Changes in the Marketplace

Rate of Change

Source: Marketing Leadership Council resource

Art: Grant Wood (1891-1942), American Gothic 1930 ; The New American Gothic ©Lou Beach

The Changing Consumer

Tough Economic Pressures

5.9%

4.7%

2.8%

0%

8%

1998-99 2000-01 2001-02

Food manufacturers’ top-line growth slowed to 2.8%

Lowest level in 10 years!

Source: Financial Performance Report – Summer 2003 – GMA & Swander Pace & Company

Efficiency Tactics Running Out

Source: Marketing Leadership Council resource

CPM Up – Effectiveness Down

Source: Marketing Leadership Council resource

“We are drowning in information and starved for knowledge.”

- Unknown

Photo: ©Lou Beach , created for The New York Times

“Marketers are desperate for better results in world where the old tools are becoming

more expensive and less attractive.If a new model isn't developed, the old one will

simply collapse.”-Steve Heyer

A Change Imperative

Global + Local

How can we contribute?

What should we do differently?

How will we know when we get there?

Provide an holistic view 12

3 Inspire action

Predict the future

Provide an holistic view1

24,000 square feet

47 fireplaces

10,000 windowsSix kitchens160 rooms

Intercom system Patented no-clog sinkWool wall insulation

Source: Sales executive council research

The Price of Parts

• Different Locks

• 65 Doors Leading to Blank Walls

• 13 Staircases Abandoned

• 24 Skylights in Floors

147

0

0

25

50

75

100

125

150

175

Builders Architects

$5.5 million total cost over 38 yearsSource: Sales executive council research

Winchester House Workforce 1884

Image: gjs.com

From… To…

Provide an holistic view

Predict the future 2

Go Beyond…

Inspire action3

The Assignment

Provide a holistic view 1

Slower is Faster

A Diverse Team

Types of RelationshipsCommitted

CloseCasual

Voluntary or InvoluntaryGetting

AcquaintedVoluntary or Involuntary

Predict the future 2

Source: http://www.suphawut.com/images/brain_left_right.gif

Inspire action3

Structural Equation Modeling

Result: Drives Consumption Volume

Video

Marketing Applications…

Portfolio Management

Brand Profiles

The Beverage Landscape

…And BeyondConsumers

Investment Community & Stockholders

Employees

Customers & Suppliers

Bottlers

Provide a holistic view 12

3 Inspire action

Predict the future

Quote: Alan Kay