Brand Planning Process

Overview of Brand Planning Process
Consistent process across categories & geographies provides

more disciplined decision making and time to spend on content
"How To Conduct the Brand Planning Process"
Analyze
Analyze current
current
situation
situation
Identify
Identify and
and
prioritize
prioritize issues
issues
&
& opportunities
opportunities
Develop
Develop
Objectives,
Objectives,
Strategies
Strategies &
Tactics
Tactics
Identify
Identify gaps
gaps vs.
vs.
category
category plan
Generate
Generate
Consumer
Consumer
Communication
Communication
Plan
Plan
Formalize
Formalize &
& Gain
Gain
Approval
Approval on
on
Brand
Brand Plan
Plan
Aggregate
Aggregate brand
brand
consumer
consumer comm
comm
plans
plans into
into aa
consumer
consumer comm
comm
summary
summary at
at
category
category level
level
The "How To" provides:

A process, definitions, "who does what", check points, Marketing and Sales
involvement, estimated timing
Outputs:
Approved Brand Plan, approved Consumer Communication Plan, PFME budget
When:
A Brand Manager will refer to the process on an annual basis (planning cycle) and/or
on an ad-hoc basis (e.g. quarterly review)
How To Conduct Brand Planning process
Benefits
Speed:
Planning process clearly defined so that every one knows each step from beginning to
end including final outputs
Efficiency:
More time to spend on the content of the plan (e.g. creative thinking) vs. the process of
how to plan
Brand Plan format & content standardized so its easy to find information (facts/figures)
but process provides flexibility to use additional tools to provide added value content
Consistent process across categories & geographies facilitates knowledge transfer
Improved, more disciplined decision making:
Facilitates organized thinking ensuring strategic thinking as well as top down alignment
Clarity of each step - required brand planning elements clearly described
Archived information for planning, executing and historical purposes:

Ability to see Marketing & Sales activities across the Commercial Function will enable
better integration
Previous & current plans archived in system for easy retrieval
How To Conduct Brand Planning process
Today's situation in Nestl
Brand Planning processes exist in many markets but:

not all markets
not always applied
there are significant differences in the steps and their flow
Outputs of each stage of the process are not always clear or coherent
Inputs developed prior to the Brand Planning Process
(Process 3.4 "Develop brand plans & aggregate to consumer communication summary")
KEY INPUTS
Review of Brand Vision occurs here

(interaction with CIG 3.1, BE 3.3, I/R 3.5)
Brand vision
SBU / MBS / Last Brand Plan
Brand role in category
& portfolio
3.2 Category plan
Draft brand objectives &
projections *
2.2 Align S&M objectives
Brand values & positioning
3.3 Brand equity
Category Plan is created here including Product portfolio

analysis/ optimization and brand prioritization decisions
Commercial objectives and high level targets are

determined here based on Category Plan (sales &
marketing alignment)
Review of all Brand Values, Equity and Positioning
occurs here
* Projections at this stage are high level, top down figures

concerning volume, spending, investment, etc
Overview of Brand Planning Process

(Process 3.4 "Develop brand plans & aggregate to consumer communication summary")
KEY INPUTS
Brand
Brand vision
vision
SBU
SBU // MBS
MBS / Last Brand Plan
Brand
Brand role
role in
in category
category &
& portfolio
portfolio
3.2
Category
plan
3.2 Category plan
Draft
Draft brand
brand objectives
objectives &
& projections
projections
2.2
2.2 Align
Align S&M
S&M objectives
objectives
Brand
Brand values
values &
& positioning
positioning
3.3
Brand
3.3 Brand equity
equity
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Review of Brand Vision occurs here (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Category Plan is created here including Product portfolio analysis/ optimization
and brand prioritization decisions (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Commercial objectives and high level targets are determined here
based on Category Plan (sales & marketing alignment)
Review of all Brand Values, Equity and Positioning occurs here
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Communication Activity
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)
VOST = Vision, Objectives, Strategies, Tactics
Other inputs into the process: Business Drivers, Overall Brand Strategy, etc.
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
communication
consumer communication activities
activities
2.4
2.4 Evaluate performance vs. plan
and
and take corrective action
Who may participate in the Brand Planning Process?

