WWW.THEENTERPRISEWORLD.COM | EMEA EDITION | JANUARY 2024
UPSHOT Liverpool: The Gem of England
ARTICLE
Unlocking Growth A Deep Dive into Marketing Development Funds (MDF)
CASE STUDY How Coca-Cola Unbottled Brilliance to appease Masses?
Enabling Change
LOUISE FOGSTRUP Founder
The Most Influential
HR LEADERS To Follow - 2024
PIONEERING SUSTAINABLE CHANGE Leadership Through Enabling Change
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n the latest edition of The Enterprise World, we proudly present a compelling exploration into the realm of Human Resources, focusing on the trailblazers who have redefined the landscape. Our cover story showcases none other than Louise Fogstrup, founder of Enabling Change and a transformative force in the HR domain. Navigating the HR Landscape: Human Resources plays a pivotal role in shaping the dynamics of organizations, and in this issue, we navigate the intricacies of the HR landscape. From talent acquisition to employee engagement, we delve into the multifaceted aspects that make HR a cornerstone of organizational success. Louise Fogstrup: A Visionary HR Leader: Our cover story unravels the journey of Louise Fogstrup, a visionary HR leader whose work with Enabling Change has left an indelible mark on the industry. Through innovative strategies and a commitment to fostering positive workplace cultures, Louise exemplifies the qualities that define an influential HR leader. The Enterprise World's Commitment: As The Enterprise World, our commitment is to illuminate the stories that matter, showcasing leaders and companies that are driving change. This edition reaffirms our dedication to providing valuable insights into the world of Human Resources, celebrating the influencers who are shaping the future of work. Join us in this enlightening exploration of the HR realm as we present The Most Influential HR Leaders To Follow, 2024, featuring Louise Fogstrup's Enabling Change on the cover.
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This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair. We try to bring a perfect platform for business organization to showcase their valued products/ services. Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World. The Enterprise World solely owns all the reprint rights.
InFor anythe company, Human Resources (HR) is essential for success. HR leaders play a vital role in cover read aboutnavigating the business through changes. They build engagement, manage talent, and guide the company toward excellence. Among the most influential HR leaders today, Louise Ellekilde Fogstrup, Founder of Enabling Change stands out. On the cover of this issue, we have featured Nari Katgara (Country Development Manager at Jeena & Company). As part of the 5th generation the family, Nari is one of the theory, significant With a solid academic foundation in economics and of a specialization in motivational driving forces behind Jeena’s international expansion. As a country development manager, the Louise Fogstrup brings a wealth of knowledge to her role. Her consultancy, Enabling Change, organization has seen remarkable success under his astute leadership. has garnered recognition as one of Europe’s top Organizational Development (OD) companies, a testament to her has expertise. visionary leadership, Louise is his driving transformative Nari’s journey been a Through constant her learning experience. He attributes knowledge to the change within organizations and elevating the impact of HR leaders on the corporate landscape. guidance of the best leaders in logistics, including his father and uncles. “The more we are exposed to practical situations, the more adept we become at handling operational issues,” he Her dedication bringing to challenging change environments, encouraging says. Logisticstoand supplystructure chain management are complex fields, requiring continuouschange learning leadership education, implementing new dynamic ways of working and inspiring professionals and adaptation. Nari’s tenure at Jeena Global allowed him to apply his knowledge effectively, and and create long-lasting change make her a noteworthy figure in the field of he stakeholders looks back ontohis journey with gratitude. Sustainable Change Leadership and Strategic Organizational Development. His work combines customer retention with new acquisitions. However, his responsibilities Discovering Motivation extend beyond customer relations. Nari conducts industry research and manages operations, sales, and finance remotely. This multifaceted role is a significant achievement, and it underscores his Louise's careertostarted from a strong interest in understanding human behavior and motivation, commitment the company’s success. especially in the complex world of organizational dynamics. This often involved working across In the special profile section, have featured the story of Laura Brandao (CEO of Lighthouse various cultures, locations, andwe hierarchies. Lending Capital). Laura Brandao is a staunch supporter of diversity, inclusion, and equity in the business world.economics, A career spent advocating access financial programs for women, Having studied Louise initiated equal her career in to finance, where she gained valuable minorities and disadvantaged people has brought Laura to the intersection of passion insights from working in a cross-border, multicultural organization, particularly from aand financial obsession. Whether it that, is buying a home or starting business, she fought for equal financial perspective. In spite of she soon recognized thata something elsehas held her interest. access and opportunity for all.
LEADERS IN SPOTLIGHT
For the cover read about -
CONTENTS
12
Louise Fogstrup
UPSHOT
Liverpool: The Gem of England
Unlocking Growth A Deep Dive into Marketing Development Funds (MDF)
How Coca-Cola Unbottled Brilliance to appease Masses?
