GCM 210 Study Guide - Final Guide: George Weston Limited, Shopper Marketing, Wonder Bread

• School: Ryerson University
• Department: Graphic Communications
• Course: GCM 210
• Professor: Natalia Lumby

Document Summary

Rachel leung, assistant brand manager, grain bread portfolio. Opportunity/challenge for cpgs standing out via a sustainable long term vehicle: eg. Kelloggs has a retail location in nyc: eg. Packaging is a component of a 360 integrated campaign. Making a brand to stand for something: a bread brand with italian heritage/roots. People want (and reward) brands that take a stance. Rotations: category management, putting data together to make stories to sell to consumers, sales, brand marketing. The kitchen of a cpg cross functional team: brand marketing, regulatory and development, packaging graphics, supply chain, finance, demand planning, sales strategy, retail field, agencies. The plethora of consumer data: data > knowledge > action. Shopper marketing: work with retailers and make programs to implement in stores. Brand leader: run day to day operations on snickers brand, oversee innovation and development of brand presentation plan.