Marketing lead with cross functional participation
including sales, finance, market research,
ensure supply, manufacturing, external
partners, etc
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
3.6 Execute & evaluate/review
3.6 Execute & evaluate/review

* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc) consumer
communication
consumer
communication activities
activities
2.4
and
When does Senior Management approval occur

during the Brand Planning Process?
Approval may be sought at the end of
Phase 2 & 3 depending on market needs
Approval
recommended
Approval
required
Marketing and Sales
align Consumer &
Trade Activities
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc) consumer
consumer communication
communication activities
activities
2.4
and
Stakeholders involved in the Brand Planning Process

(ARCI Chart)
Category Plan
High level Brand Targets
2
Analyze
current
situation
Phase 5:
A = Marketing
R = Marketing, Agency Partners
C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch
Marketing = Brand Manager

Marketing Approval = Sr. Marketing
Key Inputs
Identify and
prioritize
issues &
opportunities
Phase 1-2:
A = Marketing
R = Marketing, Sales
C = Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
no
4
Develop
Objectives,
Strategies &
Tactics
Identify
gaps vs.
category
plan
Phase 3:
A = Marketing
R = Marketing
C = Sales, Finance, Demand Planning,
Agree draft
Brand plans,
projections &
common direction
5
Generate
Consumer
Communication
Plan
yes
Phase 4:
A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
no
Agree Brand
Cons Comm Activities,
& Trade Activities
no
yes
7
Monitor & make
adjustments to
plan as
necessary
Execute Plan
including all
Cons & Trade
Activities
A = accountable
R = responsible
C = consulted
I = informed
Communicate
Brand Plan
yes
Ensure cross
category alignment
within market
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
6
yes
Phase 7:
A = Marketing
I = Finance, Demand Planning,
Agree Final
Brand plans &
projections
no
Formalize &
Gain
Approval on
Brand Plan
Phase 6:
A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
Stakeholders involved in each specific step (Level 4)

within each Phase during the Brand Planning Process
Phase 1 all 3 steps:
A = Marketing
C = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
A = Marketing
C = Finance, Demand
A = Marketing
R = Marketing
C = Sales, Finance,
Demand Planning,
Manf, Mrkt Rsrch,
Agency Partners
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
A = accountable
R = responsible
C = consulted
I = informed
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Phase 4 all 3 steps: Phase 5 all 8 steps:
Phase 6 all 3 steps: Phase 7 all 3 steps:
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
A = Marketing
R = Marketing, Agency
Partners
C = Sales, Finance,
Demand Planning, Manf,
Mrkt Rsrch
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
A = Marketing
I = Finance, Demand
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)
Marketing = Brand Manager

Marketing Approval = Sr. Marketing
Estimated Timing to Conduct Each Phase

of the Brand Planning Process*
"Estimated" total timing to conduct Brand Planning Process from
beginning to end is approximately 10 -14 weeks (this will vary based on
market conditions)
Analyze current
situation
3.4.1
Identify and
prioritize issues
& opportunities
3.4.2
Develop
Objectives,
Strategies &
Tactics
3.4.3
Identify gaps vs.

category plan
3.4.4
Generate
Consumer
Communication
Plan
3.4.5
Formalize &
Gain Approval
on Brand Plan
3.4.6
System
supporte
d
2-3 weeks
1-2 weeks
1-2 weeks
2 weeks
2 weeks
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
3.4.7
System
supporte
d
1-2 weeks
* Brand Planning Process conducted by cross functional team lead by Marketing
1 week
Brand Planning Process Phases with Outputs

Phase 1
Phase 2
Phase 3
Phase 4
Key Questions:
Where are you
today, what do
you know and
what do you
need to know?
Analyze
current
situation
Where do
you
need to
focus?
Identify and
prioritize
issues &
opportunities
Where do you
want to go
and how are
you going to get
there next year?
Develop
Objectives,
Strategies &
Tactics
Sense check
Identify
gaps vs.
category
plan
Phase 5
Phase 6
Phase 7
How will you

spend your
PFME effectively
next year and
how will you
measure
Document &
performance? Gain Approval
Generate
Consumer
Communication
Plan
Formalize &
Gain
Approval on
Brand Plan
Aggregate brand
consumer
communication
plans into a
consumer
communication
summary at
category level
Outputs
State of Business Key I&O's

Key Learning's
Big ideas
Brand Objectives, Agreed Brand: Selected Consumer Brand Plan

