My Marketing Journey | Matt Law
Disclaimer: If anything I share today contradicts with
what you’ve learned in class, disregard what I’ve said.
WHAT I WISH I KNEW
When everything is going to happen
Who you’ll work with
What you’ll spend your time doing
How you’re going to do it
Where it’s all leading
4
18-23
24-29
30-Today
When everything is going to happen Start
Here
5
Marketing
Packaging Creative
Packaging Engineering
R&D / QA / Regulatory
Supply Chain
Legal
ATL Agencies
BTL Agencies
Who you’ll work with
6Time
Respon
sib
ility
Marketing
Expertise
Project
Management
Communication
(Verbal / Written)
What you’ll spend your time doing
7Time
Respon
sib
ility
Marketing
Expertise
Project
Management
CO
OR
IND
AT
OR
SP
EC
IALIS
T
AS
SO
CIA
TE
PR
OD
UC
T M
AN
AG
ER
PR
OD
UC
T M
AN
AG
ER
BR
AN
D M
AN
AG
ER
SE
NIO
R B
RA
ND
MA
NA
GE
R
DIR
EC
TO
R
VIC
E P
RE
SID
EN
T
What you’ll spend your time doing
Communication
(Verbal / Written)
8
How you’re going to do it – marketing innovation
9
How you’re going to do it – marketing innovation
10
How you’re going to do it – marketing innovation
11
How you’re going to do it – product innovation
12
Consumer
Category
Competition
Customer
Company
Product
Positioning
Packaging
Pricing
Promotion
Placement
Need to know Need to do
How you’re going to do it – product innovation
13
Consumer
Category
Competition
Customer
Company
Product
Positioning
Packaging
Pricing
Promotion
Placement
Need to know Need to do
Millenials, 50/50
$4B, fast growing
Pure Leaf
FDM, C-Store
Coca-Cola
Iced Tea, Organic, Quality
Organic, quality tea/flavors
Plastic bottle, clean label
$1.50
$20% discount, social/print
Next to Pure Leaf in tea aisle
How you’re going to do it – product innovation
14
How you’re going to do it – product innovation
Packaging
Manufacturing
Distribution
Proposition
Marketing
JUN
2015
OCT
2015
JAN
2016
APR
2016
JUN
2016
OCT
2016
JAN
2017
APR
2017
Positioning – Flavor – BASES – Packaging
Bottle Design – Unit Mold – Label Design
Sales
SamplesProduction
Sell InStart
Ship
Campaign
Launch
JUN
2017
Finalize Partnership Contract
Campaign
DevelopmentMedia Production
TrialsFormula Development
TODAY
15
Brand Management Marketing & Product Management
Agency (Ad, Media, Brand, PR, Digital)
CEO or CMO?
Where it’s all leading
16
(Retail) Category Brand
ManagementChannel
Development
Global
Innovation
Global
Digital Marketing
Drive sales and brand
engagement inside
Starbucks stores
Drive sales and brand
engagement outside
Starbucks stores
Future strategy, vision,
and pipeline for key
product platforms
Brand engagement
across digital platforms
– owned, earned, &
paid
Category Brand Mgmt
Integrated Marketing
CPG Brand Mgmt
Branded Solutions
At Home Coffee
Global Beverage
Where it’s all leading
WHAT I WISH I HAD SPENT MORE TIME DOING
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Simon Sinek
Simon Sinek Amy Cuddy Malcolm Gladwell
Ken Robinson Seth Godin Elon Musk
Walter FallonAndy GroveSteve Jobs
Elon MuskJeff BezosHoward Schultz
Aug 2006
Tim Urban
Marketing student
Student of marketing