24 Article
30 CASE STUDY
34 Article
The Tech Revolution in Online Plant Identification
44
Cover Story
Louise Ellekilde
Fogstrup
Pioneering Sustainable Change Leadership through Enabling Change Louise Fogstrup Founder, Enabling Change
12 | January 2024
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n any company, Human Resources (HR) is essential for success. HR leaders play a vital role in navigating the business through changes. They build engagement, manage talent, and guide the company toward excellence. Among the most influential HR leaders today, Louise Ellekilde Fogstrup, Founder of Enabling Change stands out. With a solid academic foundation in economics and a specialization in motivational theory, Louise brings a wealth of knowledge to her role. Her consultancy, Enabling Change, has garnered recognition as one of Europe’s top Organizational Development (OD) companies, a testament to her expertise. Through her visionary leadership, Louise is driving transformative change within organizations and elevating the impact of HR leaders on the corporate landscape. Her dedication to bringing structure to challenging change environments, encouraging change leadership education, implementing new dynamic ways of working and inspiring professionals and stakeholders to create long-lasting change make her a noteworthy figure in the field of Sustainable Change Leadership and Strategic Organizational Development. Discovering Motivation Louise's career started from a strong interest in understanding human behavior and motivation, especially in the complex world of organizational dynamics. This often involved working across various cultures, locations, and hierarchies. Having studied economics, Louise initiated her career in finance, where she gained valuable insights from working in a crossborder, multicultural organization, particularly from a financial perspective. In spite of that, she soon recognized that something else held her interest.
14 | January 2024
With two decades of hindsight, Louise candidly acknowledges grappling with selfassurance issues at that juncture, making it challenging to admit any educational misalignment. However, instead of dwelling on perceived failures, she conscientiously focused on the latent opportunities for learning and personal growth stemming from her experiences. This perspective has since become a foundational element of her journey, which she passionately imparts to others. In her view, every circumstance presents invaluable lessons and prospects for personal development, a philosophy that influenced her parenting approach and her commitment to volunteer work. For Louise, there are no failures, only opportunities to experiment, learn, and skillfully apply newfound wisdom to future endeavors. Journey into Change Leadership When asked about her focus on change, Louise shares her journey from curiosity about human motivation to her current dedication to change management. Beginning her career in a prominent consultancy, she was drawn to the engagement, the constant learning, and the dynamic environment. The art of change and its implementation genuinely captivated her, becoming the core of her focus. In this arena, she witnessed the tangible benefits of her efforts. Working on large-scale implementations spanning countries and cultures, Louise delved deep into the mechanics of successful journeys. She identified active leadership and structuring intangible processes as critical factors in achieving success. This resonated with her longstanding interests, and she gradually transitioned from project management to leading programs and engaging with senior leadership teams. Her work evolved to assist these teams in navigating organizational changes driven by shifts in strategy, mergers and acquisitions, or new areas of responsibility.
Cover Story
Today, at Enabling Change, Louise and her team concentrate on aligning leadership and teams to enable sustainable journeys for organizations. The company’s mission revolves around helping organizations and leaders find their way and guiding them toward new directions. It is a testament to the beauty the company sees in assisting organizations and leaders in their transformative endeavors. Enabling Change: A Vision for Balance In recounting the origins of Enabling Change, Louise reveals a long-standing dream of building a business that could provide both professional fulfillment and a balanced life. She was inspired to create Enabling Change to thrive in her career while enjoying the flexibility to attend to personal priorities, including her family and well-being. Rejecting the notion that one must choose between a successful career and family life, Louise chose the path of entrepreneurship, cherishing the freedom to pick up her children from school and engage in activities that brought her happiness. This alignment of personal and professional aspects, especially her passion for "Turning business unusual into business as usual", as her business tagline says, became the foundation of Enabling Change. These core principles, emphasizing the importance of work-life balance and flexibility, have defined Enabling Change’s culture and guided its ongoing expansion efforts. The company is dedicated to pioneering new ways of working that enable individuals to achieve balance across various facets of their lives. Louise and her team firmly believe that such equilibrium fosters exceptional performance, underscoring their
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commitment to promoting this vision in organizational development. Pioneering tomorrow’s Work Methods Louise is dedicated to shaping the future of work methodologies. She believes this endeavor is underpinned by the fundamental principles of enabling change, which form the cornerstone of the organization’s ethos. Enabling Change’s name underscores the company’s focus on enabling and Louise proudly refers to herself as an enabler. The company’s core mission is facilitating transformative journeys and transitions, empowering leaders and organizations to implement sustainable change successfully.
freedom and high-performance commitment, as solely concentrating on one element would hinder sustainability. Simultaneously, the company maintains a holistic lifestyle perspective, valuing the freedom and flexibility to engage in diverse pursuits beyond work. Louise framed this approach as the essence of creating a lifestyle beneficial to all parties, underlining that it functions effectively due to the team’s commitment. This dedication is reflected in their ability to deliver on promises, go the extra mile when needed, and exercise the option to decline additional work when it aligns with their well-being—a testament to the innovative ways of working that Enabling Change aims to foster for the future. Vision for the Future
Crucially , Enabling Change's approach emphasizes that the company doesn´t engage in one-off interventions. Instead, it prioritizes transferring skills and knowledge to the leaders and organizations it collaborates with, ensuring that these entities can independently navigate future change initiatives. This is the key to creating enduring and sustainable change. While the roots of change management spurred its journey, the company has evolved into a team of international-minded enablers with core competencies spanning strategic leadership, executive coaching, high-performance team development, learning and development, change engagement, and communication. Enabling Change’s holistic perspective identifies all the elements that drive sustainable change with a steadfast commitment to personal and organizational growth. It embraces flexibility in its methodologies, tools, and processes, believing adaptability is essential to success. Moreover, the company prioritizes the depth of its knowledge and skills, delving deeply into all facets of leading transitions and change journeys, which requires staying current in its field. The company’s collective passion for working across diverse countries and cultures further enriches its capabilities as it strives to pioneer the ways of working for tomorrow. Balancing Accountability and Freedom Addressing the creation of tomorrow’s work methodologies, Louise emphasizes the essential connection between this objective and assembling the right team of individuals who share core values. Louise stresses the need for a delicate equilibrium between
16 | January 2024
In contemplating the future of Enabling Change, Louise envisions a company that transcends boundaries, with a presence in all European countries. Her dream is rooted in the ability to support leaders and organizations with a delicate balance—mindful of local cultures and customs while maintaining an international mindset. This equilibrium, she emphasizes, is integral to the company’s future success. For Louise, the accurate measure of success lies in the company’s lasting impact on its clients. She recounts a pivotal moment when a senior leader in healthcare attributed their success to the knowledge and guidance provided by Enabling Change during a past transformation. Such moments, where clients continue to draw on the company’s expertise years later, reaffirm the sustainable impact it aims to have in change management. Over the years, Louise has observed a shift in change management, evolving from a niche competence to a fundamental component of a leader’s toolbox. The language and focus surrounding change have also transformed, emphasizing long-term value, competence development, and sustainability. Postpandemic, there is a heightened emphasis on sustainable change and adaptability in an everevolving world. Enabling Change is dedicated to building competence in real-time, ensuring relevance and effectiveness. The company not only guides organizations through transitions but also empowers leaders and individuals with the necessary change tools to navigate the dynamic landscape. The heartfelt feedback and client messages reaffirm that Enabling
Change makes a difference in helping organizations thrive in this dynamic environment.