Strats & Tactics
Key Brand
Initiatives
Cons Comm
Comm Activities
Summary at
Document
Brand Cons
Approved
Category level
Comm Plan (CCP)
Brand Plan
Selected KPI's/PPI's including Cons
& Tactics
- Key Initiatives & Targets for Cons
Comm Plan (CCP)
Cons Campaign
Comm Activities
& Activity Summary
- Key I&O's
- Objs, Strats
Other Commercial Planning processes conducted in

parallel with the Brand Planning process
Key Questions:
Where are you
today, what do
you know and
what do you need
to know?
Marketing
Alignment
on
Category
Objectives
(including
high level
targets)
Analyze
current
situation
Where do you
need to
focus?
Identify and
prioritize
issues &
opportunities
Where do you
want to go
and how are
you going to get
there next year?
Develop
Objectives,
Strategies &
Tactics
Sense check
Identify gaps
vs. category
plan
(including bottom-up forecasting)
(including by pack/F-group forecasting)
Financial Planning
(including P&L forecasting)
Manufacturing Planning
(including CAPEX forecasting)
Generate
Consumer
Communication
Plan
Document &
Gain Approval
Formalize &
Gain
Approval on
Brand Plan
Construction of
Specific Planning
Customer Plans
Sales Planning
Demand & Supply Planning
How will you spend

your PFME
effectively next year
and how will you
measure
performance?
Identify gaps
vs. category
plan
(all cross
functional
areas meet to
review
commercial
plan
development
to date)
Volume & CCS;

Specific Planning
Customer Plans
DS Planning
continued
Financial
Planning
(Final P&L)
Mnfct
Planning
continued
Aggregate brand
consumer
communication
plans into a
consumer
communication
summary at
category level
Gain
Approval
on Final
Plan
Agreed
Commercial Plan
in line with
Category
Objectives
Brand Planning and Sales Planning process

touch points during Commercial Planning
Marketing
Analyze
current
situation
3.4.1
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
3.4.2
Identify gaps
vs. category
plan
3.4.3
Generate
Consumer
Communicat
ion Plan
3.4.4
Aggregate
brand consumer
communication
plans into a
consumer
communication
summary at
category level
Formalize &
Gain
Approval on
Brand Plan
3.4.5
3.4.6
3.4.7
System
supporte
d
System
supporte
d
Alignment
on
Category
Objectives
(including
high level
targets)
Analyze
current
situation
from
Sales
Perspective
4.1.1
Identify
and
assess
issues
and
opportunities
4.1.2
Convert
category/
brand
plans into
channel
plans
4.1.3
Prepare to
create
planningcustomer
plan
4.1.4
Sales
= Inputs/Outputs provided to drive process
Create
planningcustomer
plan
4.1.5
Compare
plans
against
targets
and
address
GAPs
4.1.6
Develop
sales
operations
plan
4.1.7
Agreed
Commercial Plan
in line with
Category
Objectives
Communic
ate
planningcustomer
plan and
gain
agreement
4.1.8
3.4.7
System
supported
* User interface with SAP-CRM system
Critical Commercial Planning completion points

for Generating Demand (Sales & Marketing)
Two universal points impacting the Brand & Sales planning processes will help to
define when both processes need to begin and end (exact timing should be determined
on a market by market basis):
1 - Customer presentation of Planning Customer Plans & Consumer Comm Activity Plans
2 - Reporting of agreed upon Commercial Plan by Market Manangement to Vevey
Commercia
l Planning
Category
Plan
Alignment
on
Category
Objectives
Marketing
MBS
1
Brand
Planning
Process
Output:
Brand Plans &
Consumer
Communication
Summary
Customer
Presentations
(including
high level
targets)
Sales
Sales
Planning
Process
Output:
Volume & CCS
Specific
Planning
Customer Plans
Agreed
Commercial Plan
in line with
Category
Objectives
What happens in each Brand Planning Process Phase

Phase 1
Not system- supported
Situation analysis including business review,

conversion of data/information into understanding/insight
and summarizing findings into Key Learning's occurs here.
(interaction with CIG 3.1)
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Analyze Current Situation" used here
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 1
Output(s): State of Business & Key Learning's

Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Analyze Current Situation" used here
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 2
Identifying, quantifying and prioritizing

