Marketing
Brand custodianship
We take building brands seriously and invest in growing long term relationships with the brands we represent.
As the local guardian of your brand in Australia and New Zealand, you can rely on Stuart Alexander to provide direction and specialised attention to unlock growth potential during the different life stages of your brand.
We work hard to ensure your brand gets the ‘best start in life’ in its establishment phase and is appropriately nurtured during its growth and development phase.
Global/local
We are the ‘glocalisation’ experts, able to think globally but act locally, ensuring your brand is positioned and marketed in a way that ensures long term success in the Australian and New Zealand marketplaces.
Win-win
At Stuart Alexander, your marketing team sets sales growth objectives for your brand with combined input from you and intelligence from our sales team.
Our unique business model offers your brand:
- A dedicated brand management and customer marketing team
- A focus on in-store activation to bring your brand to life in the consumer environment
- A joint commitment to building and growing your brand locally
- Structured collaboration and interaction - business reviews, principal conferences, market research, market visits
- The ability to leverage off the credibility already established by our brand portfolio
- The ability to act quickly to changes in the market and business and brand priorities
- Strong guidance and support for new product development
- The benefit of our scale and existing purchasing power with external suppliers of point of sale, data, research, sampling and media buying
Team structure
Our Marketing Department is divided into the Confectionery & Snacks Division and the Food & Beverages Division - each supported by a team of marketing, brand management, category management and trade marketing specialists.
Each division head is responsible for regular liaison with brand principals providing consumer insights and establishing the local brand strategy and objectives.
Dedicated brand managers execute the marketing plan and activation programs and manage research, budgets, reporting and field team cycle presentations.
The customer marketing team is responsible for category management including planogram development and support, visibility solutions and in-store activation.
In-store activation is a focal point of the marketing drive for our brands with programs developed by a dedicated team including the brand manager and a champion from both sales management and customer marketing.
Specialist marketing services – advertising creative, digital, online, mobile, sampling, promotions, media planning and buying, public relations, social media, crisis management, research and point of sale - are outsourced when required. We are also happy to work with global/regional supplied material.
Key marketing activities
- Partnered brand strategy development
- Annual brand plan creation
- Marketing budget management
- Brand activation activities – point of sale, sampling, consumer promotions
- Advertising and point of sale creative development
- Media planning and buying
- New product launches
- New product idea generation – flavours, pack formats, product ideas
- Brand performance reporting
- Market research management – qualitative and quantitative
