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KEVIN GEORGE: I think over the next three to six months, what
we're looking at change is, we're actually looking to--
in our business it's very interesting that we have a
long route to market to get to the consumer.
We're in a three tier system in the United States, and in
other markets, we go through distributors.
So for us, actually getting directly to the consumer is
really where our challenge is coming in.
And I think one of the things that we want to focus on is
driving more people from a consumer
perspective than push.
And that's more specific to our industry.
And getting the consumer to engage with our
brand in that way.
The second thing is really actually getting our marketers
better at understanding how everything fits together.
I heard some people today talk about whether or
not they have a web--
they have a web theme or a social media theme.
We believe that integrating those into the skill sets of
the marketers who run the brands
every day are important.
So it would be like having somebody who did television as
a marketer, or having somebody who does radio as a marketer.
It doesn't make any sense.
So if today's marketers actually don't have the skill
sets to actually deal in an environment where there's a
lot of new, different media, then we need to skill them up.
And that's another big thing that we're looking to change
over the next three to six months.