uw presentation - matt law - apr 2016

My Marketing Journey | Matt Law

Disclaimer: If anything I share today contradicts with

what you’ve learned in class, disregard what I’ve said.

WHAT I WISH I KNEW

When everything is going to happen

Who you’ll work with

What you’ll spend your time doing

How you’re going to do it

Where it’s all leading

4

18-23

24-29

30-Today

When everything is going to happen Start

Here

5

Marketing

Packaging Creative

Packaging Engineering

R&D / QA / Regulatory

Supply Chain

Legal

ATL Agencies

BTL Agencies

Who you’ll work with

6Time

Respon

sib

ility

Marketing

Expertise

Project

Management

Communication

(Verbal / Written)

What you’ll spend your time doing

7Time

Respon

sib

ility

Marketing

Expertise

Project

Management

CO

OR

IND

AT

OR

SP

EC

IALIS

T

AS

SO

CIA

TE

PR

OD

UC

T M

AN

AG

ER

PR

OD

UC

T M

AN

AG

ER

BR

AN

D M

AN

AG

ER

SE

NIO

R B

RA

ND

MA

NA

GE

R

DIR

EC

TO

R

VIC

E P

RE

SID

EN

T

What you’ll spend your time doing

Communication

(Verbal / Written)

8

How you’re going to do it – marketing innovation

9

How you’re going to do it – marketing innovation

10

How you’re going to do it – marketing innovation

11

How you’re going to do it – product innovation

12

Consumer

Category

Competition

Customer

Company

Product

Positioning

Packaging

Pricing

Promotion

Placement

Need to know Need to do

How you’re going to do it – product innovation

13

Consumer

Category

Competition

Customer

Company

Product

Positioning

Packaging

Pricing

Promotion

Placement

Need to know Need to do

Millenials, 50/50

$4B, fast growing

Pure Leaf

FDM, C-Store

Coca-Cola

Iced Tea, Organic, Quality

Organic, quality tea/flavors

Plastic bottle, clean label

$1.50

$20% discount, social/print

Next to Pure Leaf in tea aisle

How you’re going to do it – product innovation

14

How you’re going to do it – product innovation

Packaging

Manufacturing

Distribution

Proposition

Marketing

JUN

2015

OCT

2015

JAN

2016

APR

2016

JUN

2016

OCT

2016

JAN

2017

APR

2017

Positioning – Flavor – BASES – Packaging

Bottle Design – Unit Mold – Label Design

Sales

SamplesProduction

Sell InStart

Ship

Campaign

Launch

JUN

2017

Finalize Partnership Contract

Campaign

DevelopmentMedia Production

TrialsFormula Development

TODAY

15

Brand Management Marketing & Product Management

Agency (Ad, Media, Brand, PR, Digital)

CEO or CMO?

Where it’s all leading

16

(Retail) Category Brand

ManagementChannel

Development

Global

Innovation

Global

Digital Marketing

Drive sales and brand

engagement inside

Starbucks stores

Drive sales and brand

engagement outside

Starbucks stores

Future strategy, vision,

and pipeline for key

product platforms

Brand engagement

across digital platforms

– owned, earned, &

paid

Category Brand Mgmt

Integrated Marketing

CPG Brand Mgmt

Branded Solutions

At Home Coffee

Global Beverage

Where it’s all leading

WHAT I WISH I HAD SPENT MORE TIME DOING

Read more

Watch more

Learn how to make good decisions

Take some personality tests

Simon Sinek

Simon Sinek Amy Cuddy Malcolm Gladwell

Ken Robinson Seth Godin Elon Musk

Walter FallonAndy GroveSteve Jobs

Elon MuskJeff BezosHoward Schultz

Aug 2006

Tim Urban

Marketing student

Student of marketing