Anatomy of a World-Class Marketing Organization

MARKETING LEADERSHIP COUNCIL®

The Anatomy of a World-Class merchandising Organization (v 3.0)
Twenty Diagnostic Attributes
1
Market Assessment
We know what drives harvest-tide in our grocery and in our customers markets. We consistently recognize substantive trends before our competitors do. IMPACT 1 2 3 effectuality 1 2 3 4 4 5 5

2

Competitive Positioning
We can articulate what differentiates our increases/ services from those of our competitors and communicate these in our marketing efforts. IMPACT 1 2 3 military capability 1 2 3 4 4 5 5

3

Planning
Our marketing plan is created based on a authorise understanding of highest-impact customer priorities and is highly adaptable to changing market dynamics. IMPACT 1 2 3 posture 1 2 3 4 4 5 5

4

fresh Product Development
We incorporate customer voice into the NPD process; product development resources are never committed without Marketings early input. IMPACT 1 2 3 authorization 1 2 3 4 4 5 5

5

Brand Development
We have a clear understanding of our stains differentiating attributes, which we express in simple-to-explain terms. IMPACT 1 2 3 EFFECTIVENESS 1 2 3

6

Brand leverage and Extension
We evaluate opportunities to leverage our brands based on their own exploitation potential and also on their ability to strengthen the event brand in the long term.



IMPACT 1 2 3 EFFECTIVENESS 1 2 3 4 4 5 5

7

Portfolio Management
We rebalance our investments across our portfolio of brands/ product lines/SKUs to focus on those with the highest potential for growth. IMPACT 1 2 3 EFFECTIVENESS 1 2 3 4 4 5 5

8

guest Segmentation
Our methodology(ies) is/ are tailored to our specific objectives, clearly communicated throughout the company, and actionable. IMPACT 1 2 3 EFFECTIVENESS 1 2 3 4 4 5 5

4 4

5 5

Business-Driver Analysis Tool

Building Sustainable Differentiation

Annual Customer Plan

Innovation Cosponsorship Protocols

VICTORIAS SECRET

Investment Screening Protocols

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