What is your role in budgeting, sales forecasting, strategic planning, pricing and other marketing promotion and communications campaigns?
Gibson: I believe most brand managers play a lead role in managing each of these areas. You can’t really consider one without considering them all; so, in that sense, coordination of these efforts is critical. The key is to rely on the strengths of the internal organization as you develop the marketing architecture for your brand. Istead: We take the lead in the developing, planning and implementation of all aspects of an integrated advertising and promotions campaign, while working closely with the advertising agency in the development and rollout of these plans and tactics. Ozimkiewicz: I work with Monsanto’s branded seed product group and our licensed business managers to budget and forecast trait sales for current year and long-range plans. The crop protection and seed businesses are cyclical, so we have a yearly marketing planning cycle. First quarter is devoted to analyzing the market and developing plans a year in advance for the next selling season. We gain feedback, conduct ma
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