where members are driven by the shared ethos of giving forward to society. The Enabling Academy
Guiding Beliefs
The second core belief that shapes Louise’s journey revolves around continuous learning and curiosity. She derives great joy from acquiring new knowledge and has channeled this passion into exploring diverse client worlds and engaging in external education. As she pursues her Board Director Diploma at IMD, Switzerland, she seeks opportunities to leverage her professional competencies to make a positive impact beyond her immediate sphere. Moreover, she highlights that these values are not confined to her alone; they resonate within the Enabling Change team,
Louise discusses the exciting initiative of building the Enabling Academy. She adds that the project aims to upscale individuals in various professional domains, enabling them to succeed as leaders, HR partners, and change professionals. The Enabling Academy is currently in the pilot phase and set to launch at the beginning of 2024. The Enabling Academy will offer a comprehensive learning experience, combining micro-lessons, change tools, and a virtual toolkit. The objective is to provide valuable resources and knowledge that empower individuals to excel in their respective roles. Louise’s vision for the Enabling Academy aligns with her overarching mission of enabling people to succeed, ultimately contributing to their personal and professional growth.
Enabling Strong Results through a Balanced Way of Working At Enabling Change, Louise has brought together accountable and passionate advocates of long-lasting change through her community of Enablers. The team’s ethos is based on balancing competence with passion, and accountability with flexibility. With a mission to enable leaders, employees, collaborators and organizations to create sustainable change, the Enablers bring clarity and focus to change journeys, making them easier for their clients, regardless of project scale or transformation stage. The founding members of this community each bring a distinct set of abilities to the team, creating a cohesive alliance that makes a lasting impact on the organizations they serve.
Cover Story
Louise’s journey is underpinned by two core beliefs that she considers fundamental. The first belief was instilled in her by an influential leader who emphasized giving without expecting something in return. Louise firmly believes in the power of giving forward, viewing it as both a choice and an obligation to contribute professionally and personally to those in need. She passionately advocates looking beyond oneself and has dedicated her time and expertise to various causes, including serving on the board of trustees for the Frankfurt International School, acting as an external lecturer at Goethe University, Frankfurt and providing free engagement and advice to organizations focused on children’s development. Louise has witnessed the reciprocity of giving forward, as help often arrives unexpectedly when needed most, affirming her commitment to building a better business and society.
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KAREN SAUNDERS
NAOMI LOCKWOOD
An executive coach with a professional background in HR and time spent on leadership teams, Karen has considerable experience of partnering with SMEs and large businesses in complex, ambiguous and sensitive situations in the UK and beyond.
Naomi is a Learning and Organizational Development professional with over 20 years of experience working in public and private sectors as well as NGO's and Charities, to enhance individual, team and organizational effectiveness. She has held various Directorlevel roles in Learning and Development, HR, Talent and Organizational Development in global education, UK National Health Service and pharmaceuticals.
Her areas of expertise include leadership development, change management, developing high-performing teams and organizational development and her clients span across industries such as pharma/healthcare, utilities, engineering, and tech. She excels in collaborative relationship-building, underpinned by emotional intelligence and a pragmatic, positive outlook. Having navigated internal transformations as an HR Director within a multinational, and now working as an external advisor, Karen offers insights from both standpoints. This dual perspective and ability to relate to her clients, because she has been where they are, is a fundamental strength she brings to the Enabling Change community. Karen is passionate about enabling personal growth and business success.
18 | January 2024
She holds deep expertise in facilitation, design and delivery of initiatives and applies her experience and knowledge in psychological safety, leadership development, learning, and culture change to her work across multiple organizations. Supporting her clients to ensure that their team development strategies align with their organizations' business strategies, Naomi enables teams to develop the skills, knowledge and behaviours required to perform at their best, achieve their goals and ultimately deliver on RoI. This competence is key to the Enabling Change community mission of enabling clients to create sustainable change.
MICHELLE TONNESEN
JANE HOAREAU
Michelle helps organizations change, people thrive, teams perform, and leaders succeed through tangible results.
A digital and content marketer with experience in both change management content and overall communications and marketing strategies, Jane has over 15 years of professional content creation and marketing experience across different cultures.
