Marketing Capability Tools


Project details




Managing Global Brands

Marketing Capability Tools: Latin America

As innovation was a key strategic focus for the LatAm region, SABMiller needed to raise their in-market capability for commercialising innovation – planning and executing new product launches that result in sustained success in the marketplace.

Through an extensive study of learnings from past launches, we developed a set of global best practice guidelines for innovation commercialisation and step by step tools which could be used at each stage of launch planning, execution and evaluation.   

“Brand Led Growth developed the tools we needed to enable our people to apply leading edge best practice, which was then converted into a training module for our marketing teams. The result was greater quality of thinking, better preparation, smarter plan and better quality execution.”

Carlos Aray, Innovation Commercialisation Director, SABMiller LatAm


Fáilte Ireland