Introduction
  • Introduction
  • Assessment
  • Roles of marketing
Business Objectives
  • 4 LEVERS OF OBJECTIVES
  • KPI: Volume sales and Value Sales
  • Exercise 1 - Sales
  • Volum share and value share
  • Volume growth and value growth
  • Brand growth and category growth
  • Profit
  • Summary of basic KPIs
Marketing Objectives
  • Source of Growth
  • Introduction: Source of Growth
  • Penetration
  • Low Penetration and how to increase
  • Consumption
Communication Objectives
  • Communication Objectives
  • Brand Equity Tracking
  • Key Attributes and Motivators
  • Creative Quality and Communication Awareness