MARKETING
Within this essential business function you will deepen your understanding in three main areas: Brand Marketing, Trade Marketing & Distribution, and Strategy, Planning and Insights. The specific projects you will be involved in will really depend on when you join our organisation, however throughout your two year trainee placement you will gain an understanding of key marketing elements including Brand Positioning, Brand Authorship, Consumer Dialogue, Account Classification and Relationships, Strategy Planning and Insights and Market Tracking.
Brand Marketing
During Brand Marketing training you will explore the elements of Brand Positioning as well as the basic elements and processes of Brand Authorship. You will understand and appreciate how these fit within the whole creative process. You will learn how brand activities and programmes are developed and executed in the market, while successfully guiding and facilitating information to the marketing communication agency (creative briefs) and working closely with agencies on execution and the follow-up of brand activities.
Trade Marketing & Distribution
Trade Marketing & Distribution plays an important role within the Marketing function and it’s important that you understand the basic principles of TM&D. You will need to recognise the strategic importance of ‘selling activity’ and demonstrate an understanding of the 9 step call sequence and its benefits. You will also be given an opportunity to demonstrate an understanding of Supply Chain flow and strategy. In addition you will further your appreciation of Consumer Dialogue through retail and how retail classification tools can be used to support brand activities.
Strategy, Planning & Insights
As a management trainee you will learn the basic principles of Strategy Planning & Insights, and its vital role within the Marketing function. You will also develop further insight into:
- Understanding the different research methodologies and using tools available to generate market, consumer and customer insights to improve marketing decision making
- Understanding of the role of market tracking in the business and information processes such as competitor analysis, demand forecasting and information management
- Clearly understanding the marketing planning process and how to drive alignment and integration of brand and trade plans in the planning process.
Testimonial
Carolyn Dillhyon
Regional Marketing Skills Development
"I get excited about working for a company with such wonderful diversity. I work with people from all over the world. I have learned a tremendous amount about people and communication along the way. The exposure to such a vast array of high potential talent is invigorating and inspires me. My experiences at BAT benefit me not only at work but also in my personal life.
The biggest challenge for the Marketing function is simply that! How, in today's increasingly legislative and restrictive environment, can we continue to communicate with our consumers? It is a very big question with no easy answers. But... the challenge of finding next generation solutions is exciting!
Marketing will continue to be consumer focused but we will simply have to be more innovative with the offer and also with the approach. We are re-thinking the relative importance of the point of purchase and the point of consumption. HOW can we shine a light on our brands in the precious few moments or even seconds that are available? Again, there are no easy answers to the question but we are working on it!"
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