Key Issues and Key Opportunities and
identifying Big Ideas occur here.
(interaction with CIG 3.1 and I/R 3.5)
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Identify Issues & Opportunities" used here
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 2
Output(s): Key Issues & Opportunities and Big Ideas

Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Identify Issues & Opportunities" used here
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 3
Review/refine Brand Vision & Targets and the development of Brand objectives, strategies
& tactics occurs here. Tactics can include both non consumer facing (e.g. reduce COGs, conduct research,
etc) and consumer facing tactics (e.g. increase trade asset placement, advertise).
Key Brand Initiatives are also summarzed here. Brand Initiatives are tactics grouped by bigger themes.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
"How To review/refine Vision and develop Objs, Strats & Tactics" used here

Phase 3
Output(s): Brand Objectives, Strategies & Tactics and

Key Brand Initiatives
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
"How To review/refine Vision and develop Objs, Strats & Tactics" used here

Phase 4
Formal review of Brand plans to date (e.g. issues/opps, objectives, strategies, tactics
and projections) with all relevant parties occurs here (e.g. sales, ensure supply,
finance, etc)
For Purposes of this process "Gaps vs. Category Plan"covers the way a Brand Plan is integrated
with the Category Plan and other Brand, Channel and Customer Plans during Commercial
Planning.
(interaction with Category Plan 3.2 and Sales Plan 4.1)
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 4
Output(s): Agreed upon plan elements to date

Stakeholders involved: Marketing, Sales, Finance,
Market Research, Demand Planning, Manufacturing, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 5
System- supported
For all consumer facing tactics the Consumer Communication Plan is created here.
The Consumer Communication Plan is the calendarized version of when each consumer
communication activity will take place during a specific time period (e.g. month, quarter, year, etc).
Alignment of the "Consumer Communication and Trade Activity Plans" has to be sought here before
moving forward with Formal Approval of plans. (interaction with Sales Plan 4.1)
KPI/PPI selection for Cons Comm Activities and preliminary target setting also occurs here
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
"How To Select Consumer Communication Activities in line with Objectives"

"How To Select KPI's/PPI's for Consumer Communication Activities" used here

Phase 5
System- supported
Output(s): Consumer Communication Plan, Consumer Campaign & Activity

Summary, Selected KPI's/PPI's for Cons Comm Activities and preliminary targets
Demand Planning, Agency Partners, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
"How To Select Consumer Communication Activities in line with Objectives"

"How To Select KPI's/PPI's for Consumer Communication Activities" used here

Phase 6
Proposed Brand Plan is documented (including projections and

consumer communication plan) and Final Approval is sought here.
Relevant changes are made based on comments/approvals and plan is
archived. (interaction with Sales Plan 4.1 and Category Plan 3.2)
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
"How To Write a Brand Plan Document" used here
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 6
Output(s): Approved Brand Plan (including Consumer Comm. Plan)

Stakeholders involved: General Management, Marketing, Sales,
Finance, Market Research, Demand Planning, Manufacturing,
Agency Partners, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
"How To Write a Brand Plan Document" used here
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties

Phase 7
System- supported
All Final Brand Consumer Communication Plans (CCP) are aggregated here
to create a Consumer Communication Summary at Category Level.
The Consumer Communication Summary will be reviewed against the completed
trade activity summary in order to ensure that the requirements of the Category
Plan have been met. (interaction with Sales Plan 4.1 and Category Plan 3.2)
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
communication
activities
2.4
and

Phase 7
System- supported
Output(s): Agreed upon Consumer Communication Summary at Category level

Stakeholders involved: Marketing, Sales, Finance, Demand Planning, Market Research,
Agency Partners, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues &
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
&
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
communication
activities
2.4
and
Execution of Consumer Communication Activities

Occurs here System- supported
Final Cons Comm Campaign and Activity
KPI/ PPI & target assignment and approval occurs and
Consumer Communication Campaigns & Activities
are Executed, Tracked and Evaluated here.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
communication
activities
2.4
and
Execution of Consumer Communication Activities