Inspired by her 20 years of strategic and operational experience as a consultant and a Clevel executive in international companies, she delivers advice, implementation, facilitation and coaching within people and organizational development, change management, cultural enablement, team performance and leadership evolution. Michelle is an AC-accredited business coach. Her work experience spans start-ups, SMEs and multinational corporations in the e-gaming, telecom, financial services, transport, pharma and biotech industries, as well as Big Four consultancies. Michelle’s competence bridges Change Management, Strategy Development, People Engagement and Coaching. In practical terms, this means she can approach change initiatives for the Enabling Change community comprehensively, build effective communications strategies that engage employees at different levels and foster cultural organizational transformations all while ensuring that leaders and employees feel supported and equipped to navigate change.
She has worked across various industries, including travel, SaaS, retail, health and well-being, animal health and organizational change providing strategic advice on communication and marketing matters to business owners and organizations especially through periods of change and growth. She distills the technical aspects of change management into accessible content, making it clear and approachable to diverse audiences. Jane brings her communication and marketing know-how to educate, inform and promote the Enabling Change community.
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ADVICE FOR
ASPIR ENTR LOUISE ELLEKILDE FOGSTRUP Working as an executive advisor in strategic governance and business transformation, Louise is an experienced leader, entrepreneur and enabler of change leadership as well as organizational development. She is motivated to create impactful and sustainable change and her professional activities cover a variety of private sector industries.
Cover Story
Louise has extensive advisory and board member experience working with stakeholder groups across diverse cultures. Her work involves building organizational competencies for sustainable change leadership as well as strategic planning and sparring for organizational development to ensure increased effectiveness and performance.
20 | January 2024
She excels in enabling board and executive-level lead strategic change journeys. A key focus over recent years has been to leverage her understanding of the healthcare landscape and its complex dilemmas to bring results to global healthcare companies as well as BioTech, MedTech and regulatory authorities. Through founding the Enabler Community, Louise wants to build a strong team of change enablers across Europe with an international mindset yet local understanding. She aims to inspire and support change practitioners to be exceptional as strategic change enablers.
RING REPRENEURS When asked to advise budding entrepreneurs, Louise shares valuable insights from her journey. She emphasized the importance of following one’s dream but stressed the need for a rigorous selfassessment of strengths and competencies. Louise advised aspiring entrepreneurs to focus on their strengths and seek partnerships with individuals who excel in complementary domains. She underscored the significance of vulnerability, open-mindedness, and a willingness to accept feedback, even when it might be critical. Louise’s guidance also highlighted the essential role of building a team of like-minded individuals who share the same values and possess expertise in their respective fields. Finding this balance between individual strengths and collective alignment is key to entrepreneurial success. Moreover, she advised entrepreneurs to be transparent about their priorities and the speed at which they develop their businesses. She stressed the significance of relishing the process and sustaining a consistent pace. Louise’s final advice was practical—conducting a worst-case calculation to determine the minimum financial requirements for personal stability, allowing for peace of mind and informed decision-making. She emphasized that this baseline is often lower than expected, providing a valuable perspective for those embarking on the entrepreneurial path.
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LIVE
24 | January 2024
ERPOOL The Gem of England
Liverpool, a city located in the metropolitan county of Merseyside in North West England, is famous for multiple reasons. The music scene, football teams, culture, friendly faces, maritime history, and so on. All of us know the rock band The Beatles belonged from here. The Hollywood actress Jodie Comer, the two professional football teams, and the nightlife, all these are the breath-taking elements here. When you notice all these elements around you, you're in Liverpool, my dear friend! The multi-faceted attributes of the city make it different from other cities. With a population of 9,17,000, the city's two football teams enjoy a huge fanbase. Delve a little deeper into the city and you will discover a few things that could exhilarate your experience of this gem of a brilliant UK city. During the late 19th and early 20th century, the city was most famous for being a port. Liverpool is on the east side of River Mersey. It became a borough in 1207 and a city in 1880. In 1889, the city became separate from Lancashire. The number of national museums in Liverpool is very high, except London, of course! A person who will visit there will find all sorts of interesting things to do during the stay. The history, the culture, the visuals around the city, and the museums, all of it is worth going.
Liverpool Attractions: Not only The Beatles, there are more reasons to be fascinated by the beauty of the city. Several indoor and outdoor attractions can be enjoyed by people. The Formby Squirrel Reserve is right around the corner from Crosby Beach. The "Iron Men" sculptures can be seen famed by Antony Gormley's. The glittering Albert Dock is home to a variety of great museums and art galleries in Liverpool. It also includes the Tate Liverpool and the Mersey Maritime Museum. Sefton Park is a 235-acre Grade I-listed park with enough for families. The city also has a surplus of free attractions and things to do. Scouse or Scousers? One is the name of a dish, while the other is a nickname used for people. So, scouse is the term used for a filling stew made of beef, carrots, onions, and potatoes. It is guessed to be a version of Norweigan Labskaus, that was brought to the city hundreds of years ago by visiting sailors. The delicacy is still served in many pubs and eateries in the city today. The local people in the city are addressed as Scousers or Liverpudlians. After a long day of strolling in the city, at the end of the day you need to feel satiated, you can always find a good place serving the delicacy. Grab a local scouser with you to have the scouse, how does that sound?
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Interesting Facts About Liverpool: 1. A Hub for Museums: With a count of 10 museums to visit, a person who is inquisitive by nature will learn a new thing or two over here. You can make a list of museums and keep ticking after completing each one of them. Almost all interests are covered, and all of them are free to enter too. A great place to begin with the museum stroll is the Royal Albert Dock.
