What is the core philosophy of this marketing skill?

It is based on evidence-based marketing science, primarily the work of the Ehrenberg-Bass Institute and Binet & Field, which emphasizes that brands grow through penetration and availability rather than customer loyalty.

Does this skill support FMCG and Retail sectors?

Yes, it includes specific modules for FMCG, retail, e-commerce, and D2C, covering everything from planogram principles to category management.

What is the 60/40 rule mentioned in the skill?

The 60/40 rule, derived from Binet & Field's research, suggests that B2C brands should allocate roughly 60% of their budget to long-term brand building and 40% to short-term sales activation.

How does it help with brand recognition?

It provides a framework for auditing Distinctive Brand Assets (DBAs) and mapping Category Entry Points (CEPs) to ensure your brand is the first to come to mind in buying situations.

Evidence-Based B2C Marketing Strategy

Name: Evidence-Based B2C Marketing Strategy
Author: iclaudioo

byiclaudioo

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Marketing Automation

Develops data-driven B2C marketing strategies based on proven marketing science principles like Ehrenberg-Bass and Binet & Field.

This skill transforms Claude into an expert B2C Marketing Strategist focused on evidence-based growth rather than traditional marketing myths. It leverages scientific frameworks from the Ehrenberg-Bass Institute and the IPA Databank to prioritize market penetration over loyalty, maximize mental and physical availability, and optimize budget allocation using the 60/40 brand-to-activation rule. It is an essential tool for FMCG, retail, and consumer brand professionals looking to implement rigorous growth levers like Category Entry Points (CEPs), Distinctive Brand Assets (DBAs), and sophisticated shopper marketing tactics.

Key Features

01Maps Category Entry Points (CEPs) to increase brand mental availability.

02Applies Ehrenberg-Bass 'How Brands Grow' principles for market penetration.

03Calculates optimal Binet & Field budget splits (60/40 rule) for brand vs. activation.

04Audits Distinctive Brand Assets (DBAs) for fame and uniqueness.

05Provides shopper marketing insights for in-store and planogram optimization.

060 GitHub stars

Use Cases

01Optimizing retail presence and category management for FMCG products.

02Planning distinctive brand asset audits to improve shelf recognition and mental saliency.

03Developing a long-term growth strategy for a consumer brand focused on increasing penetration.

What are Skills?·How to Install

Install with 🐟 Skill.Fish

npx skillfish add iclaudioo/marketing-science-skills marketing-strategy-b2c

For use in Claude.ai and ChatGPT

Key Features

01Maps Category Entry Points (CEPs) to increase brand mental availability.

02Applies Ehrenberg-Bass 'How Brands Grow' principles for market penetration.

03Calculates optimal Binet & Field budget splits (60/40 rule) for brand vs. activation.

04Audits Distinctive Brand Assets (DBAs) for fame and uniqueness.

05Provides shopper marketing insights for in-store and planogram optimization.

060 GitHub stars

Use Cases

01Optimizing retail presence and category management for FMCG products.

02Planning distinctive brand asset audits to improve shelf recognition and mental saliency.

03Developing a long-term growth strategy for a consumer brand focused on increasing penetration.