Going at least one better
We treat our brands as businesses, not as a collection of
products. And at the centre of these businesses is marketing.
The overall goal within marketing is to constantly increase
consumer loyalty to our brands. This means more units leaving the
supermarket shelf at full price. How do we do this? We give
consumers compelling reasons to choose our brand over those of our
competitors. With strict marketing budgets we need to make every
pound work as hard as possible. And that's where sharp, creative
thinking comes in. And the ability to get it right first time.
It's vital we gain and continuously revise our knowledge of
consumers, competitors and customers. Combined with this is a clear
understanding of what works in marketing. So as a group, we make a
point of sharing experiences and best practice. In short, it's
marketing that helps to make sure we do a better job than our
competitors.
