CPG Brands
Which firm owns the brand Mountain Dew
PepsiCo
Supplier power so strong because of *everyday low prices*
Walmart
#LikeAGirl is a campaign from?
Always
What is ACV & what is it used for?
All commodity volume; measures total retail dollar sales for an *entire* store across all products & categories. In the world of CPG, it's a common way to measure the size of a store or retailer
Who is the CEO of J&J?
Alex Gorsky
What firm's slogan is "a family company at work for a better world"
SC Johnson
Dynamic pricing model through ecommerce
Amazon
Name that campaign:
Believe in something, even if it mean sacrificing everything
Nike's Colin Kapernick campaign
What lever would you analyze *distribution* with & what framework does it sit within?
Place within the 4 P's
How do you analyze an advertisement & what does the acronym stand for?
RAMP: relevance, actionable, message, problem
Brand that historically targets relatable, "bro-ish" preteen/teen males & who owns them?
Axe, Unilever
Their own ecosystem & loyalty program causes long receipts
CVS
Share a ___ with Javvad
Coke
CLV is...
Customer Lifetime Value; measures how much a consumer is worth to you over their lifetime
Name 3 Hasboro franchise brands
My Little Pony, Transformers, Littlest Pet Shop, Nerf, Baby Alive, Play-Doh, Monopoly
What are 4 categories that P&G plays within?
Paper goods, deodorant, toothpaste, mouthwash, tampons, shaving, hair care, fabric care
If a bodega is selling your product for cheaper than all other stores nearby because of a back-end discount, what is this called?
Channel Conflict
Small business Saturday is from
AmEx
What are the 4 C's?
Consumer, Competitors, Company, Channels
Name 4 cross-functional teams that you'll work with as a Brand Manager
Finance, Supply Chain, R&D, Consumer Insights, Packaging, Legal, Corporate Equity/Corporate Social Responsibility & Sales
Name 3 brands that Danone owns:
Silk, Stoke, Dannon, International Delight, Activia, Evian
Name the 3 step flow of distribution for a normal product
manufacturer --> retailer --> consumer
Campaign for real beauty
Dove
What framework would you use for the following case:
Launching in a new country... How do we start analyzing how we market it?
Segment Target Positioning
Who is the "father" of Brand Management, as the founder of the functionality, started at P&G around the 1930s?
Neil McElroy