Promotion Planning & Development

Training – Sample Material

© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved

Why do we have a Promotion Planning process?
Promotion Planning is important because
Promotion planning can immediately impact sales
We need a standardized process to ensure confidence in
the outcome
Promotions have a big effect on brand quality
We want functional excellence in all of our marketing
Strong analytic and strategic/promotion planning skills
Successful and repeatable processes
Solid resources… no matter
Where you are in the world
What brand you are promoting
We need a process that will help you
Spend more time on strategy
Develop successful promotions that achieve the brand goals
Meet your local market initiatives
Easily access world-class tips and tools
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
2
Why do we have a Promotion Planning process?
The Promotion Planning process is
A best-practice framework for
Identifying, planning, implementing and analyzing promotions
Setting objectives before choosing specific promotions
Using best-practice tips and tools to enhance effectiveness
Addressing local conditions and needs
A process that integrates with the Brand Planning process by
Aligning with the brand equity goals
Clearly linking Promotion Planning to overall Brand Planning
Providing easy-to-use yet powerful promotion analytics

It is also flexible enough to unleash the creativity

of Marketers and Key Account Managers
in developing winning promotions
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
3
What is the Promotion Planning Process?
Promotion Planning Process
Promotion Situation These six core steps are linked
Assessments in an end-to-end process
For each planning year,
Promotion Strategy the six core steps guide you
through outlining a Promotion
Strategy, setting Promotion
Promotion Objectives
Objectives, and formulating a
Promotion Plan
Promotion Plan Formulation
You then evaluate specific
promotions results against
Promotion Objectives/targeted
Promotion Execution
metrics

Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
4
What is the Promotion Planning Process?
Situation assessments
Promotion Situation In the first step, you look at
Assessments Key promotional and other
facts/trends in the market
Promotion Strategy
and try to project them into
the future
The promotional record from the
Promotion Objectives previous year – a
Promotion History
You want to find
Promotion Plan Formulation
How to exploit the changes in the
promotional environment
and
Promotion Execution
How to fill any knowledge or
capability gaps
Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
5
What is the Promotion Planning Process?
Strategy
Promotion Situation In the second step, you
Assessments determine
How the promotion fits into the
Promotion Strategy overall integrated marketing
strategy (advertising and PR)
How well the promotions are
Promotion Objectives linked to marketing objectives for
the brand

Promotion Plan Formulation

The Promotion Strategy defines
the role that promotions play in
Promotion Execution achieving the brand’s overall
marketing objectives
Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
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What is the Promotion Planning Process?
Objectives
Promotion Situation In the third step, you identify
Assessments What you want to achieve
from the promotional activities on
Promotion Strategy
the brand
How the promotions will align
with and reinforce the stated brand
Promotion Objectives equity goals
What the objectives are for all the
promotional activities
Promotion Plan Formulation

Promotion Execution

Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
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What is the Promotion Planning Process?
Plan Formulation
Promotion Situation In the fourth step, you
Assessments Identify the specific promotions
that address the outlined
Promotion Strategy
objectives, including targeted
metrics
Collate the selected promotions
Promotion Objectives into a Promotion Calendar

Promotion Plan Formulation

Promotion Execution

Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
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 What is the Promotion Planning Process?
Execution, analysis and learning
Promotion Situation In the fifth and sixth steps, you
Assessments Have the selected promotions
designed and executed in the
Promotion Strategy
market
Evaluate the promotions against
the targeted metrics set in the
Promotion Objectives Promotion Plan, and share the
learnings
Cycle the learnings back to the
Promotion Plan Formulation planning process for the next
period

Promotion Execution

Promotion Analysis
and Learning
© 2010 EMM Group, Inc. – All Intellectual Property Rights Reserved
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