Consumer and market research department; Market knowledge "CMK"
Marketing and brand management department; Brand management brand
Customer Business Development Department Customer Business Development "CBD"
Among these three departments, CMK is equivalent to the consulting department within P&G, somewhat similar to the academic department, which often studies such lofty things as consumer psychology.
The department has four core tasks:
Integrated brand optimization
Promote retail advantages
Develop leading brands
Guide strategic development
For example, Procter & Gamble has always been far ahead in shampoo and hair care products. In order to keep a long-term leading trend, CMK department has made a five-year market segment trend report and corresponding strategic suggestions to "guide strategic development" through in-depth analysis of the trends and consumption of foreign market segments. Then, based on previous successful cases and leading consumer analysis technology, how to build a brand "Grow Leadership Brand" is determined. After establishing a brand, consumers must be able to buy the brand's products through the most convenient channels, which requires CMK to formulate corresponding channel marketing strategies to "drive retail advantages". Finally, just like you write a year-end summary, someone must review the efficiency and effectiveness of the whole marketing process. Is there anything that can be improved? This is optimization.
P&G's brand image building has been very successful, and the work in BRM also needs creativity and imagination.
Take Pan Ting as an example. In order to shape the brand image of Pan Ting, you need to determine the user groups that can bring sales growth to the brand according to market research, analyze the needs of the target user groups, investigate the brand awareness/brand penetration rate of the target user groups, and determine the media channels that the target user groups are most concerned about. After determining the brand promotion strategy according to these, we should start to cooperate with advertising companies to discuss advertising words, advertising planning and shooting, media delivery and so on.
In this process, maybe you can get in touch with the stars who are invited to shoot, and through your own creative shooting, you can achieve the purpose of conveying brand image and driving brand sales. Does the whole process sound a little exciting?
Compared with the first two departments, CBD is much more down-to-earth, and about 60% of the working time is spent running counter stores. Of course, for some students who are unwilling to run the counter, this may be a boring department.
CBD is the first line of product sales. The main task is to get customers, and you need to rack your brains to think about how to get the final consumers to buy your products. A lot of work to be done involves the management of the following stores/counters, such as how many sales representatives should be stationed in each area, shelf display, store communication, sales plan formulation, sales revenue confirmation and so on. The benefits of this job can be exposed to front-line consumers and sales processes, and the ability to deal with interpersonal relationships in the course of work is also constantly improving; But the disadvantage is that the angle of the station is not high enough, and the work is mostly at the implementation level.