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Making the Pie Bigger
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00:00Je pense que vous verrez la meilleure session. Vous devriez rester.
00:05Marc, merci beaucoup d'être ici.
00:09Merci.
00:10Je pense que tout le monde sait que Marc est...
00:13Je pense que vous avez été une inspiration pour la plupart du monde du marketing.
00:18Nous avons pris une très forte stance, et nous allons revenir à ça en un second.
00:23Mais first, si vous voulez venir en France,
00:25un petit mot en français sur ce que vous avez aimé aujourd'hui.
00:30Vous parlez un peu de français pour nous?
00:32Non.
00:35Merci.
00:37Nous allons commencer par la question.
00:40Je vais commencer par la question de business.
00:43Quand nous étions à Cannes, vous disiez que ce n'était pas tout à fait de gagner la market share.
00:50C'était de faire la pièce plus grande.
00:54Est-ce que vous pouvez nous dire un peu plus sur cette pièce
00:57et ce que vous avez fait pour augmenter cette pièce?
01:00C'est sûr.
01:01Et bien sûr, merci, Artur, pour m'attendre dans cette conversation,
01:05et pour Vivotech en général,
01:07c'est une excellente, excellente expérience.
01:11Oui.
01:12On apprend Ah, nous ...
01:13nous avons learn, comme marketers,
01:15que le même moyen de s'assurer est de faire la part de la part de la part de la
01:18part de la part de la part de la part.
01:20C'est important.
01:22Mais c'est pas la part de la part de la part de la part de la part.
01:25Le plus possible de pouriller c'est de faire la part de la part de la part de la part
01:31de la part du Nord.
01:32And one of those economic laws is market matters.
01:37So when you grow the market, you grow the whole pie.
01:41When you grow the market, you innovate so more users come in.
01:45Use more, get higher value offerings, so when that market gets bigger,
01:50if you are driving the market growth, you will by definition grow market share,
01:55but everyone else is growing.
01:58Now, there's one of the questions we get a lot as well, how do you grow markets, particularly
02:03markets like the ones P&G is in?
02:05I mean, you guys, diapers, laundry soap, shampoos, you know, shaving cream, those kinds of things.
02:11How do you, those are mature markets.
02:13How do you grow those?
02:14Well, there's lots of opportunity.
02:16First of all, we are in these daily use categories where performance drives brand choice and
02:21pretty much everyone uses them.
02:22I'm going to do a little market research.
02:25How many people in here wash your hair?
02:30How many clean your clothes?
02:33Brush your teeth.
02:36Use a dishwasher.
02:39Use toilet paper.
02:42You get the point.
02:44Pretty much every one of you.
02:45And by the way, for those that didn't raise your hand.
02:47Yeah, we should have asked the one that did not, actually.
02:50In France, you could have some surprises.
02:52Well, the point is, nearly 100% of people use these categories.
02:58So rather than a target audience of women 18 to 54 or 18 plus, how about a target of 100
03:08% of users?
03:09And if you get 100% of users, you're going to make the market bigger.
03:13Now, how many of you have, in your business, 100% reach on your media?
03:2090%?
03:2280%?
03:2470%?
03:2760%?
03:28All right.
03:29Not many.
03:30I'm sure you're all thinking exactly how much do I have.
03:32But let's say it's about 75%, which, by the way, is about the average we have in many of our
03:37markets around the world.
03:3975% reach means 25% of the market isn't being reached.
03:44That's a lot of opportunity for growth.
03:48One more thing.
03:49Think about all those categories we talked about.
03:51Huge upside opportunity for growth.
03:53Why?
03:54Because there's huge upside opportunity for improvement.
03:57I'll bet you didn't know this, but I just saw some data recently from our team that said that only
04:02about 60% of people use a moisturizer.
04:0760%.
04:07That about a third of people are satisfied with their laundry.
04:12That 1 in 10 people have a great hair day.
04:15Now, I happen to be having a great hair day today, so I'm feeling pretty good about that.
04:18But think about that.
