1. Marketing in a post-crisis world Consumer Goods marketers’ role, trends and challenges June 2009

4. Consumers are getting even more personal, disloyal and sophisticated The Brand Called You 2.0 Tom Peters, 2009 “ It’s all about being an interesting and desirable brand to other individuals. To peers. To friends of friends.” Source: Trendwatching.com

5. Companies need to highlight the added value of their products/services more Customers become far more price sensitive and postpone purchases due to the economic crisis % of respondents How do you expect your customers to react to the economic crisis? N= 720 Source: The House of Marketing; Yearly Marketing Survey 2009

7. Marketers are aware of the need to improve customer experience, intelligence and “be green” How do you expect the following buzzwords to evolve in terms of importance for the coming year? % of respondents who expect an increase Note: decrease or remain stable represent the remaining percentages B2B C’ies only (N=246) B2C C’ies only (N=98) % of respondents who expect an increase Source: The House of Marketing; Yearly Marketing Survey 2009 In survey 2008 Legend: New to the survey

8. Position of challenges among answers Evolution of challenges’ importance, perceived by marketers N= 598 Branding and customer loyalty remain solid top-of-mind challenge for marketers Innovation & ROMI see strong decline compared to 2008 Source: The House of Marketing; Yearly Marketing Survey 2009

9. 54% of marketers in consumer goods expect further budget reviews This goes against the need to protect/grow existing revenue base by increasing marketing expenditures Source: The House of Marketing; Yearly Marketing Survey 2009

10. The 2009 media mix has clear winners and losers Direct marketing Email marketing Traditional TV Overall media budget # of companies planning to use the selected medium more Evolution of share in total media budget of the selected medium Conclusion More buyers, less spend per buyer Large increase TV market not heavily down POS Print (Press/ Mag.) Event marketing Probable ex-aequo Serious cut Serious cut Sponsoring Serious cut Source: UBA/Profacts February 2009 Survey, combined with Stichting Marketing/THoM 2009 YMS Survey

11. Belgian media mix becomes more traditional and measurable due to crisis Source: The House of Marketing; Yearly Marketing Survey 2009

13. Mastering certain metrics tends to be key to be confident in outperforming competition % of respondents using the hard metric defined on the left Which of the following hard metrics do you use to track your marketing performance? N= 665 Source: The House of Marketing; Yearly Marketing Survey 2009 Respondents claiming a better performance in 2009 versus competition Legend: Respondent claiming a worse performance in 2009 versus competition

14. Too few marketers are mastering analytics and customer intelligence 1 out of 5 marketers do not use the full combination of metrics available to them Marketers rely on information in reports, instead of looking at the raw data Source: The House of Marketing; Yearly Marketing Survey 2009

15. Analytical deployment is mostly depending on organizational context and prioritization What is the main obstacle for analytical deployment? % of respondents N= 497 Source: The House of Marketing; Yearly Marketing Survey 2009

17. Marketers are struggling to adopt a long term sustainable business model Buzzwords hint at a sustainable business model The marketer is being challenged financially, ROMI-wise Budget reductions make marketers rethink their media mix The marketer is less confident about the future Many marketers are fighting the crisis with lower budgets (and prices) Companies must highlight the added-value of their offerings more to customers

20. Marketers must balance and manage various pressures Marketers’ role from 2010 Consumer engagement and experience Deliver customer value Differentiate and promote through retailers Develop innovative and sustainable offerings Leverage all information and analysis Demonstrate performance and impact What is Marketing’s USP?