Marketing Excellence 2

Hugh Burkitt

Description

Marketing Excellence 2 features 34 award-winning case studies from some of the world's leading brands, including Sky+, BT Business, Audi, Magners, O2, Waitrose, McDonald's, Aviva, Marks & Spencer, Shell, UPS, Virgin Atlantic and many more. Representing the best of the best, each case study details different marketing techniques in action, but all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution. To help draw out the lessons from the 34 studies, each of the 11 chapters of the book is introduced by a leading marketing practitioner, whose comments not only highlight key points of learning for each of the studies, but also show that they have found reading these cases an extremely rewarding exercise. We are sure that you will too.

Sujets

• Marketing et communication
• Strategic management

Informations

• Publié par: The Marketing Society
• Date de parution: 01 juillet 2011
• Nombre de lectures: 2
• EAN13: 9780956395931
• Langue: English
• Poids de l'ouvrage: 6 Mo

Extrait

Marketing Excellence 2
Marketing Excellence 2 features 34 award-winning case studies from some of the world's leading brands, including Sky+, BT Business, Audi, Magners, O2, Waitrose, McDonald's, Aviva, Marks & Spencer, Shell, UPS, Virgin Atlantic and many more.
Representing the best of the best, each case study details different marketing techniques in action, but all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution.
To help draw out the lessons from the 34 studies, each of the 11 chapters of the book is introduced by a leading marketing practitioner, whose comments not only highlight key points of learning for each of the studies, but also show that they have found reading these cases an extremely rewarding exercise. We are sure that you will too.
“A treasure trove of examples covering the whole waterfront, from launching new brands to revitalising, sustaining and extending established ones, and from insights to advertising and sustainability. Whatever your business, it should make you proud to be a marketer, shake up your thinking and inspire you to go the extra mile.” Professor Patrick Barwise, London Business School, Chairman of Which?
“As a young marketer learning the ropes, I always used to read the ‘Advertising Works’ series as it contained really useful case studies from which to draw inspiration (or better still plagiarise). Today I recommend the latest ‘Marketing Excellence’ book because it takes a rounder view of things than just advertising and I am 100% confident that anyone reading it will practice marketing better. Go buy it.” Martin Glenn, Chief Executive Officer, Birds Eye Iglo Group
“These cases are a great source to stimulate your thinking. Some will stimulate new thoughts; some will unlock ideas from the back of your memory. All of them however are great fuel for growth.” Keith Weed, Chief Marketing and Communication Officer, Unilever
“This is the textbook, the toolkit and the manual for marketing excellence.” Cilla Snowball, Chairman, AMV.BBDO
“This exciting book demonstrates how great marketing can solve the most difficult problems, through analysis, teamwork and creativity. It contains 34 fascinating case studies, selected from hundreds of high quality entries to the Marketing Society Awards for Excellence. Those involved had the determination to win, and the courage to think differently. An inspiring read.” Professor Hugh Davidson, Co-Founder, Oxford Strategic Marketing
Contents
Foreword
Roisin Donnelly, President of The Marketing Society
Introduction
Hugh Burkitt, Chief Executive, The Marketing Society
Acknowledgements
01 Customer Insight
Introduction: Fiona McAnena, Brand Director, Bupa Group
• Sky +
• BT Business
• NHS Blood and Transplant
02 Launching New Brands
Introduction: Pete Markey, Marketing Director, More Th>n
• Magners
• Change4Life
• alli
03 Brand Extension
Introduction: Jon Goldstone, Marketing Director, Premier Foods
• O 2
• Waitrose
04 Brand Revitalisation
Introduction: Peter Kirkby, Vice President, Global Marketing Excellence, GSK Consumer Healthcare
• McDonald’s
• Hovis
• British Gas
• KFC
05 Sustaining the Brand Promise
Introduction: Chris MacLeod, Director of Group Marketing, Transport for London
• Audi
• Marks & Spencer
• Virgin Atlantic
06 Marketing Communications
Introduction: Amanda Mackenzie, Chief Marketing and Communications Officer, Aviva plc
• Dulux
• Sainsbury’s
• Pedigree
• Thinkbox
• Harlequins
07 Creating Loyal Relationships
Introduction: Mark Thomson, Media Director, Royal Mail
• More Th>n
• UPS
• Walkers
08 Global Branding
Introduction: Dan Cobley, Director, North and Central Europe Marketing, Google
• Aviva
• ebookers
• Dulux
09 Organising for Good Marketing
Introduction: Troy Warfield, Vice President of Family Care, Europe, Kimberly-Clark
• Shell
• McDonald’s
• ICI Paints
10 Social Marketing
Introduction: Sheila Mitchell, Marketing Director, Department of Health
• Channel 4
• British Heart Foundation
• Keep Britain Tidy
11 Marketing for Sustainable Consumption
Introduction: Jo Daniels, Marketplace Director, Business in the Community
• Ariel
• Marks & Spencer
Appendix
Sponsors
Copyright