04:20That means there's lots of opportunity for improvement, and when you make things better, you can draw more people into
04:27the market.
04:27So, Gillette, shave, one of our best examples.
04:31Why?
04:32We started with clean shaving.
04:35Then, about 80 years later, we went to women for shaving legs.
04:41Then, about 20 years later, we went to beards, and then head shaving, now body shaving.
04:46So, we've now multiplied the number of uses and jobs to be done in order to be able to make
04:52that market bigger, and that's why this business continues to grow and get bigger and bigger, because the market is
04:58getting bigger.
04:59Thanks.
04:59I realize I'm having a bad hair day, and I didn't shave.
05:03You're having a great hair day.
05:04Yeah, I'm trying my best.
05:05Now, I make just maybe one remark on that, and I guess this is what we have seen here, is
05:09that to grow the pie, knowing your client, but also your prospect better, is such an important thing.
05:17And I think we're going to come back to that, but AI and technology is helping a lot into that.
05:21I would like to move on to something that we should never forget, which is creativity.
05:27A lot is being said about, ah, creative excellence, is that so important.
05:32Everyone is focusing on the lower end of the funnel at the moment, and I think there is no one
05:37like you that can talk to us about the importance of the brand and the importance of creativity, because this
05:43is what sticks at the end.
05:44If I'm taking a quote from Marcel Bustin Blanchet, our founder, he said 70 years ago, he said, creativity always
05:53stays.
05:54What moves is everything around.
05:56So what can you tell us about creative and the importance of brand?
05:59Creativity is absolutely a major source of how we grow markets.
06:05And if we take that mindset as well, we'll do a little bit of what we just discussed, is would
06:10you understand those everyday moments that matter, and then you figure out how your brand matters in those moments, and
06:17then you figure out through creative ideas how to make those moments matter even more.
06:22That's what creativity is about.
06:23You know, the funnel, top of the funnel, middle of the funnel, bottom of the funnel.
06:28Catch, connect, close.
06:30They're all similar constructs, but they're where people engage with creativity.
06:36But in order to make sure that each of those places works, you have to have an idea, a brand
06:42idea where your brand matters for the job to be done and the problem to solve, and then explain how
06:49that product works, why it's better.
06:51So when you have an idea, then that's the glue that connects between every one of those touch points.
06:59It has to be based on a great consumer insight.
07:02It has to communicate, depending on the kind of product you're in, why your product is better, what it's doing.
07:08What I find fascinating about creativity today is you think about video and TV and those kinds of things.
07:13Well, those are 30-second to 60-second ads that explain a whole story.
07:17You go to a lot of TikTok videos, what are they doing?
07:20Instagram videos, they're like one-minute ads that are explaining the product and how it works.
07:26So, creativity and the idea is what matters.
07:31Publicis is doing some great work for us.
07:33In fact, I know Maurice is very happy because you do work for us on Gillette.
07:38And Gillette, Gillette's been around since 1910.
07:42You may remember in the 1980s when they came out with The Best a Man Can Get, they had this
07:48beautiful, iconic song that you couldn't get out of your mind.
07:50And our friends from Publicis have said, why don't we modernize that?
07:54Why don't we bring that back?
07:56Because there are these everyday moments that you may not realize Gillette matters in, but we're going to bring that
08:04and we're going to create that new, iconic song and bring it back and introduce it.
08:10And we have brought it here to show it to you.
08:13Yeah, Maurice insisted that we show the film so he's in the techniques now.
08:16So, Maurice, you can put the film.
08:20Maurice, thank you.
08:26And you know how to make the most of who you are, father to son, doing what you've always done.
08:41She lives the best a man can get.
08:47On so many faces, it's pain to see.
08:55You give all you have to give for all that you can be.
09:02When the day is done, you're the champion.
09:09Gillette Labs, our next generation of shaping for the best a man can get.
09:17So, this is great.
09:18They took this.
09:19Yes.
09:20Give them a big round of applause.
09:21You should feel great about it.
09:24But that idea, the best a man can get.