2. Cavern Club and The Beatles are inseparable: Even though the original Cavern Club does not exist, the original arches of the building can be seen. The Fantastic Four grew up in the same area and had started performing some of their very first shows in the city. With a count of over 292 performances at the iconic Cavern Club, the renovated club has Beatles memorabilia and is a remarkable place to listen to music.
3. The Chinese Connection: Liverpool dons the hat of hosting the oldest Chinatown events. London and Manchester host the biggest Chinatowns in the UK. The Chinese community, for centuries, has trading links with Liverpool city that allured immigrants, sailors, and traders from all over the globe. Another interesting fact about Liverpool City is the arch of Liverpool's Chinatown. The lavish structure was decked with hundreds of dragons and two magnificent lions.
4. Largest Cathedral in the UK: 74 years was the time taken to build this cathedral. Yes, that's right! We aren't joking. At 189 meters long and 101 meters tall at its highest point, it truly is humongous. The Anglican Cathedral holds the title of the largest cathedral in the UK. If you plan to explore the gorgeous Georgian Quarter you will not want to miss this monument. Located on St. James Mount, it is worth the visit.
26 | January 2024
5. A wet dock: The best hidden gem is the 300-year-old dock that lies underneath Liverpool ONE. Opened in 1715, the clever design allowed ships to unload cargo without worrying about the tides of the River Mersey estuary. It took 5 years to build and cost three million pounds in today's monetary calculation. The immense hard work and dedication helped Liverpool become the best trading port on the planet.
6. Jaw-dropping cultural diversity: According to a study, 51% of Liverpudlians speak a language different from English a home. A whopping 60 different languages are spoken by the residents daily. Back in the 1830s, when the first ship came into the city carrying silk, tea, and cotton, the Chinese community continued to grow for centuries. The Chinatown in Liverpool is still on a roll to date.
7. Outbreak of Tropical Diseases: Liverpool's Overseas Trade was founded by Sir Alfred Lewis Jones in November 1898. It resulted in the outbreak of tropical diseases. Sir Alfred donated 350 pounds to establish a School of Tropical Medicine, the first of its kind. It provided cutting-edge research and teaching ever since which included co-relating Malaria and mosquito bites.
8. Liverpool means muddy pool: Last but not least the most interesting fact is the history of the city's name. The origin of the name comes from the old English words "lifer" which means muddy or thick water, and pol means pool or creek. Muddy Pool doesn't sound as trendy as Liverpool. In 1190, the first written record was as Liverpul. Later, according to the Cambridge Dictionary of English place-names, the very first reference was of a pool or a tidal creek, so later it got changed to Liverpool.
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Things To Avoid
In Liverpool: a. Being unprepared for the changeable weather: Liverpool resides on the northwest coast of England along with the Irish Sea. This region of the world is famous for unsettled weather. The Atlantic Ocean can bring windy and rainy days even when it's sunny. So be prepared to face constant weather changes. b. Avoid Taxis when exploring: There isn't much of a point in taking taxis when you're in the mood to stroll around the city. Geographically, the city is quite small and we're sure you do not want to waste your money on taxi fares, do you? For a fact, the walk from Royal Albert Docks to the City Centre is not even a 10-minute one. From there again if you walk for 10 minutes, you'll be at the University of Liverpool in the Knowledge Quarter. c. Avoid eating at tourist restaurants: If you're a foodie and want some authentic Liverpool taste, head to a local restaurant. Of course, you can eat at a franchise restaurant, but then you will miss out on down-to-earth cafes, neighborhood pubs, and even finedine bars. d. No mocking the Scouse accent: The Liverpudlian accent is one of the most pronounced in the UK. When talking to a local, you'll hear a mix of English and Irish. With the waves of immigration that emerged in Liverpool, you might feel the urge to copy the accent when talking to a local. The locals get offended and may roll their eyes, so it is better to avoid this common pitfall.
28 | January 2024
Unlocking Growth: A Deep Dive into
Marketing Development Funds (MDF) In the dynamic realm of business, companies are constantly seeking strategies to propel their growth and expand their market presence. One powerful tool in the marketing arsenal is Marketing Development Funds (MDF). In this comprehensive exploration, we will unravel the intricacies of MDF, understand its significance, and outline effective ways to leverage this resource for sustainable business development. Understanding Marketing Development Funds (MDF): Marketing Development Funds, often abbreviated as MDF, are financial resources allocated by manufacturers or vendors to their channel partners, typically resellers, distributors, or retailers. These funds are intended to support the marketing and promotional activities of the partners, fostering collaborative efforts to drive product awareness, demand generation, and overall brand visibility. The primary goal of MDF is to create a mutually beneficial relationship between manufacturers and their channel partners. Manufacturers contribute funds, and in return, channel partners utilize these resources to execute marketing campaigns that boost sales, enhance brand visibility, and strengthen the overall market presence of the products or services. Key Components of Marketing Development Funds: Financial Allocation: Manufacturers allocate a specific budget or percentage of sales to Marketing Development Funds (MDF). This financial commitment forms the foundation of the partnership and is a critical factor in determining the scale and impact of the marketing initiatives. Eligible Activities: MDF can be utilized for a wide range of marketing activities. Common examples include advertising, trade shows, events, content creation, digital marketing, cobranded collateral, and promotional campaigns. The activities eligible for Marketing Development Funds (MDF) support are typically outlined in a clear agreement between the manufacturer and the channel partner.