Occurs here System- supported
Output(s): Executed & Evaluated Consumer Comm. Activities
Stakeholders involved: Marketing, Sales, Market Research,
Finance, Demand Planning, Agency Partners, etc.
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Summarize
Summarize State
State
of
of the
the Business
Business
Identify
Identify issues
issues &
&
opportunities
opportunities (e.g.
(e.g.
via
via SWOT)
SWOT)
Review/
Review/ refine
refine
Brand
Brand Vision &
Targets
(if
Targets
(if
needed)
needed)
Facilitate
Facilitate Key
Learning's
Learning's
Quantify
Quantify issues
issues &
opportunities
opportunities
Summarize
Summarize Key
Key
Learning's
Learning's
Prioritize
Prioritize
Key
Key issues
issues &
&
Key
Key opportunities
opportunities
Identify
Identify Big
Big Ideas
Ideas
Develop
Develop Brand
Brand
Objectives,
Objectives,
Strategies
Strategies &
&
Tactics
Tactics
Summarize
Summarize Key
Key
Brand
Brand Initiatives
Initiatives
Identify gaps vs.

category plan
Revise
Revise
projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with
draft
draft numbers
numbers in
in
category
category plan
plan
Check
Check fit
fit and
and
priority
priority of
of Objs,
Strategies
Strategies &
&
Tactics
Tactics against
category
category plan
plan
Generate
Consumer
Communication
Plan
Retrieve
Retrieve Relevant
Relevant
Information
Information
Identify
Identify Campaigns
Campaigns and
and
Consumer
Consumer Activities
Activities
Objectives
Objectives
Identify
Identify Consumer
Consumer
Communication
Activity
Groupings
Groupings and
and Types
Types
Create
Create Campaigns
Campaigns and
and
Related
Related Consumer
Consumer
Activities
Activities
Perform
Perform feasibility
feasibility check
check
Construct
Construct Consumer
Consumer
Communication
Communication Plan
Plan
Perform
Perform cross
cross checks
checks
within
within Category
Category
Perform
Perform cross
cross checks
checks
across
across Categories
Categories
Formalize & Gain

Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
Confirm
Confirm
projections
projections*
based
based on
on
Consumer
Consumer
Communication
Communication
Plan
Plan
Aggregate
Aggregate Brand
Brand
Consumer
Consumer Comm.
Comm.
Plans
Plans into
into aa
Consumer
Consumer Comm.
Comm.
Summary
Summary at
at
Category
Category level
level
Formalize
Formalize Brand
Plan
Plan document
Prioritize
Prioritize
Consumer
Consumer Comm.
Comm.
activities
activities across
across
Brand
Brand Plans
Plans at
at
Category
Category level
level
Obtain
Obtain Final
Approval
Approval
Share
Share Approved
Approved
Brand
Brand Plan
Plan with
with
relevant
relevant parties
parties
PROCESS
PROCESS LINKS
LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
communication
activities
2.4
and
Recap of Marketing Best Practices V1.5

Content
Disciplined thinking and focus on key business drivers

ensures solid actionable understanding of current situation
Phase 1
Analyze
current
situation
Key question: Where are you today, what do you

know and what do you need to know?
A guiding process and tools which facilitate choosing relevant
business facts for analysis that enable the generation of
understanding/insight into Key Learning's
Outputs:
"How To
Analyze
Current
Situation"
State of the Business and Key Learning's - used as inputs to Step 2

(Issues and Opps) and summarized in Brand Plan Document
When:
A Brand Manager will refer to the How To when conducting the
Brand Planning Process and/or an ad-hoc basis (e.g. quarterly
review)
Key Issues & Opportunities prioritization facilitates focus on

what most impacts Brand/Business performance
Phase 2
Identify and
prioritize
issues &
opportunities
Key question: Where do you need to focus?

A guiding process and tools which facilitate the disciplined
identification, quantification and prioritization of I&O's and the
indentification of Big Ideas
Outputs:
"How To
Identify
Issues &
Opportu
nities"
Key Issues & Opportunities and Big Ideas - used as inputs to

Step 3 (Objs, Strats & Tactics) and summarized in Brand
Plan Document
When:
A Brand Manager will refer to the How To when conducting

the Brand Planning Process and/or on an ad-hoc basis (e.g.
quarterly review)
Providing guidance on the development of Objectives, Strategies &

Tactics ensures common understanding and top-down alignment
Phase 3
Develop
Objectives,
Strategies
& Tactics
Key question: Where do you want to go and how

are you going to get there next year?
A process, definitions and guidance to develop Objectives,
Strategies and Tactics and provide focus on Key Brand Initiatives
Outputs:
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
Brand Objectives, Strategies & Tactics and Key Brand Initiatives

