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Retail Marketing and Branding
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A Definitive Guide to Maximizing Roi
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Artikel-Nr:
9781118489529
Veröffentl:
2013
Erscheinungsdatum:
22.01.2013
Seiten:
400
Autor:
Jesko Perrey
Gewicht:
733 g
Format:
235x157x26 mm
Sprache:
Englisch
Beschreibung:
Dr. Jesko Perrey Director, Dusseldorf Jesko Perrey is the global leader of the CLM (Customer Lifecycle Management) service line and a core member of the leadership team of the EMEA Consumer Goods & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, segmentation, and CLM 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, segmentation, and CLM, and coauthor of the book Power Brands. He holds an MBA and a PhD from the University of Munster.
Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods & Retail Practice, as well as of the EMEA Marketing & Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. 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.
Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke is a core member of the EMEA Consumer Goods & Retail Practice, as well as of the EMEA Marketing & Sales Practice at McKinsey. Dennis leads the global service line on marketing ROI and branding. 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.
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization.
The second edition of Retail Marketing and Branding includes the following updates:
* New and updated case examples
* Updated figures and examples throughout
* New interviewers with recent experiences
* Additional chapters
The second edition of Retail Marketing and Branding includes the following updates:
* New and updated case examples
* Updated figures and examples throughout
* New interviewers with recent experiences
* Additional chapters
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization.
Foreword xi
Introduction to the Second Edition xiii
Second Edition Acknowledgments xv
Introduction to the First Edition xvii
First Edition Acknowledgments xxi
Commonly Used Acronyms xxiii
Part I Building Superior Retail Brands 1
1 Principles of Successful Brand Management: Art, Science, Craft 3
Art, science, craft 5
Creativity and consistency 6
Strengths and weaknesses 8
Touch point orchestration 9
2 Segmentation 21
Relevance in retail 22
Top management attention 23
Consumer needs 26
Strategic segmentation 30
Implementation 32
3 A Guide to Excellence in Retail Brand Management 37
The brand diamond 37
The brand purchase funnel 42
BrandMatics 45
The brand promise 50
Brand delivery 52
4 Developing and Refining Retail Formats 63
Basic types of format development 64
The four-step process 66
Implementation support 74
5 Store Brand Portfolio Management 77
Multiple formats and brands 78
BrandMatics Advanced 80
The brand space map 81
Impact estimation 84
6 Private Label Branding 89
PL growth 90
Four generations of PL 95
PL strategy 100
SKU selection 102
Capabilities 103
Part II Optimizing Marketing ROI 105
7 How to Spend It: Fact-based Media Mix Optimization 107
Media landscape transformation 108
Equal footing 110
Three approaches 112
8 Budget Sizing: The Million-dollar Question 117
Systematic approach 117
Transparency 119
Outside-in benchmarking 121
Inside-out budgeting 123
Efficiency modeling 125
Budget level estimate 126
9 Budget Prioritization 129
Decision mode 129
Investment units 131
Full transparency 134
Prioritization criteria 136
Avoiding automation 140
10 Reach-Cost-Quality 147
Vehicle optimization 148
Apples and apples 149
Universal scores 157
11 Marketing Mix Modeling 161
How to spend it 161
Impact comparison 163
Applications 165
Multi-lever transparency 166
What to watch out for 168
12 The Digital Retail (R)evolution 179
End-to-end digitalization 181
Channel convergence 183
Localization 186
Social media 188
Content management 191
Brick-and-mortar 192
13 POS Marketing 197
The most powerful vehicle 197
Lack of leverage 199
Systematic management 200
Tangible and intangible elements 203
The human factor 211
14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217
The true point of sale 217
A complex challenge 219
Fine-tuning 222
Product selection 223
Geo-marketing 225
15 Fact-based Promotion Management 231
Balance pricing and promotions 232
KPIs for optimization 235
Supplier negotiations 239
Margin improvement 241
16 Excellence in Classical Media 247
A key element 248
Creativity and content fit 252
Testing and learning 255
Message delivery 257
Creative partners 261
17 Digital Marketing Excellence 269
Value proposition 270
Digital strategy
Introduction to the Second Edition xiii
Second Edition Acknowledgments xv
Introduction to the First Edition xvii
First Edition Acknowledgments xxi
Commonly Used Acronyms xxiii
Part I Building Superior Retail Brands 1
1 Principles of Successful Brand Management: Art, Science, Craft 3
Art, science, craft 5
Creativity and consistency 6
Strengths and weaknesses 8
Touch point orchestration 9
2 Segmentation 21
Relevance in retail 22
Top management attention 23
Consumer needs 26
Strategic segmentation 30
Implementation 32
3 A Guide to Excellence in Retail Brand Management 37
The brand diamond 37
The brand purchase funnel 42
BrandMatics 45
The brand promise 50
Brand delivery 52
4 Developing and Refining Retail Formats 63
Basic types of format development 64
The four-step process 66
Implementation support 74
5 Store Brand Portfolio Management 77
Multiple formats and brands 78
BrandMatics Advanced 80
The brand space map 81
Impact estimation 84
6 Private Label Branding 89
PL growth 90
Four generations of PL 95
PL strategy 100
SKU selection 102
Capabilities 103
Part II Optimizing Marketing ROI 105
7 How to Spend It: Fact-based Media Mix Optimization 107
Media landscape transformation 108
Equal footing 110
Three approaches 112
8 Budget Sizing: The Million-dollar Question 117
Systematic approach 117
Transparency 119
Outside-in benchmarking 121
Inside-out budgeting 123
Efficiency modeling 125
Budget level estimate 126
9 Budget Prioritization 129
Decision mode 129
Investment units 131
Full transparency 134
Prioritization criteria 136
Avoiding automation 140
10 Reach-Cost-Quality 147
Vehicle optimization 148
Apples and apples 149
Universal scores 157
11 Marketing Mix Modeling 161
How to spend it 161
Impact comparison 163
Applications 165
Multi-lever transparency 166
What to watch out for 168
12 The Digital Retail (R)evolution 179
End-to-end digitalization 181
Channel convergence 183
Localization 186
Social media 188
Content management 191
Brick-and-mortar 192
13 POS Marketing 197
The most powerful vehicle 197
Lack of leverage 199
Systematic management 200
Tangible and intangible elements 203
The human factor 211
14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217
The true point of sale 217
A complex challenge 219
Fine-tuning 222
Product selection 223
Geo-marketing 225
15 Fact-based Promotion Management 231
Balance pricing and promotions 232
KPIs for optimization 235
Supplier negotiations 239
Margin improvement 241
16 Excellence in Classical Media 247
A key element 248
Creativity and content fit 252
Testing and learning 255
Message delivery 257
Creative partners 261
17 Digital Marketing Excellence 269
Value proposition 270
Digital strategy