EXECUTIVE GUIDE
TO MANAGING GLOBAL
BRAND PERFORMANCE
THROUGHOUT CHANGE
G
 LOBAL BRANDS, LOCAL SALES, CHANGING
MARKET
Chief marketing officers like you need a consolidated,
three-dimensional view of your brand, product and
customer data from across all your systems and
geographies. And you need it fast to anticipate and adapt
to changing competitive environments.
Whatever the size of your organization, and no matter
what changes it undergoes, the KALIDO® application
suite (KALIDO) will empower you to gather all your
brand, product and customer data together and view it
from any angle, without the need to standardize your
existing processes.
“KALIDO has expanded our capability to view the
historic and projected performance of our global
brands across financial and non-financial measures.”
Head of Information Applications and Architecture
Group, Unilever
TRANSPARENCY THROUGH CHANGE
KALIDO lets you see relationships between customers,
your marketing efforts and product sales, across your
whole business - as it really is, and as it changes. And
change is incorporated rapidly and seamlessly. With such
granularity comes incredible power and the ability to seize,
react to, and exploit opportunities, as they arise over time:
• Gain a clear understanding of what you are selling, who
you are selling it to, and how you are selling it
• Spot the strong brands and the underperformers, and
then take action to open up new revenue and margin
opportunities fast
• Help reduce product and brand time-to-market with
better planning and reporting
• Use shared aims of global brands and products to
introduce global promotion or sourcing initiatives to
improve margins
• Take advantage of market opportunities more quickly
than your competitors
• Improve accuracy and confidence in operational
marketing data, reducing wasted business analyst time
• Plan brand futures with more accurate data so risk can
be minimized and opportunities maximized
• Make the most of brand and product R&D to streamline
costs, avoid duplications and capitalize on innovation
DEEPER BRAND INSIGHT
Successful management of global brand performance relies
on access to consolidated, reliable information, with drill-
down to source detail. With a detailed understanding of
your customers to inform brand vision and guide category
innovation, your organization can keep ahead of the pack
in the months and years ahead.
www.kalido.com
EXECUTIVE GUIDE TO BRAND MANAGEMENT THROUGHOUT BUSINESS CHANGE
Of course, brand portfolios can change frequently due to
acquisitions, divestments and extensions. Determining
the value of brand acquisitions or disposals and portfolio
reorganizations can be a CMO’s worst nightmare.
To address this problem, KALIDO provides you with an
information architecture as adaptive as your business
needs to be. KALIDO also stores current, past and future
business models so that you can accurately compare
today’s performance with the past, as well as scenario
plan for the future with confidence.
KALIDO works with the systems you already have -
including specialist CRM and analytics tools - and helps
you to get more out them.
“KALIDO is the engine behind our Global Product
Catalog, which provides unique and unambiguous
information on our products. It has allowed us to
manage global products centrally, giving fast access
to vital data for local operating units, and ensuring
maximum efficiency in R&D expenditure and other
areas of product portfolio management.”
Iain Pearson, Head of Global Product Management and
Supply Chain for Lubricants, Shell
CHANGE BEFORE CHANGES OVERTAKE YOU
KALIDO provides the consolidated, multi-dimensional
views that organizations seek, even through rapid
change. The result:
• Continue to gain accurate global brand performance
information
• Create more intelligent reports on your brand
performance from different perspectives – by
geography, through time, or by customer
• Rapidly model the impact of changes to brands and
product lines before they happen – “safely” test
what a brand acquisition, investment, and product
reorganization really means
• Segment global business to gain a better understanding
of products, customers, and channel profitability
• Develop central brand and product catalogs
- standardized global product definitions while
accommodating local variance
• Allow local units to report the way they need to, but
still get a clear, consistent overall picture of brand and
product performance
2
• Create sources of information that can be confidently
fed into financial systems for performance management
and regulatory compliance
With KALIDO, you can ensure that brand portfolios are
commonly understood across the business. Categories,
customers and suppliers are defined consistently,
supporting powerful segmentation and reporting.
This empowers you and your team to make up-to-the
minute and informed business decisions, resulting in up
to millions of dollars of savings and the identification of
new revenue opportunities.
CASE STUDY EXAMPLES
UNILEVER
Using KALIDO, Unilever has achieved
commonality across brand and
customers, enabling consolidated views
of performance. Executives now have
access to fast, accurate information on
market share and other key indicators of brand health,
segmented by country, by brand, across the world. This
has informed brand rationalization strategies as part of its
broader “Path to Growth” initiative.
LABATT BREWERIES OF CANADA
KALIDO powers Labatt’s Enterprise
Business Intelligence (EBI) program,
which enables Labatt to drill closely
into brand performance at national and regional levels.
With this extra insight, Labatt executives can closely
manage the performance of both global and local brands
and report the results to its various stakeholders.
“KALIDO will help us to gain visibility into how
brands are performing and their contribution to
the business, from national all the way down to the
territory level, in a standard and uniform way.”
Lorrie Owen-Turner, Enterprise Business Intelligence
Project Director, Labatt Breweries of Canada
To learn how companies like yours are managing brand
performance with KALIDO, please contact us at
info@kalido.com, or visit www.kalido.com.
www.kalido.com