- used as inputs to Step 5 (selection of Cons Comm Activities)
and summarized in Brand Plan Document
When:
A Brand Manager will refer to the How To when conducting

Brand Planning Process and/or on an ad-hoc basis
(e.g. quarterly review)
the
Sense check
Phase 4
Identify
Identify gaps
gaps vs.
vs.
category
category plan
plan
Revise
Revise projections
projections*
based
based on
on VOST
VOST
Compare
Compare revised
revised
projections*
projections* with
with draft
draft
numbers
numbers in
in category
category plan
plan
Check
Check fit
fit and
and priority
priority of
of
Objs,
Objs, Strategies
Strategies &
&
Tactics
Tactics against
against category
category
plan
plan
Formal review of Brand plans to date with all relevant

parties occurs here (i.e. sales, ensure supply, finance, etc)
Topics covered: State of the Business,
Key Learning's, Key I&O's, Big Ideas,
Brand Objectives, Strategies & Tactics,
Key Brand Initiatives and projections
For Purposes of this process "Gaps vs. Category Plan"
covers the way a Brand Plan is integrated with the
Category and other Brand, Channel and Customer Plans
during Commercial Planning
Disciplined selection of Consumer Activities in line with

Brand Objectives enables the more effective use of PFME
Phase 5a
Generate
Consumer
Communication
Plan
Key question: How will you spend your PFME

effectively next year?
This "How To" provides:
A process and framework (Cons Comm Activity Framework)
which will be embedded into the GLOBE system solution
that provides transparency of PFME budgets and
Consumer Communication Activity timing
"How To Select
Consumer Com
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons
Comm Activities"
System- supported
Outputs:
Selected Consumer Communication Activities and the
Brand Consumer Communication Plan (CCP)
- the CCP will be inserted into the Brand Plan Document
When:
A Brand Manager will use this system-supported process
on an annual basis (planning cycle) and/or on an ad-hoc
basis (e.g. quarterly review)
Assigning KPIs & Targets for Cons Comm Activities enables

the measurement of activity results and their business impact
Phase 5b
Generate
Consumer
Communication
Plan
Key question: How will you spend your PFME

effectively next year and how will you measure
performance?
A process to assign KPI's and targets based on the GLOBE
KPI Framework
"How To Select
Consumer Com
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons
Comm Activities"
System- supported
Outputs:
Selected and Approved KPI's/PPI's and Targets for Consumer
Communication Activities - Summary of Cons Comm
Objectives, Activities, KPI's and Targets will be inserted into
the Brand Plan document
When:
A Brand Manager will use this system-supported process on
an annual basis (planning cycle) and/or on an ad-hoc basis
(e.g. quarterly review)
Disciplined approach to Brand Plan Documentation increases the

ability to transfer knowledge across businesses & geographies
Phase 6
Formalize &
Gain
Approval on
Brand Plan

A flexible format (e.g. level of detail) and guidance to write a
Brand Plan Document
Outputs:
Completed Brand Plan Document including
Brand State of Business, Key Learning's, Key I&O's, Big Ideas,
Objs, Strats and Tactics, PFME Spending Summary, Consumer
Communication Plan (CCP), Summary of Cons Comm
Campaign Objectives, Activities, KPI's and Targets
"How To
Write a
Brand
Plan
Document"
When:
This "How To" is not system supported and is conducted

once per year and/or during a specific planning period
Aggregate and Cross check Brand Consumer

Communication Plans
Phase 7
Aggregate
Aggregate brand
brand consumer
consumer
communication
communication plans
plans into
into
aa consumer
consumer
communication
communication summary
summary
at
at category
category level
level
Aggregate
Aggregate brand
brand
consumer
consumer comm.
comm. plans
plans
into
into aa consumer
consumer comm.
comm.
summary
summary at
at category
category
level
level
Prioritize
Prioritize consumer
consumer
comm.
comm. activities
activities across
across
brand
brand plans
plans at
at category
category
level
level
Share
Share Approved
Approved Brand
Brand
Plan
Plan with
with relevant
relevant parties
parties
System- supported
All Final Brand Consumer Communication Plans

