Kraft foods ad tech asia keynote june 2010_compressed
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Kraft Foods is the 2nd largest food company globally. The VP of Marketing for Asia-Pacific discussed Kraft's strategy of amplifying growth through digital marketing. Their journey has been from brand awareness to brand engagement and from no digital commitment to powerful integrated marketing leveraging digital. Examples were given of how Kraft brands like Oreo, Chips Ahoy, and Chipster have brought their brands to life through digital campaigns and partnerships, driving explosive revenue growth in Asia-Pacific markets.
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Eureka! You¡¯ve found a problem you¡¯d like to solve and have done the research to validate your business plan. You¡¯ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can¡¯t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you¡¯ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what¡¯s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you¡¯ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure ¨C if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.How to Optimize Your Marketing Strategy in Times of Change
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Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning.
Focusing on the FMCG industry this webinar will help you uncover:
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Kraft foods ad tech asia keynote june 2010_compressed
- 1. Kraft Foods Asia-Pacific: ¡° Amplifying Marketing Excellence ¡ through Digital¡± Shawn Warren VP Marketing, Asia-Pacific ad:tech 2010 Conference
- 2. Today¡¯s objectives: Brief overview of Amplifying Growth via Digital Marketing Questions & Answers
- 3. Welcome to Kraft Foods¡. World¡¯s 2 ND largest food company Revenue of ~US$48 Billion Sales in 160 countries Over 145,000 employees 50%+ of Revenue from Snacks & Confectionery 25%+ of Revenue from Emerging Markets
- 4. ¡° Make Today Delicious ¡± We make delicious foods people can trust and feel good about. Our Higher Purpose:
- 5. Portfolio of Iconic Brands Eleven $1Billion+ brands Over 70 $100 million+ brands
- 6. Global Powerhouse in Snacks & Quick Meals
- 7. Powerful Portfolio across Asia-Pacific
- 8. Our Strategy in Asia-Pacific: FOCUS, FOCUS, FOCUS INNOVATION¡driven by insights PEOPLE¡build local capabilities
- 9. Today¡¯s objectives: Brief overview of Amplifying Growth via Digital Marketing
- 10. Our Journey towards Marketing Excellence in Asia-Pacific... FROM: TO: Brand Awareness Brand Engagement (Ideas people want to talk about) NO Digital commitment Powerful Integrated in 2007 Marketing (levering Digital) Culture of ¡®I think¡¯ Culture of ¡®I know ¡¯ Activism Focused Business Impact
- 11. 1. Lever consumer insight 2. Build memorable brand experiences 3. Be seamless across all media 4. Showcase creativity & collaboration 5. Drive revenue & profit growth Done well, DIGITAL MARKETING must¡
- 12. ?
- 13. Over 490 Billion OREO cookies have been enjoyed. They would stack to the moon & back 6 times. Each day, 33 million+ OREO cookies are enjoyed. OREO: Global Power Brand
- 14. OREO: Global Power Brand
- 15. How do we bring OREO to life in China?
- 16. How do we bring OREO to life in China?
- 17. How do we bring OREO to life in China?
- 18. How do we bring OREO to life¡digitally ? www.onlyoreo.com.cn
- 19. Consumers vote for favorite OREO video moment of togetherness¡
- 20. How do we bring OREO to life¡digitally ?
- 21. OREO ¨C Yao Ming TV
- 22. Partnership making an ¾±³¾±è²¹³¦³Ù¡
- 23. ¡ and the business results?
- 24. Net Revenue ($MM USD) OREO has posted explosive growth in Asia-Pacific... Asia-Pacific
- 25. ?
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- 27. TVC ¨C GENIE 2 Blogger
- 30. Blogger CHIPSTER Malaysia Online Impact: vs Industry Norm: 28 million ad exposures - - 1.3 million unique visitors: 2.5X 1.0 million votes online: 14X Friendster testimonials: 100X
- 31. Interactive Media Council Award winner in New York¡
- 32. Blogger DIGITALLY LED: SUPERSTAR CAMPAIGN
- 33. Blogger Business Results: - Achieved over 12% share of potato chips in < 3 years. ? Over 12% household penetration in Malaysia. ? - Grew Revenue at double-digits in 2009. - Driving even faster growth YTD 2010.
- 34. Partnership making an ¾±³¾±è²¹³¦³Ù¡ SAATCHI & SAATCHI
- 35. ?
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- 39. Business Results: -Over 25% awareness after 4 months -Won strong Cookies market share ? -Strong double-digit growth YTD 2010
- 40. ?
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- 42. How did we bring the brand to life ? Fun ¡®Cookie Guy¡¯ Campaign Over 1.5 Billion digital impressions Exceptional Revenue growth
- 43. CHIPS AHOY - SUMMARY
- 44. A last example of ¾±³¾±è²¹³¦³Ù¡ = iFOOD Assistant +
- 45. A last example of ¾±³¾±è²¹³¦³Ù¡ iFOOD Assistant
- 46. A last example of ¾±³¾±è²¹³¦³Ù¡ Among ¡®Top 20¡¯ apps within iTunes 3X more men vs ¡®www.kraftfoods.com ¡¯ Location-based messaging for retailers Rich data-mining platform for the future
- 47. 1. Lever consumer insight 2. Build memorable brand experiences 3. Be seamless across all media 4. Showcase creativity & collaboration 5. Drive revenue & profit growth Done well, DIGITAL MARKETING must¡
- 48. лл Thank-You
- 49. ÎÊÌâ Questions?
- 50. ?