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Gold Vice President of Marketing New York Times Regional Media Group ASTECH Strategic Roundtable Vail, Colorado USA August 28, 2006 Strategic Consumer Marketing How Brand Diversity & Consumer Insight Create Competitive Advantage & GrowthStrategic Consumer MarketingToday’s Discussion: Strategic Consumer Marketing Today’s Discussion Brand Portfolio Management Consumer Insight Key Value Drivers Competitive Advantage Immediate & Sustainable GrowthStrategic Consumer MarketingGrowthFundamental & Elusive: Strategic Consumer Marketing Growth Fundamental & Elusive Q: % of Companies that achieve profitable growth? A: 10% Source: Bain & CompanyStrategic Consumer MarketingGrowthCorporate Scorecard: Strategic Consumer Marketing Growth Corporate Scorecard Q: % of Growth Projects that Succeed? A: 25% Source: Bain & CompanyStrategic Consumer MarketingGrowthMeeting Expectations: Strategic Consumer Marketing Growth Meeting Expectations Q: % of Companies that Achieve Performance Forecasts? A: 30% Source: Bain & CompanyStrategic Consumer MarketingGrowthHow?: Strategic Consumer Marketing Growth How? How to Achieve Growth While Circulation & Classified Decline? Earnings Growth Circulation Classified Strategic Consumer MarketingGrowthInvestor Impatience: Strategic Consumer Marketing Growth Investor Impatience Average Holding Period of Stocks The Clock Is Always Ticking Source: Bain & Company YearsStrategic Consumer MarketingGrowthSolutions: Strategic Consumer Marketing Growth Solutions Strategic Roadmap Balanced Management Key Value DriversStrategic Consumer Marketing Key Value DriversDeliver…: Strategic Consumer Marketing Key Value Drivers Deliver… Immediate Return Competitive Advantage Market Share Gain Sustained GrowthStrategic Consumer Marketing Health/Performance MatrixKey Value Drivers Support Immediate & Sustainable Growth: Strategic Consumer Marketing Health/Performance Matrix Key Value Drivers Support Immediate & Sustainable Growth Company Performance Company Health Business as Usual Rate & Expense Infrastructure Key Value Drivers Source: Based on concepts in “Building the Healthy Corporation”, Dobbs, Leslie, and Mendonca, The McKinsey Quarterly 2005 Number 3 > < >Strategic Consumer Marketing BPM + CI = EG: Strategic Consumer Marketing BPM + CI = EG + =Brand Portfolio Management: Brand Portfolio Management A Revitalized Core Brand Surrounded By Fresh New BrandsBrand Portfolio Management The New York Times Company Brands: Brand Portfolio Management The New York Times Company Brands D: 2.4 million S: 3.0 million O: 38 millionBrand Portfolio ManagementNYTRMG’s Brand Portfolio25 New Brands In 24 Months: Brand Portfolio Management NYTRMG’s Brand Portfolio 25 New Brands In 24 Months New Brands Extend Reach & Drive Incremental Revenue & EarningsBrand Portfolio Management Why create new brands?: Brand Portfolio Management Why create new brands? Every Brand Is Limited In Its Reach Competition Can Erode Brand Position, Market Share & Growth Potential New Brands Can Help Revitalize Mature Or Stagnant Brands & Extend Reach The Sum Of A Company’s Brands Can Drive Growth Beyond A “Solo Brand” StrategyBrand Portfolio Management US Newspaper Market PenetrationDaily Newspaper Circulation vs. Number of Households: Brand Portfolio Management US Newspaper Market Penetration Daily Newspaper Circulation vs. Number of Households Penetration Decline Indicates Weakening Of Core Brand Source: Editor and Publisher Yearbook data; U.S. Census Bureau Number in MillionsBrand Portfolio Management Media FragmentationOver the years, successive waves of transformational competition led to relentless erosion of newspaper readership: Brand Portfolio Management Media Fragmentation Over the years, successive waves of transformational competition led to relentless erosion of newspaper readership Source: NYTRMG Marketing Frame of Reference: Timely News & Information Point of Differentiation: Most Current & Complete SourceBrand Portfolio Management Transformational CompetitionNew Technology-Enabled Brands Create Dramatic Change: Brand Portfolio Management Transformational Competition New Technology-Enabled Brands Create Dramatic Change Airplanes Forced Railroads To Redefine Their ValueBrand