(CCP) are aggregated here to create a Consumer
Communication Summary at Category Level
The Consumer Communication Summary will be
reviewed against the trade activity summary in order
to ensure that the requirements of the Category Plan
have been met
Summary of Brand Planning Process "How To's"

and Related Outputs
System
supported
Not System supported
System
supported
Not System
supported
"How To Conduct the Brand Planning Process"

Analyze current
situation
"How To
Analyze
Current
Situation"
Identify and
prioritize issues
& opportunities
"How To
Identify
Issues &
Opportu
nities"
Develop
Objectives,
Strategies &
Tactics
Identify gaps vs.

category plan
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
Outputs:
State of Business
Key Learning's
Key I&O's
Big ideas
Brand Objectives,
Strats & Tactics,
Key Brand Initiatives
Generate
Consumer
Communication
Plan
Formalize & Gain

Approval on
Brand Plan
"How To Select
Consumer Comm
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for
Cons Comm Activities"
Selected Consumer
Comm Activities
Brand Cons
Comm Plan (CCP)
Selected KPI's/PPI's
& Targets for Cons
Comm Activities
Aggregate Brand
Consumer
Communication Plans
into a Consumer
Communication
Summary at Category
level
"How To
Write a
Brand
Plan
Document"
Brand Plan
Document
Approved Brand Plan
including Cons Comm
Plan (CCP)
Cons Campaign &
Activity Summary
Goal of Applying the Brand Planning process

Full process adopted: all steps respected and completed
with flexibility in application
Likely to be used where there is little or no best practice in-place,
or where a process exists but is not disciplined or documented
High competency, sophisticated markets with significant experience of disciplined brand
planning may want to apply process less strictly provided all outputs are generated
Markets/businesses with strategic quarterly reviews may not want to complete all steps
every time
However, some process steps must be completed as their

outputs are required:
to input data into the GLOBE SAP systems (e.g. spending, volumes,
consumer communication objectives & activities, KPI's/PPI's, etc)
for the Brand Consumer Communication Plans to be rolled up into a
Consumer Communication Summary at a Category Level for relevant hierarchic approval,
stakeholder communication and archiving purposes

Brand Planning Process

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Brand Planning Process

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Overview of Brand Planning Process

Consistent process across categories & geographies provides

The "How To" provides:

How To Conduct Brand Planning process

end including final outputs

Archived information for planning, executing and historical purposes:

How To Conduct Brand Planning process

Today's situation in Nestl

Brand Planning processes exist in many markets but:

Inputs developed prior to the Brand Planning Process

Review of Brand Vision occurs here

Category Plan is created here including Product portfolio

Commercial objectives and high level targets are

* Projections at this stage are high level, top down figures

Overview of Brand Planning Process

Identify gaps vs.

Formalize & Gain

Who may participate in the Brand Planning Process?

Identify gaps vs.

Formalize & Gain

3.6 Execute & evaluate/review

When does Senior Management approval occur

Identify gaps vs.

Formalize & Gain

Stakeholders involved in the Brand Planning Process

Marketing = Brand Manager

Stakeholders involved in each specific step (Level 4)

Phase 2 all 4 steps:

Phase 3 all 3 steps:

Phase 4 all 3 steps: Phase 5 all 8 steps:

Phase 6 all 3 steps: Phase 7 all 3 steps:

Identify gaps vs.

Formalize & Gain

Marketing = Brand Manager

Estimated Timing to Conduct Each Phase

Identify gaps vs.

* Brand Planning Process conducted by cross functional team lead by Marketing

Brand Planning Process Phases with Outputs

How will you

State of Business Key I&O's

Brand Objectives, Agreed Brand: Selected Consumer Brand Plan

Other Commercial Planning processes conducted in

(including bottom-up forecasting)

(including by pack/F-group forecasting)

How will you spend

Volume & CCS;

Brand Planning and Sales Planning process

* User interface with SAP-CRM system

Critical Commercial Planning completion points

What happens in each Brand Planning Process Phase

Not system- supported

Situation analysis including business review,

Identify gaps vs.

"How To Analyze Current Situation" used here

Formalize & Gain

What happens in each Brand Planning Process Phase

Not system- supported

Output(s): State of Business & Key Learning's

Identify gaps vs.

"How To Analyze Current Situation" used here

Formalize & Gain

What happens in each Brand Planning Process Phase

Not system- supported