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ProfessionalSkillsDictionaryMarketResearchAddendumCorporateHRGroup-July1999ForusewithinUnileveronlyINTRODUCTIONThisaddendumisintendedtosupplementtheinformationintheProfessionalSkillsDictionaryandtheMarketingSkillsAppendixTheMarketResearchSkillAreasshouldbereadandusedinconjunctionwiththeMarketingSkillAreas.ThetwosetsofSkillAreasareshowntogether(pages2and3)withdefinitionsforeachSkillAreaandabulletpointlistoftheSkillSubAreas.SubsequentpagesofthisaddendumprovidemoredetailoneachoftheMarketResearchSkillAreas.EachpageisheadedwiththeSkillAreaanditsdefinition.TheSkillSubAreasarethenlistedalongwithexamples.Theseexamplesareillustrative;theydonotcoverallskillsandarenotmeanttobelimiting.MARKETINGPROFESSIONALSKILLAREAS1CONSUMERUNDERSTANDINGThedevelopmentofacompellingvisionofconsumers?existingandfutureneeds.Th桔eacquisitionanddevelopmentofadeepunderstandingofconsumers,theirbehaviourandattitudestowardsthebrand,thecategoryandthewiderworld.Theachievementofahighlevelofcompetenceintheinterpretationanddeploymentofmarketresearch.DevelopinganIntimateKnowledgeofConsumers'AttitudesandBehavioursAssessingandInterpretingMarketResearchInitiatingandExploitingFundamentalResearchontheCategoryDevelopingaVisionoftheFutureBeingaChampionfortheConsumerintheBusiness2MARKETCATEGORYSTRATEGYDEVELOPMENTTheuseofconsumerunderstanding,thecompetitivedynamicsandboundariesofthemarket,andUnilever'sstrengthsandweaknessestoderiveaclearstrategyforthecategorythatdeliversprofitablegrowth.DefiningandUnderstandingtheMarketCategoryandSegmentsAnalysingCompetitorIntelligenceCreatingLongTermStrategiesforeachMarketCategoryConstructingtheBrandStrategyFormulatingthePricingStrategy3BRANDEQUITYMANAGEMENTThechampionshipofabrand.Theidentificationanddefinitionofthepurposeandpersonalityofabrandthattheconsumerfindsbothdistinctiveandappealing.Thedevelopmentofnewideasthataddvaluefortheconsumertogetherwiththerigorousmaintenanceofthebrandidentityinallbrandactivities,toensurethelongtermprofitabilityoftheBrand.DevelopingBrandPositioningStatement(BPS)ChampioningtheBrandDefendingandDevelopingBrandIdentityandPositioningMonitoringandManagingthePerformanceoftheBrand4LEADERSHIPOFBRANDINNOVATIONTheidentificationofgapsinconsumerneeds,translatingintobrandideasandthroughInnovationProcessManagement(IPM)bringingthemtofruition,jointlywithotherfunctionalspecialists.FindingandAnticipatingtheConsumerNeedGapAppreciatingTechnologicalPossibilitiesAggregateProjectPlanningGeneratingandEvaluatingIdeas(formulationsandpackaging)LaunchPlanningandImplementation5BRANDCOMMUNICATIONThecommunicationofthebrand,itsuniquevaluesandbenefitstotheconsumerandtheguardianshipofthebrandidentityandbrandvalues,applyingtheprinciplesofUPGAand'GoodAdvertisingPractice'(GAP).DevelopingaCommunicationPlanSearchingforInnovativeBrandCommunicationBriefingtheAgencyWorkingwiththeAgencyDevelopingandJudgingtheCommunicationTestingtheCommunication6MEDIAMANAGEMENTThepresentationofthebrandcommunicationinthemostrelevantandcosteffectiveway.UnderstandinghowConsumersAssimilateMediaControllingtheMediaPlanEvaluatingandOptimisingMediaSpendEncouragingInnovativeMediaActivitiesManagingthePublicImageoftheBrand7MARKETINGOPERATIONSTheexecution,withprecisionandspeed,ofallaspectsofthemarketingplan.GeneratingaBrandActivityPlanDevelopingConsumerFocusedPromot...