AkzoNobel & Illuminas: Supporting brand and category growth in diverse local markets
Bill Marshall, Nathan Taylor and Jonathan FletcherAkzoNobel and Illuminas
Summary
This paper describes how AkzoNobel, faced with stagnation in its developed markets and the need to maximise profits in its developing markets, conducted a large-scale quantitative study across ten markets to identify opportunities for brand and category growth throughout the customer journey.
The study used an innovative solution to the problem of developing an efficient and effective marketing strategy for diverse, national markets. Together with global and local marketers we created a series of high-level, cross-market models...