REJUVENATING OUR BRANDS
To maximise return on marketing investment, drive brand growth and strengthen our brand equity, we have sharpened our brand strategy to 16 focus brands.
BRAND ASSESSMENT AND RATIONALISATION
Our focus brands were identified as those having strong connections in the minds of consumers, and where there is the greatest ability to create further value. These prioritised brands are distinct from our "mainstream" brands that may be well known and have a solid consumer connection, but that lack sufficiently strong differentiation and are seen to have less capacity for growth without significant investment in further developing the brand salience.
This process of rejuvenating our iconic brands is enabling more focused marketing and brand investment, allowing us to back brands that have a higher return on investment (ROI) and to increase our overall market share.
We have developed a clear marketing investment framework for the focus brands aimed at further strengthening brand difference and salience. We have optimised the number of agencies across marketing disciplines, enabling deeper agency partnerships with a co-ordinated understanding of our business, reducing administrative burden and delivering valuable cost efficiencies that are reinvested in our marketing.
As part of this process, we will be ensuring consistent brand messaging across our various channels, deepening consumer awareness and engagement of our consolidated brand proposition and driving and retaining conversion through appropriate promotional activities and product quality, pricing, placement and packaging. Having defined our digital maturity roadmap, we are progressing well towards accelerating our investment in digital marketing beyond social media platforms, reinforcing the nutritional and/or functional attributes of our products across all touchpoints, as well as increasing our brand presence to eventually achieve "always on" visibility in communities with real-time optimisation and dynamic creative, AI-driven insights and predictive analytics.
STRONG BRANDS