Foreword
By Roisin Donnelly, President of The Marketing Society

Roisin Donnelly, President of The Marketing Society, Corporate Marketing Director and Head of Marketing at Procter & Gamble UK and Ireland
What is marketing excellence?
Marketing excellence can drive breakthroughbusiness results for the short and longterm. Marketing excellence requires greatstrategic thinking, great creative thinking andperfect execution.
But how do we assess marketing excellence?First we choose brilliant industry judges who areall experienced and successful practitioners ofexcellence and we ask them to pick out the caseswhich they see as remarkable. We ask them tolook for two key qualities from our winners:creativity and effectiveness.
But marketing continuously changes and evolves,as consumers become more sophisticated anddemanding and the media for communicatingwith them ever more diverse. So the standardsfor marketing excellence change and in turnbecome more demanding.
We believe that The Marketing Society Awardsfor Excellence in association with Marketing set thestandard of marketing excellence in the UK. Theyhave established this reputation over a period of more than 25 years, and they have always beenbased on the principle of searching out the bestexamples of different marketing techniques inaction, that showcase great strategic thinking,great creativity and perfect execution.
In order to be a winner of one of the Society’sAwards, marketers have to demonstrate that whatthey have done is outstanding in comparison withmarketing in all industries not just their ownparticular sector.
If a marketing story has been good enough toimpress our judges, then all marketers can learnfrom it – however senior they have become. Thecollection of case histories brought together inthis book is the best of the best from the past fouryears of our Awards, and I am confident that it trulydemonstrates marketing excellence . I have beentruly inspired by these case studies and I hope youwill be too.

Introduction
By Hugh Burkitt Chief Executive of The Marketing Society

Hugh Burkitt, Chief Executive of The Marketing Society
The first volume of Marketing Excellence waspublished in 2006, and this second edition containsthirty four new case histories, selected from thelast four years of The Marketing Society Awardsfor Excellence. Four years is a long time in marketing— about twice the average tenure of a marketingdirector — and it is instructive to reflect on howthe marketing landscape has changed since ourfirst edition.
The banking crisis of 2008 caused a shockwave torun through many markets. After a long period ofboom, marketers had to get used to bust. But goodmarketers thrive in adversity and two of the casehistories in this book are examples of an effectiveresponse to difficult times – Sainsbury’s ‘Feed YourFamily for a Fiver’ and Waitrose’s introduction of itsessentials range. Both not only worked tacticallybut also helped re-assure shoppers about the valuefor money of the whole store, and both, in differentyears, were winners of the Society’s Grand Prix.
A more important long-term influence on allmarketers has gathered pace in the past four years.There is now a consensus in society that we allneed to live more “sustainable” lives. The releaseof Al Gore’s film ‘An Inconvenient Truth’ in 2006 hashad a major influence on this. Suddenly we were allaware that global warming caused by human behaviour was not just a possibility but a fact.Now the word ‘sustainable’ has supplantedwords like ‘ethical’ and ‘responsible’ and we havea new category in our Awards for brands whichcan demonstrate that they have encouraged‘sustainable consumption’.
Sir Stuart Rose and his team at Marks & Spencer(M&S) were certainly influenced by Al Gore, andthey have subsequently given an admirable lead.The story of M&S’s journey towards their goal ofbecoming a completely sustainable business canbe found in Chapter 11. There you will also findthe story of Ariel’s ‘Turn to 30°’ campaign whichhas helped reduce energy consumption in manyUK households by encouraging consumers to washat lower temperatures.
Another trend in marketing which has become morevisible in the past four years is the increase in socialmarketing. Marketing skills are increasingly beingused to encourage consumers to change theirbehaviour for the benefit of society. Chapter 10on social marketing includes Channel 4’s campaignwith Jamie Oliver to raise the nutritional standard ofschool dinners, Keep Britain Tidy discouraging youngmen from making a pig of themselves with fast foodlitter, and the British Heart Foundation encouragingteenagers to avoid obesity through the slightly ironicmedium of an online game.
The last four years has seen a steady increase inthe importance of the internet as a medium ofcommunication and as a channel for trading directlywith the public. Examples in this edition includeebookers brand re-launch and Walkers’ onlineinvitation to their customers to invent newcrisp flavours.
As well as some new trends we can also see somefine examples of long running brands that havesustained their brand promise. In Chapter 5, twoleading brands celebrate their success over 25 years:Audi give an impressive account of how they havesteadily pulled away from their competitors in thepremium car market and Virgin Atlantic tell us howthey are ‘Still Red Hot’.
The last four years has also seen some greatrecovery stories. Perhaps the most impressive ofthese is McDonald’s whose brand was under majorattack four years ago, following the film ‘SupersizeMe’. You can read how it tackled every part ofits marketing mix to put it back on track withconsumers i