Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: Are you winning the market, or is the market just growing around you?
What happens in it: Watch the idea unfold: a brand’s units, the whole market’s units, and what the share hides and shows. In Your call you make the decisions in a real case: Clearbrook Home’s year-end sales report has landed on my desk. Revenue is up 12%, and our MD is celebrating. But at a trade meeting last week a retail buyer told me the cleaning products category grew 30% in unit volume over the same period. Then, in the boardroom, you make the case to Patrick, the managing director, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 3 of 5 in the Market position season of the Marketing series.
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