recall.
Evolution, not revolution.
Interview with Alastair Bruce, Google.
12 POS marketing.
The most powerful vehicle.
Lack of leverage.
Systematic management.
Tangible and intangible elements.
The human factor.
13 Leaflets and local print advertising: how to achieve local media excellence.
The true point of sale.
A complex challenge.
Fine-tuning.
Product selection.
Geo-marketing.
14 Excellence in classical media.
A key element.
Creativity and content fit.
Testing and learning.
Message delivery.
Creative partners.
Interview with Michael Trautmann, kempertrautmann.
15 Digital marketing excellence.
The digital arena.
Role of digital.
Push vs. pull vehicles.
Real-time marketing.
16 Boosting customer value through CLM.
Full value.
Deep understanding.
Predictive modelling.
Keeping track.
Data availability.
Applications.
Interview with Daniela Mündler, Douglas.
17 Smart sourcing.
Sizeable savings.
Efficiency levers.
Efficiency optimization.
Best practice.
Deep dive.
Part III Ten Perspectives on Retail Marketing.
18 Ten perspectives on retail marketing.
Contributors.
Index.