Professional Documents
Culture Documents
Market Overview
SWOT Analysis
Brand Vision
Strategic Intent and Goals
Portfolio Position
Brand Positioning Statement
Brand Architecture
Business Objectives
Marketing Objectives
SIA (Strategy In Action)
Objective setting and strategy definition
Situational/SWOT
Analysis
Key Issues
Strategic Intent
Business Objectives
Marketing
Objectives
Strategy Definition
Action Planning
THE BRAND PLAN PUT IN CHART WAY
Key Issues
Portfolio Position
Strategic Intent
Communicatio
Communication Innovation Promotion Customer
Pricing
n Plan Plan Plan Plans
Marketing
Activity Plan CCP
Budget
BRAND PLANNING
Sit. Analysis : Where are we?
Market
Competition
Product/Range
Brand Image
Advertising/
Communication
Distribution (on-
premise)
SWOT ANALYSIS (cont) AND KEY ISSUES
Distribution
(off-premise)
Supply Chains
Internal
Organisation
Key issues
L
H M L
Competitive Position
STRATEGIC INTENT
BRAND VISION
GOALS
STRATEGIES
DISTRIBUTION
BRANDING R&D
Business objectives
Strategic Intent
Business Objectives
Volume Sales
Value Sales
Trading Results
Business Objectives
2006
2007AP
Actual
Volume
Gross Profit
EBIT
Trading
Results
Marketing objectives
Strategic Intent
Marketing Objectives
Market Share
Awareness
Marketing Objectives
- Market share from % to %
- Increase consumption frequency
Setting marketing objectives
Consumer Research
Product Price
Promotion Place
Communications plan
Channel development
Promotional activities
Customer plans
Visibility at outlets
SIA COMMUNICATION
Actions
Area
Activity
Actions
Timing
Budget DME
Who
SIA INNOVATION
Actions
Area
Actions
Timing
Budget
Who
SIA PRICING
Actions
Area
Activity
Actions
Timing
Budget
Who
SIA PROMOTION
Actions
Area
Activity
Actions
Timing
Budget
Who
SIA DISTRIBUTION
Actions
Area Areas of focus
Activity
Actions
Timing
Budget
Who
BRAND POSITIONING STATEMENT
Brand name
Brand consumer benefits:
Functional benefits
Emotional benefits
Brand personality
Product/Range description
Major competitor
Target consumer
Reason to believe the benefits
Packaging
Advertising property