GCM 210 Lecture Notes - Lecture 9: Snickers, Playstation 4, George Weston Limited
5 Apr 2017
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Document Summary
Rachel leung, assistant brand manager, grain bread portfolio. Brand strategy: why do we have a right to be in business: working with insights aligning with the senior leadership team. P & l profit and loss statement: will we make money: finance team. Marketing communications: how will we communicate this to consumers: agency partners: pr, sampling. Shopper marketing distribution: how will we show up at our customers: shopper marketing + sales team. Brand health metrics: constantly evaluating how we are performing: insights and demand. Clearly set strategic goals with cross- functional teams. One tactical takeaway that represents the company"s work/what the company stands for. Packaging- only items that are different in store. Packaging is a component of a 360-integrated campaign. In-store disruptive pos online presence: website takeover, facebook takeover. A bread product that is a larger-sized loaf, original is the #1 selling bread sku in canada = live. People want (and reward) brands that take stance.