09:27And what Publicis did is they also crafted an idea called the best face forward.
09:31Putting your best face forward was what they wanted to do in whatever moment that you may see that.
09:36And that's what you saw is multiple everyday moments that you don't think about that much, but they matter.
09:42They matter to you whether you're when you hold your first grandson, which I did about a year ago, that
09:47your face is clean and shaven.
09:50It matters when you go to a wedding.
09:52It matters when you go to an interview.
09:53All these things matter.
09:54And that's when this brand matters.
09:56Now, when you have a great idea, and when that great idea travels, which they have now put across every
10:03catch, connect, close, whatever you want to call it, every medium, then it starts to get into the fabric of
10:10popular culture.
10:11And as people started to remember this song, and they started to think about how to modernize it, influencers started
10:19getting involved.
10:20So we teamed up with a couple of influencers, and this one influencer went to Liverpool and sang this song
10:26in the square and got everybody excited.
10:28So let's show that one.
10:30Maurice?
10:31I got the whole of Liverpool dancing to the new Gillette song.
10:35You're looking good.
10:37You're looking sharp.
10:38You've come so far.
10:41And you know how to make
10:45The most of who you are
10:49Father to son
10:52Doing what you've always done
10:56You love
10:57The best a man can get
11:02There's so many faces
11:05It's plain to see
11:10You give all you have to give
11:13You give all you have to give
11:13For all that you can be
11:17When the day is done
11:20You're the champion
11:23You love
11:25The best a man can get
11:36Thank you
11:37Thank you
11:38Look
11:42I don't want to sound like an old guy that I'm becoming at the moment, but for all the youth
11:47that is in the room that is looking at all the great work and we're going to come in a
11:51second to the technology that is being developed outside.
11:54I think there is one thing you should not forget
11:57Is that there is only the power of a creative idea that can truly change the future of a company
12:04This is what has happened with Gillette
12:06And sustainability means something here
12:09And I think that when our founder was saying that yes, creativity stay was changed
12:13Everything is that around is really the point
12:15So let's go into everything that is around the creative idea now
12:19I saw you yesterday listening to the tour and going around there
12:23And there were so many people around you that we thought at what point it was president macron, but it
12:28was not it was you
12:29Oh, I thought it was Maurice
12:30Yeah, a lot of people around
12:31So what can you tell us about what you have seen what are the lessons you're taking out of that?
12:35We brought our team from around Europe who are all here today. There they are
12:40Thank you for being there guys and we had a specific mission to look at where are the tech not
12:45where are the ideas that we can use in order to make
12:48Help us do our brand building work better faster more efficiently and more effectively
12:54We want to reach a hundred percent of people with effective
12:59Communication and brand building and we want to do it in an efficient way so it's profitable so we can
13:03continue to invest and that's what we saw
13:05Many startups that gave us the potential to do that
13:09We saw a startup that allowed you to do creative ideation in a very fast cycle way
13:15Which was interesting because you could literally take visuals and ideas and put them together get the idea then go
13:21get some some input
13:23You saw how you could take quality creative and you could then you could adapt it to different people or
13:30different audiences or different countries
13:32We saw some ideas where you could take first-party data
13:36Clean the data so it's so it's anonymized and then allow you to be able to do better targeting
13:41So there were some really really good ideas that helped us do things fast and that started to help us
13:47and faster and better
13:48Think about how should we work? We need to work in a more integrated fashion. What are the skills we
13:53need?
