marketingbestpractice宝洁卡夫耐克的营销组织设计.pptVIP

Marketing Organization Best Practices (Stage II)  January 13, 2004 AGENDA FOR TODAY’S DICUSSION Proposed key metrics PG Kraft Nike General research PROPOSED KEY METRICS FOR CENTRAL LEVEL CRITICAL POSITIONS PG CLASSIC BRAND MANAGER MODEL CRITICAL POSITION’S JOB DESCRIPTION AND KEY METRICS IN PG CRITICAL POSITION’S JOB DESCRIPTION AND KEY METRICS IN PG KRAFT’S INTEGRATOR AND SPECIALIST MODEL KRAFT’S INTEGRATOR AND SPECIALIST MODEL CRITICAL POSITION’S JOB DESCRIPTION AND KEY METRICS IN KRAFT CRITICAL POSITION’S JOB DESCRIPTION AND KEY METRICS IN NIKE MARKETING METRICS (I) MARKETING METRICS (II) PRC Marketing Organization Redesign MOTOROLA CONFIDENTIAL PROPRIETARY Customer Solutions Support PAGE * Critical position Key metrics Marketing Director “Zone Manager” Marketing ROI Market share P/L targets (weighted) Aggregated margin Market share (by product) % penetration Geography emphasis Marketing ROI Tangible Intangible Brand equity / retail equity Brand equity / retail equity Retail Marketing Director PR Manager SOS Sales “lift” Consistency Coverage Lineage? Geography emphasis POS Neg ration? Brand equity / retail equity Brand equity / retail equity Promotions/channel manager Sell-out Sales “lift” Localization Alliance Global Business Unit (GBU) Hair Care GM Skin Care GM Food Beverage Baby Care GM Marketing Dir Brand Mgr Asst brand Mgr Promotion Mktg Service Dir Mktg service Mgr Asst Mktg service Mgr Media Mgr Associate Media Mgr Promotion Mgr Unit Mgr Supervisor Promoter Associate Dir Market Mgr Unit Mgr Key Account Mgr DSM Associate Dir Market Development Origination (MDO) CBD VPDir CMK Factory Purchase Logistic Legal China GM president 3 2 4 7-8 10-20 Contractor Regular Global Business Service Marketing Dir … Media Dir Assistant 2 … Production Mgr PR Hair Care Skin Care Baby Care … Hair Care Skin Care Baby Care … 2-3 Key Findings MDO Marketers improve and maximize sales potential of initiatives across all the GBUs. MDO Marketers have a deep unders