30 | January 2024
Approval Process: Before initiating marketing activities, channel partners often need to submit proposals outlining their plans and how the allocated MDF will be utilized. Approval processes ensure alignment with the overall brand strategy and objectives. Clear communication and collaboration between manufacturers and partners are essential for a streamlined approval process. Measurable Metrics: Manufacturers often set specific metrics or Key Performance Indicators (KPIs) to measure the success of MDF-supported activities. Metrics may include increased sales, lead generation, brand visibility, or other quantifiable outcomes. Establishing measurable goals allows both parties to assess the effectiveness of the marketing initiatives. Co-Op Advertising: Co-operative advertising is a common mechanism within MDF programs. In co-op advertising, both the manufacturer and the channel partner contribute to the cost of an advertisement, maximizing the impact of the campaign. This collaborative approach strengthens the partnership and aligns the interests of both parties.
Benefits of Marketing Development Funds: Market Expansion: Marketing Development Funds (MDF) empowers channel partners to extend their reach and enter new markets. By providing financial support for marketing activities, manufacturers enable partners to explore and capture diverse customer segments. Brand Visibility: Collaborative marketing initiatives funded by MDF contribute to increased brand visibility. Co-branded campaigns and promotions help reinforce the brand identity, creating a stronger presence in the minds of consumers. Sales Growth: The ultimate goal of MDF is to drive sales. By investing in targeted marketing activities, channel partners can generate leads, attract customers, and ultimately increase sales revenue. Manufacturers benefit from the expanded sales network and market share. Relationship Building: MDF programs foster stronger relationships between manufacturers and channel partners. The collaborative nature of planning and executing marketing campaigns encourages open communication, shared goals, and a sense of partnership. Competitive Advantage: Companies that effectively utilize MDF gain a competitive advantage in the marketplace. Strategic marketing initiatives supported by MDF can differentiate products and services, positioning them favorably against competitors. Effective Utilization of Marketing Development Funds: Strategic Planning: Develop a comprehensive marketing strategy aligned with the overall goals of the manufacturer and the channel partner. Identify target audiences, key messages, and desired outcomes. A well-defined strategy serves as the foundation for successful MDF utilization. Clear Communication: Establish clear communication channels between manufacturers and channel partners. Clearly articulate the objectives, guidelines, and expectations associated with MDF programs. Regular communication ensures that both parties are aligned and committed to the success of marketing initiatives. Customized Campaigns: Tailor marketing campaigns to suit the unique characteristics of the target market. Consider local nuances, preferences, and trends to create campaigns that resonate with the audience. Customization enhances the effectiveness of Marketing Development Funds (MDF) -supported activities.
Digital Transformation: Embrace digital marketing channels to maximize the impact of MDF initiatives. Leverage social media, online advertising, content marketing, and other digital platforms to reach a broader audience and engage with customers in a cost-effective manner. Measurable Metrics: Define clear and measurable metrics to evaluate the success of marketing campaigns. Track key performance indicators related to sales growth, lead generation, brand awareness, and customer engagement. Regularly analyze the results to optimize future MDF utilization. Compliance and Reporting: Adhere to compliance requirements outlined by manufacturers when utilizing MDF. Maintain accurate records of expenses, activities, and outcomes. Timely reporting ensures transparency and strengthens the trust between manufacturers and channel partners. Challenges and Considerations: Budget Constraints: Channel partners may face budget constraints, limiting their ability to fully capitalize on MDF opportunities. Manufacturers should consider providing guidance on cost-effective strategies and prioritize support for partners with limited resources. Alignment of Goals: Manufacturers and channel partners must align their goals and expectations. Misalignment can lead to ineffective use of MDF and potential strain on the partnership. Clear communication and a shared understanding of objectives are crucial. Adaptability: The business landscape is dynamic, and marketing strategies must adapt to changing market conditions. Both manufacturers and channel partners should remain agile, adjusting their approaches based on market trends and customer preferences. Legal and Regulatory Compliance: MDF programs must adhere to legal and regulatory requirements. Ensure that marketing activities comply with relevant laws and industry standards to avoid legal complications. Conclusion: Marketing Development Funds represent a powerful catalyst for collaborative success in the business ecosystem. When harnessed effectively, MDF programs create a symbiotic relationship between manufacturers and channel partners, driving sales growth, enhancing brand visibility, and fostering long-term partnerships. As businesses navigate the competitive landscape, MDF emerges as a strategic tool to unlock new markets, differentiate products, and gain a competitive edge.
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Which drink do you prefer with pizza and burgers, Pepsi or Coca-Cola? It is a usual thing to find Coca-Cola bottles in nearby grocery shops. If you enjoy watching sports, then it is obvious to notice Coca-Cola ads. Have you ever thought about how this brand became so huge and grew as one of your household names? In this article, you will read about the successful journey of one of the world’s leading beverage brands, Coca-Cola.
without making efforts to run many independent bottling facilities. Learning from Mistakes The brand’s products have undergone some transformations driven by necessity. Some of them were supposed to reduce product costs and increase market share. •
Alternative to Morphine John Pemberton, who was injured during the American Civil War, is considered to be the man behind the brand. Pemberton, who had a medical degree, was also addicted to morphine and wanted to find some alternative to it. Soon in 1885, he registered Pemberton’s French Wine Coca as a nerve tonic. It was inspired by FrenchCorsican Wine Coca. The Kola Coca, a Spanish drink, was represented in a contest at Philadelphia in 1885, exactly one year before the discovery of Coca-Cola. In 1888, there were three versions of Coca-Cola in the market. Later in 1953, the company purchased the rights to this Spanish drink. The brand wanted to be recognized by its original name rather than ‘Coke’. Moreover, it wished not to get confused with other non-healthy drinks. In 1894, the first bottling of the drink was started at Vicksburg, Mississippi, whose proprietor was Joseph A. Biedenharn.
