Retail Marketing and Branding : A Definitive Guide to Maximizing ROI

by Perrey, Jesko; Spillecke, Dennis

• ISBN13: 9780470979662
• ISBN10: 0470979666
• Format: Hardcover
• Copyright: 2011-02-02
• Publisher: Wiley

Summary

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.

Author Biography

Dr Jesko, Director, Düsseldorf
Jesko Perrey is global leader of the Branding & Marketing ROI Service Line and core member of the leadership team of the European Consumer Industries & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, and segmentation across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing, ROI, and segmentation, and co-author of the book Power Brands. He holds an MBA and a PhD from the University of Münster.

Dr Dennis Spillecke, Principal, Cologne
Dennis Spillecke is a core member of the leadership team of the European Consumer Industries & Retail Practice, as well as the European Marketing & Sales Practice at McKinsey. Dennis primarily focuses on marketing and sales topics at retail and packaged goods companies. In recent years, Dennis' work has focused primarily on the areas of digital marketing, marketing ROI and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.

Table of Contents

Introduction	p. xi
Acknowledgements	p. xv
Foreword	p. xvii
Building Superior Retail Brands	p. 1
Principles of successful brand management: art - science - craft	p. 3
Art, science and craft	p. 5
Creativity and consistency	p. 6
Strengths and weaknesses	p. 8
Touch point orchestration	p. 9
Segmentation	p. 17
Relevance in retail	p. 18
Top management attention	p. 19
Consumer needs	p. 22
Strategic segmentation	p. 26
Implementation	p. 27
A guide to excellence in retail brand management	p. 31
The brand diamond	p. 31
The brand purchase funnel	p. 36
BrandMatics	p. 39
The brand promise	p. 44
Brand delivery	p. 46
Store brand portfolio management	p. 51
Multiple formats and brands	p. 52
BrandMatics Advanced	p. 54
The brand space map	p. 55
Impact estimation	p. 58
Private label branding	p. 63
PL growth	p. 63
Four generations of PL	p. 68
PL strategy	p. 73
SKU selection	p. 75
Capabilities	p. 75
Optimizing Marketing ROI	p. 79
Budget sizing: the million dollar question	p. 81
Systematic approach	p. 81
Transparency	p. 83
Outside-in benchmarking	p. 84
Inside-out budgeting	p. 87
Efficiency modelling	p. 88
Budget level estimate	p. 89
Budget prioritization	p. 93
Decision mode	p. 93
Investment units	p. 95
Full transparency	p. 97
Prioritization criteria	p. 99
Avoiding automation	p. 103
Interview with Pia Mellbye, ICA	p. 105
How to spend it: fact-based media mix optimization	p. 111
Media landscape transformation	p. 112
Eye-level interaction	p. 115
Three approaches	p. 115
Reach-Cost-Quality	p. 121
Vehicle optimization	p. 122
Apples and apples	p. 123
Universal scores	p. 130
Interview with Thomas Koch, TKM	p. 133
Marketing Mix Modelling	p. 135
How to spend it	p. 135
Impact comparison	p. 137
Applications	p. 139
Multi-lever transparency	p. 140
Dos and don'ts	p. 142
The digital evolution of retail marketing	p. 151
Digital natives	p. 151
Constant connectivity	p. 155
Social interaction	p. 158
Two-way marketing	p. 159
Consumer control	p. 160
Total recall	p. 161
Evolution, not revolution	p. 162
Interview with Alastair Bruce, Google	p. 163
POS marketing	p. 167
The most powerful vehicle	p. 167
Lack of leverage	p. 169
Systematic management	p. 170
Tangible and intangible elements	p. 173
The human factor	p. 182
Leaflets and local print advertising: how to achieve local media excellence	p. 185
The true point of sale	p. 185
A complex challenge	p. 186
Fine-tuning	p. 190
Product selection	p. 191
Geo-marketing	p. 192
Excellence in classical media	p. 197
A key element	p. 197
Creativity and content fit	p. 201
Testing and learning	p. 204
Message delivery	p. 207
Creative partners	p. 210
Interview with Michael Trautmann, kempertrautmann	p. 212
Digital marketing excellence	p. 217
The digital arena	p. 218
Role of digital	p. 219
Push vs. pull vehicles	p. 224
Real-time marketing	p. 230
Boosting customer value through CLM	p. 233
Full value	p. 234
Deep understanding	p. 237
Predictive modelling	p. 241
Keeping track	p. 244
Data availability	p. 246
Applications	p. 249
Interview with Daniela Mündler, Douglas	p. 252
Smart sourcing	p. 257
Sizeable savings	p. 258
Efficiency levers	p. 262
Efficiency optimization	p. 265
Best practice	p. 270
Deep dive	p. 271
Ten Perspectives on Retail Marketing	p. 277
Ten perspectives on retail marketing	p. 279
Contributors	p. 281
Index	p. 293
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