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Food processing Industry: Prioritizing Marketing Investments
Business Issue
Our client is a worldwide supplier and partner to the food processing industry. With a large number of customers and projects there is a need of prioritization. In its current budget process, the company was looking for ways to improve the prioritization of its marketing investments, with the following general objectives:
- Enhance ROI focus
- Enhance accountability
- Improve transparency of marketing and its impact
Marketing Clinic Implementation
A budget allocation analysis with a bottom-up approach, based on business drivers, qualifiers and key criteria, including ROI Metrics was conducted. A model and an intuitive and user-friendly prioritization tool, based on the analysis of the budget allocation and best practice, were developed.
Strategic Implications and Business Results
The tool will be tested in the current budget year on selected European markets. Possibilities for next step:
- An internal global launch of the prioritization tool
- Extension and adaption to other investment projects than marketing investment projects
- An interface with the company's overall global internal marketing investment tool
Client Testimonial
When I started with Fonecta we had an unstructured and too wide portfolio of brands and marketing was lacking a clear role and mission. With the help of Marketing Clinic and internal hard work we now have a completely renovated approach. We have the strongest brand portfolio in the industry and our marketing can demonstrate results to our demanding and result oriented owners by constantly improving marketing ROI-figures
- Jukka-Pekka Vuori, Chief Marketing Officer, Fonecta