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The Coca-Cola System The wide acknowledgment and spread of the brand Coca-Cola were given credit to its unique franchise distribution system known as ‘The Coca-Cola System’. The system has been operating since 1889, and the brand generates concentrated syrup which is depleted into a variety of bottles around the world. This strategy helped the company maintain control over the secret recipe of the brand
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Removal of Cocaine: During the 19th century when opium and caffeine were perfectly legal in the market, Coca-Cola used to contain small quantities of cocaine in it. Due to public pressure, it took gradual steps to eliminate sources of cocaine from its products. New Coke: Despite its massive success, Coca-Cola decided to change the formula of its product in response to the huge popularity of its biggest competitor, Pepsi. Soon, ‘New Coke’ was launched in the market when the company anticipated that people would prefer the sweeter taste of Pepsi. The product was a massive failure since the company underestimated the customer bond with its original product. Within 79 days, the company had to revert to its original product. Zero Sugar: The company vowed to stick to its original product but change its recipe and packaging due to its zero sugar version. It was an optimization of flavors and existing ingredients. Sweetener changed to high fructose corn syrup: Due to the high production of sugarcane, its prices dropped significantly. To reduce production costs, the company replaced sweeteners with high fructose syrups. Recipe and flavor variations: The company introduced new flavors in addition to its classic CocaCola. Due to high caffeine and sugar content, some people avoided using classic Coca-Cola and preferred another product like Sprite, Maaza, etc.
Potential Growth The company has drafted a plan to execute in the upcoming years to spur additional growth. It will guide the company in reshifting its efforts towards more efficient actions. The plan includes: •
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Focus on developing markets: The world’s major population is concentrated in the developing market, and Coca-Cola found a golden opportunity to shift its marketing there. It made brand diversification and created a strong foothold globally. Brand portfolio optimization: The company has consolidated other products to balance its portfolio. It will be easier to focus on particular brands and spread across the world. Brand building: With the help of resource allocation, the company delivers world-class targeted marketing. Innovation: Coca-Cola wants to attract new customers to drink its beverages, hence its goal is to increase the frequency. The company brings more trial products and projects to raise innovation. Revenue Growth Management: The company is planning to place focus on areas with potential growth with the help of data and digital tools. It will help to target specific consumers and address appropriate product lines. Digital Transformation: Coca-Cola is undergoing a digital transformation to operate the organization more productively. It is leveraging data-driven decisionmaking.
Coca-Cola: A Household Name The company’s success has been mostly driven by its innovative ways of advertising and marketing campaigns. It was the 6th most powerful brand in 2020. Its advertising budget increased
Case Study
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The exclusive thing about Coca-Cola was that from the beginning, it tried to bring human connection through its ads. The company emphasizes making people feel their identity is associated with the product. Its celebrity endorsements have targeted a vast group of customers. Its endorsements included Ray Charles, Aretha Franklin, Magic Johnson, and Elvis Presley. It made the company an outstanding part of local culture which has skillfully attached the country’s history, music, movies, etc., and Coca-Cola became a household name. Inevitable Part of the Food and Beverage Industry Coca-Cola is popular for its key products Diet Coke and Coca-Cola. It owns 500 different individual brands worldwide. Along with owning these brands, the company successfully built strategic partnerships that helped it to grow exponentially. The list of successful partners includes McDonald’s, Subway, Domino’s Pizza, Burger King, etc. Furthermore, it has made partnerships with numerous venues around the world like stadiums, movie theaters, concert halls, etc. The company has been part of sponsorship programs for the Olympic Games.
concerns leading to type 2 diabetes and obesity. According to WHO, an adult should consume only 6 tsp of sugar every day; however, 1.5 cups of Coca-Cola contain twice the sugar. Due to this, the company has received a lot of criticism and negative attention. It has been recognized globally as the single producer of plastic waste. Without a plastic disposal strategy, most of its plastic goes into the ocean and creates environmental disasters. The company started redesigning its bottle to use fewer plastics to reduce the amount of plastic used during the production process. Recently, it introduced a ‘Plant Bottle’ made from plant-based materials. Social Media Powerhouse Coca-Cola has millions of followers across the world, making it a social media powerhouse. The company leverages the social media platform to create awareness about the brand and strengthen personalized relationships with customers. In 2018, it committed to becoming the most optimistic brand on social media. Consumers appreciated this approach and embraced the transformation. While having a powerful marketing team, it leveraged its millions of followers to create content on its behalf. By using creative hashtags (for example, the #shareacoke campaign) for the brand, it encouraged customers to post CocaCola-themed posts. Its social media performance is as follows: •
Largest Producer of Plastic The brand has been part of serious controversies and faced major criticism despite being one of the most successful brands in the world. Being a sugary drink, there were a few health
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The company’s website is ranked 10th among the “Food & Beverages Category” and receives 1.8 million daily visitors. 8% of the total traffic comes from YouTube, which features promotional videos on the channel.
Coca-Cola
tenfold in the last five years. This is how the company tries to maintain pressure on its competitors. Today, it is making ten percent of its total revenue on advertising and marketing. It includes approximately $4 billion on social media promotions, commercials, sponsorships, and print advertisements. In 1894, the first outdoor wall advertisement to promote the drink was painted in Cartersville, Georgia.
