Brand groups must be re-designed to bring a shopper focus to the brand strategy. This requires establishing a Shopper function within Marketing that is simultaneously brand- and retailer-facing. This will ensure that the brand strategy is fully aligned with the shopper’s behavior within specific retailers.
Category: ORGANIZATIONAL DESIGN
ORGANIZATIONAL DESIGN
ORGANIZATIONAL DESIGN How should Shopper be integrated?
Bring a shopper focus to brand strategy
Brand groups must be re-designed to bring a shopper focus to the brand strategy. This requires establishing a Shopper function within Marketing that is simultaneously brand- and retailer-facing. This will ensure that the brand strategy is fully aligned with the shopper’s behavior within specific retailers.
ORGANIZATIONAL DESIGN How should Shopper be organized?
A cross-functional design is critical
Shopper requires a new kind of organizational design for a number of reasons. First, and most important, the organization must support Shopper as a cross-functional brand strategy that aligns and integrates Marketing, Sales and Category Management.