Portfolio Management How Brands DevelopYoung & Rubicam Brand Asset Valuator® Measures Brand Health: Brand Portfolio Management How Brands Develop Young & Rubicam Brand Asset Valuator® Measures Brand Health Differentiation Relevance Esteem Knowledge Brand Strength Brand Stature Source: Young & Rubicam Brand Asset Valuator (2003) Differentiation Drives Brand Strength & StatureBrand Portfolio Management The Life of a BrandWeak Differentiation Leads To Decline & Erosion: Brand Portfolio Management The Life of a Brand Weak Differentiation Leads To Decline & Erosion Brand Strength (Differentiation & Relevance) Brand Stature (Esteem & Knowledge) > < > Source: Young & Rubicam Brand Asset Valuator (2003)Brand Portfolio Management Space & Value: Brand Portfolio Management Space & Value Differentiating Value % Space > < > What Content Provides Differentiating Value? Source: NYTRMG MarketingBrand Portfolio Management BMW Consumer FragmentationBMW Competes With Traditional & New Players: Brand Portfolio Management BMW Consumer Fragmentation BMW Competes With Traditional & New PlayersBrand Portfolio Management BMW Consumer FragmentationOver The Years, New Breeds Erode Pool Of Potential Customers: Brand Portfolio Management BMW Consumer Fragmentation Over The Years, New Breeds Erode Pool Of Potential Customers Source: NYTRMG Marketing Frame of Reference: Luxury Automotive Point of Differentiation: Superior Driving ExperienceBrand Portfolio Management BMW Brand Portfolio StrategyBrand Development Strengthens Core Brand & Reaches New Segments: Brand Portfolio Management BMW Brand Portfolio Strategy Brand Development Strengthens Core Brand & Reaches New SegmentsBrand Portfolio Management Brand Portfolio StrategySub-Brands, Brand Extensions & New Brands Build Growth: Brand Portfolio Management Brand Portfolio Strategy Sub-Brands, Brand Extensions & New Brands Build Growth Source: Fortune Magazine,October 2004 Compact Subcompact SUV Roadster (Z4) Passenger cars 0.2 0.4 0.6 0.8 1.0 1.2 1.4 The BMW Growth Model More Brands mean more Growth Sales in millions of units 2000 2002 2004 2006 2008 Brand Portfolio Management Brand Portfolio Strategy New Brands Strengthen Core & Reach New Segments: Brand Portfolio Management Brand Portfolio Strategy New Brands Strengthen Core & Reach New Segments Mini SUV Sedan BMW NYTRMGBrand Portfolio ManagementA New Model for NewspaperBeyond a Solo Brand Strategy: Brand Portfolio Management A New Model for Newspaper Beyond a Solo Brand Strategy Newspaper Online Out-of-Market Weeklies & Magazines In-Market Weeklies City Magazines Daily Newspaper Pure Online Multiple Brands Drive Growth Source: NYTRMG MarketingConsumer Insight: Consumer Insight Insight Fuels Brand DevelopmentConsumer Insight Consumer Insight Pyramid: Consumer Insight Consumer Insight Pyramid Marketing Database Builds Consumer InsightConsumer InsightStage1: Demographics: Consumer Insight Stage1: Demographics AnnaConsumer Insight Stage2: Life Stage Profiles: Consumer Insight Stage2: Life Stage Profiles Life Stage Profiles Identify Communities Of Interest Mature Years 59% of MarketConsumer Insight Stage 3: CRM: Consumer Insight Stage 3: CRM CRM Gathers Key Data During Customer InteractionsConsumer Insight Segmentation MapBrands Focused on Market Segments: Consumer Insight Segmentation Map Brands Focused on Market Segments Source: NYTRMG Marketing Mature Years 59% of Market Family Life 10% of Market Younger Years 31% of MarketStrategic Consumer MarketingA New Model for NewspapersBrand Portfolio Based on Insight Drives Growth: Strategic Consumer Marketing A New Model for Newspapers Brand Portfolio Based on Insight Drives Growth Newspaper Online Out-of-Market Weeklies & Magazines In-Market Weeklies City Magazines Daily Newspaper Pure Online BPM + CI = EG Source: NYTRMG MarketingStrategic Consumer MarketingSummary: Strategic Consumer Marketing Summary Growth is Fundamental & Elusive Growth Must be Immediate & Sustained Solution: Key Value Drivers Brand Portfolio Strategy Extends Reach Consumer Insight Drives Brand Development BPM + CI = EGThank you.: Thank you. James S. Gold Vice President of Marketing New York Times Regional Media Group 813.864.6013 email@example.com You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.