What matters to CMo 100 Brand(s) 79 New product Meaningful customer insights New technology ith less s Applying new marketing approaches Source:McKinsey&Co, MSI Spring Trusfoes Meeting, April 16, 2004
6 What matters to CMO
The New Accountability Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of " return of marketing investment'" (ROMD) Some observers believe that up to 70%(or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang The New Accountability • Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of “return of marketing investment” (ROMI). • Some observers believe that up to 70% (or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity
The Harsh Realities of Brand-building 23% Marketing budgets are often the first to come under scrutiny in times of 18% economic pressure Brand building often viewed as an advertising expense 13% 9% 8% Marketing T R&D Information Advertising Resources Technolo
8 The Harsh Realities of Brand-building
The Cruel Fact If marketers want to behave like they are the guardians of a brand and a brand is an opportunity to generate cash, they will have to get a grip on how brands generate cash Stuart Whitwell, Managing Director, Intangible Business Financial Times, August 31, 2004 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang The Cruel Fact • “If marketers want to behave like they are the guardians of a brand and a brand is an opportunity to generate cash, they will have to get a grip on how brands generate cash.” Stuart Whitwell, Managing Director, Intangible Business Financial Times, August 31, 2004
2007 2006 Country Sector 2007 Brand Change in R of origin Value (Sm) brand value Coca-cola Beverages 65,324 Microsof Computer Software 58,709 Computer Services 57.091 830 Diversified 51.569 Noki NOKIA Finland Consumer Electronics 33,696 12% Toyota Automoti 32070 Computer Hardware 30.954 McDonald's Restaurants 9398 8 Disney 欢⑦ 29,210 Mercedes Germany Automotive 23,568
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