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Case Study
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The LinkedIn account has 6 million followers and regularly posts company updates for the business community. There are 3.3 million followers on its Twitter account, which consists of 300,000 tweets. The Instagram account boasts 2.8 million followers and promotes short stories about the brand. With a staggering 105 million followers, the Facebook account ranks as the 5th most followed account on the social media platform.
Key Takeaways: Here are some key takeaways from the case study of Coca-Cola: •
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The company’s long-term strategic plan includes focusing on developing countries to leverage their population and their needs. Consumer beverages have huge growth potential, which may revamp their operational network. Its advertising approach addressed human connections to bring more innovation and creativity to the world of advertising. Despite being criticized for having negative impacts on health and the environment, Coca-Cola continues to grow into the world’s number-one brand in the beverage category. The secret of its success lies in cracking strategic partnerships with successful brands and expanding its business all over the world. Within a few times, Coca-Cola was identified as an American icon by inserting its products into movies and television services. It became part of local culture and grew as a household name.
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THE TECH REVOLUTION IN
NLINE PLANT IDENTIFICATION I
magine you're on a nature hike, and you stumble upon a unique plant. You want to learn more about it, but you're not a botanist. In the past, this might have been a puzzling situation, but today, technology has come to the rescue. Totally plant identifier app have become a reality, thanks to advancements in tech. In this article, we'll explore the world of plant identification and how technology is revolutionizing the way we connect with nature. The Challenge of Plant Identification Plant identification is no simple feat. With over 390,000 different species of vascular plants on Earth, even seasoned botanists can face challenges when identifying plants. Traditional methods involve leafing through field guides, comparing physical characteristics, and consulting experts, which can be time-consuming and, for amateurs, a daunting task. In the digital age, plant identification online has been revolutionized by technology in various ways, making it more accessible, user-friendly, and efficient. Here are some key options how users can identify the plant via application: •
Online Databases: Numerous online databases are dedicated to cataloging plant species. These databases provide an extensive collection of plant images, detailed descriptions, and characteristics, making it easier for enthusiasts to identify plants. Websites like “Flora of North America” and “Plants of the World Online” are valuable resources for identifying plants from around the world.
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Mobile Apps for Identification: Mobile applications have emerged as one of the most convenient tools for plant recognition. Apps like “PLNT,” “PlantNet,” and “iNaturalist” allow users to capture photos of plants and receive real-time identification results. These apps often utilize machine learning and artificial intelligence to provide accurate identifications. AI-Powered Identification apps: Machine learning and artificial intelligence have taken identification to new heights. By training algorithms with extensive datasets of plant images, AI models can quickly and accurately identify plant species based on user-submitted photos. This approach is especially useful for amateurs who may not have indepth botanical knowledge. Citizen Science Projects: Citizen science platforms, like iNaturalist and Project Noah, engage the public in documenting and sharing their plant observations. Users can contribute to a global database, and their submissions often undergo verification through AI and expert contributors. Global Accessibility: Plant identification online tools and databases have global reach, making them invaluable for travelers and botany enthusiasts. Whether you're in the heart of the Amazon rainforest or your own backyard, you can identify plants with just a smartphone or an internet connection.
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AppsPLNT: PLNT is a popular app that utilizes AI to identify thousands of plant species. Users can simply take a photo of a plant, and the app quickly provides information on the plant's common
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and scientific names, as well as other interesting details. The extensive database of it covers a wide range of plants from around the world. •
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PlantNet: PlantNet is a userfriendly app that encourages citizen science by allowing users to submit photos and contribute to a vast database of plant images. With the help of machine learning algorithms, PlantNet identifies plants based on leaf shape, flowers, and fruits. It's an excellent choice for plant enthusiasts who want to actively participate in plant identification efforts. iNaturalist: iNaturalist is a global citizen science platform that covers a wide range of species, including plants, animals, and fungi. Users can record their observations, connect with experts, and contribute to scientific research. The app combines crowdsourcing and AI to assist in plant identification and further scientific knowledge. PictureThis: PictureThis is a plant identification app that boasts an extensive database of over 1,000,000 plant species. Users can take a photo of a plant or upload an image from their gallery, and the app provides detailed information about the plant's taxonomy, care, and characteristics. It's a valuable tool for both beginners and seasoned gardeners. Seek by iNaturalist: Seek is a kidfriendly app developed by iNaturalist, designed to engage younger users in the wonders of nature. It gamifies the identification process by awarding badges and achievements for different observations. With its user-friendly interface and educational approach, Seek is an excellent choice for family outings and educational purpose
Challenges and Limitations While technology has certainly made plant identification more accessible, it's not without its challenges and limitations: •
Accuracy: The accuracy of identification depends on the quality of data and algorithms used. Machine learning models can occasionally misidentify plants, especially if the images are of poor quality or the species are rare or understudied.
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Cost: While many identification apps and databases are free, some may require a subscription or purchase. This cost can be a deterrent for some users.
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Connectivity: Reliable internet access is crucial for using online tools. In remote areas or during outdoor excursions, where connectivity can be limited, these tools may not be as effective.
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Complement, Not Replace: Technology should not replace the valuable knowledge and expertise of seasoned botanists and ecologists. Instead, these digital tools should complement and enhance our understanding of the natural world.
As technology continues to advance, we can expect even more precise and user-friendly plant solutions to emerge. These developments will empower individuals to explore the wonders of the plant kingdom, foster a deeper appreciation for nature's diversity, and contribute to the protection of our natural environment. Online plant identification applications is not just a technological advancement. It's a bridge between the digital and natural realms, connecting us to the botanical bounty that surrounds us.
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