13:54You need all the skills now. That's not a functional skill. You need additional skill
13:58You need data skills media skills brand building skills creative skills IT skills analytical skills leadership skills all those things
14:05are coming together
14:05Most important. I would say this you just made it made the point you will not find the answer in
14:10the technology
14:11The answer is in humanity. It's in people. It's that's what's going to make the biggest difference
14:18And so what's important is that we don't follow the technology out the window
14:24We focus on the outcomes we need to achieve and then make sure that we can use these tools
14:31Yeah, the outcome and the people to deliver I can't agree more. I would like to just go on to
14:37one big topic in marketing at the moment and
14:40Particularly in the US, but it's coming in Europe and in the rest of the world
14:44Retail media
14:46Will be bigger than linear TV next year
14:50What does it mean for you guys and what advice can you give to those marketeers around the table here
14:55because this is going to be a big topic for everyone
14:57so our business model as you talked about those that portfolio of
15:03household and personal care products or performance drives brand choice means we need to be superior in a number of
15:08things from a performance standpoint
15:10Product needs to be the best package needs to be the best superior brand communication needs to be the best
15:15superior value for the consumer
15:17And the customer needs to be yes and superior retail execution needs to be the best
15:22We are actually a b2b2c company because we go to retailers and retailers. We are our partners
15:29Retail media has been something that's been on the on the edge for a long time
15:33But now as you say is really starting to take off and it makes complete sense and it is very
15:38important to us
15:39Not just the US where we're doing a lot of work with our with our retailers
15:43But in in countries around the world China think about what was in China with Alibaba and Jingdong and Doyin,
15:50which was
15:51Their retailers and their media companies and they bring book the way to work is you work together when it
15:58comes to
15:58Taking the retailer data that works and your data that that the new typically with retailers understand purchase data
16:08We understand media behavior as well as consumer behavior and when you can
16:13Bring those together in an in an anonymized way of course in a protective way
16:18You can come up with some pretty good use cases to drive additional growth
16:22And so that's one of the reasons why we're partnering with so many retailers around the world, right? Thanks
16:28We didn't talk a lot about AI. I don't know why but we kept that for the end
16:33If I may I think there is a lot of BS around AI a lot here are two by the
16:39way and
16:40You've been through many
16:43tech revolution in the last decades and
16:46I think that for this audience it would be great to hear how you are printing this one
16:52What are the lesson we can learn from the past?
16:54It's a very different thing from what we have seen, but still there is some similarities
16:59So what can you give the audience as an advice as we are getting into this AI revolution with great
17:05opportunities?
17:06But also as a risk and some BS sometime
17:12You know when you think about where we are now it's it is very similar to other
17:18Revolutions that have occurred when it comes to technology and think of almost every technology that comes around
17:25Allows us to be able to do more do it faster do it better do it more efficiently and create
17:33more
17:33growth make the markets bigger and
17:37That's exactly what's happening now with AI and AI is is not new obviously we've been using AI with
17:45Programmatic media for more than a decade. It's been it's been a great way to be able to build our
17:50business. We we've used AI for
17:53Formulation and molecule development and a number of packaging development those all those kinds of things. What's now?
17:58Starting to happen is the generative AI
18:00Component which allows you to now start conceptualizing things in a more complete fashion get
18:06Information about how it's going to be effective and then you can take it and grow so what we learn
18:11is
18:12Start with the outcome
18:14What's the business outcome you're trying to achieve?
18:16How are you trying to better serve your consumers?
18:20How can you get to help them get their jobs done and problem solved then what can you do?
18:25How do you work? Who are the people you need to get together to be able to make that happen
18:29and how can you use the technology in
18:32Order to make that happen better
18:35Faster more effectively and more efficiently you start with the outcomes
18:40Get the people the humans and inject the humanity into it then the technology
18:46You will have a good outcome, which is what we started with market growth
18:52Yeah, make it concrete
18:54Look, I've got Maurice telling me that we have to move our getting out of time
18:58I would like to thank you very much and maybe leave you the last words about again
19:03What you can say to all of these audience that I came today just before you fly back to the
19:07US
19:07It would be if you want to wrap up. This would be great. Okay, I will do that
19:11Okay, few things to think about as you go go back market matters
19:16Make the market bigger
19:18Second ideas matter
19:21Get the ideas in there third
19:24Outcomes matter focus on the outcomes and fourth
19:29Humanity matters always inject the human element in everything that you do and you will hit
19:35The outcome that you want which is market growth and the final word is thank you Maurice and thank you
19:42our tour and thank all of you
19:44Thank you very much. Thank you mark. Thank you. Have a good day. Thank you
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