In the past, marketing success was primarily a function of effective brand building. The ability of leading coffee retailers and global soft drink manufacturers to command premium prices for colored, flavored, and heated or iced water reflects the value that strong brands deliver to companies.

In today’s world, where growth is increasingly more difficult to generate, private label products have made quantum leaps in quality, while conventional brand-building techniques have become much more expensive. Building a strong brand is only one element in a successful marketing formula that increasingly demands spending marketing dollars effectively, executing marketing processes efficiently, and managing risk prudently.

2008 Marketing Outlook Survey The annual CMO Council survey sponsored by Deloitte Consulting and Marketo provides insight into the top strategic priorities for 2008.

Getting Results that Matter
Deloitte has successfully assisted numerous clients in their efforts to increase the effectiveness of their marketing function. We can do the same for your organization, and help you:

• Focus your messaging on the customer benefits that you deliver by understanding the job that your customers are trying to accomplish.
• Make all employees a member of your marketing staff by explicitly marketing to them.
• Reduce your spending by sourcing strategically and uncovering your “hidden costs.”
• Measure your marketing investment dollars wisely by becoming better at separating casual and causal relationships.
• Focus your investments by linking them to customer profitability
  Streamline your operations by applying rigorous process engineering techniques.
• Keep yourself in good legal and regulatory standing by managing risks appropriately.

Our Approach
We approach marketing effectiveness as your partner. We complement your experience in brand building, with our experience in sourcing, cost management, promotional analysis, process design, and risk management.

We can help you achieve more value from your marketing investments. We combine deep strategic and operational capabilities with extensive implementation experience to develop value-based, executable strategies. These strategies provide our clients with the foundation for achieving results that matter.

Download a PDF to learn more about our approach to Market Effectiveness.