Nestle - Zaka

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"

Aggregate
Aggregate brand
brand
Develop
Develop Generate
Generate consumer
Identify
Identify and
and Formalize
Formalize &
& Gain
Gain consumer comm
comm
Analyze
Analyze current
current Objectives,
Objectives, Identify
Identify gaps
gaps vs.
vs. Consumer
Consumer plans
plans into
into aa
prioritize
prioritize issues
issues Approval
Approval on
on
situation
situation Strategies
Strategies & category
category plan Communication
Communication consumer
consumer comm
comm
&
& opportunities
opportunities Brand
Brand Plan
Plan
Tactics Plan
Plan 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 Nestlé
 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 Category Plan is created here including Product portfolio
analysis/ optimization and brand prioritization decisions
Brand role in category
(interaction with CIG 3.1, BE 3.3, I/R 3.5)
& portfolio
3.2 Category plan
Commercial objectives and high level targets are
Draft brand objectives & determined here based on Category Plan (sales &
projections * marketing alignment)
2.2 Align S&M objectives
Brand values & positioning Review of all Brand Values, Equity and Positioning
3.3 Brand equity 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 Review of Brand Vision occurs here (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Brand
Brand vision
vision
SBU
SBU // MBS
MBS // Last
Last Brand
Brand Plan
Plan Category Plan is created here including Product portfolio analysis/ optimization
Brand
Brand role in category
category &
& portfolio
portfolio and brand prioritization decisions (interaction with CIG 3.1, BE 3.3, I/R 3.5)
3.2
3.2 Category plan
Draft
Draft brand
brand objectives & projections
Commercial objectives and high level targets are determined here
2.2
2.2 Align
Align S&M
S&M objectives based on Category Plan (sales & marketing alignment)
Brand
Brand values
values &
& positioning
positioning
3.3
3.3 Brand equity
Brand equity Review of all Brand Values, Equity and Positioning occurs here
Aggregate Brand
Develop Generate Consumer
Identify and Formalize & Gain Communication Plans
Analyze current Objectives, Identify gaps vs. Consumer
prioritize issues & Approval on into a Consumer
situation Strategies & category plan Communication Communication
opportunities Brand Plan
Tactics Plan Summary at Category
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
Business opportunities
opportunities (e.g.
(e.g. Brand
Brand Vision & projections*
projections Identify
projections*
projections Consumer
Consumer Comm.
Comm.
Identify Campaigns
Campaigns and and based Plans
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
revised Identify
Identify Consumer
Communication
Communication Summary
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Consumer
Plan
Plan Category
Category level
level
Learning's opportunities projections*
projections* with
with Communication
Communication Activity
Activity
Learning's opportunities Groupings
Groupings and
and Types
Types
Develop draft
draft numbers
numbers in
in Formalize
Formalize Brand Prioritize
Prioritize
Develop Brand
Brand Create
Create Campaigns
Campaigns and
Objectives, category
category plan and
Plan
Plan document Consumer
Consumer Comm.Comm.
Prioritize
Prioritize Objectives, Related
Related Consumer
Consumer
activities
activities across
across
Activities
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
check Obtain Final at
Learning's
Learning's Key
Key opportunities
opportunities Tactics priority
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Strategies & & Communication
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas category
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
Summarize
Summarize Key Key category plan within
within Category
Category
relevant
relevant parties
parties
Brand
Brand Initiatives Perform
Perform cross
across
cross checks
checks
across Categories
Categories
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) 3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
VOST = Vision, Objectives, Strategies, Tactics consumer
consumer communication activities
communication activities
2.4
2.4 Evaluate performance vs. plan
Other inputs into the process: Business Drivers, Overall Brand Strategy, etc.
and
and take corrective
corrective action
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
Aggregate Brand
Identify and Formalize & Gain Communication Plans
Analyze current Objectives, Identify gaps vs. Consumer
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
revised Communication
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
Learning's opportunities
opportunities projections*
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Objectives, category plan Related
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Obtain Final Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
opportunities Tactics
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
Summarize Key Key category
category plan within
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
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)
VOST = Vision, Objectives, Strategies, Tactics consumer
2.4
and
and take corrective
corrective action
action
When does Senior Management approval occur
during the Brand Planning Process?
Approval may be sought at Approval Approval

the end of Phase 2 & 3 recommended required
depending on market needs
Marketing and Sales

align Consumer &
Trade Activities
Aggregate Brand
Identify and Formalize & Gain
Analyze current Objectives, Identify gaps vs. Consumer Communication Plans
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
opportunities draft Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Activities activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas category
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
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
activities
VOST = Vision, Objectives, Strategies, Tactics 2.4
and
and take corrective
corrective action
action
Stakeholders involved in the Brand Planning Process
(ARCI Chart)
Marketing = Brand Manager Phase 5:

Key Inputs A = Marketing
Category Plan Marketing Approval = Sr. Marketing R = Marketing, Agency Partners
High level Brand Targets C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch
no
1 2 3 4 5
Identify and Develop Identify Agree draft
Analyze Generate
Brand plans, yes
prioritize Objectives, gaps vs. Consumer
current projections &
Communication
issues & Strategies & category common direction
situation Plan
opportunities Tactics plan
Phase 1-2: Phase 3: Phase 4:

A = Marketing A = Marketing A = Marketing
R = Marketing, Sales R = Marketing R = Marketing, Sales, Finance no
C = Finance, Demand Planning, C = Sales, Finance, Demand Planning, C = Demand Planning, Manf, Mrkt Rsrch
Manf, Mrkt Rsrch, Agency Partners Manf, Mrkt Rsrch, Agency Partners Agree Brand
Cons Comm Activities,
& Trade Activities
no
yes
7 Aggregate Brand 6
Consumer
Monitor & make Execute Plan Communication Formalize &
yes Ensure cross yes Agree Final no
adjustments to including all Communicate Plans into a Gain
plan as Cons & Trade Brand Plan category alignment Brand plans &
Consumer Approval on
necessary Activities within market projections
Communication
Brand Plan
Summary at
Category level
A = accountable Phase 7: Phase 6:

R = responsible A = Marketing A = Marketing
R = Marketing, Sales
C = consulted I = Finance, Demand Planning,
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
I = informed Manf, Mrkt Rsrch, Agency Partners
Stakeholders involved in each specific step (Level 4)
within each Phase during the Brand Planning Process
Phase 1 all 3 steps: 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:
A = Marketing A = Marketing A = Marketing A = Marketing A = Marketing A = Marketing A = Marketing
R = Marketing, Sales R = Marketing, Sales R = Marketing R = Marketing, Sales, R = Marketing, Agency R = Marketing, Sales, R = Marketing, Sales
C = Finance, Demand C = Finance, Demand C = Sales, Finance, Finance Partners Finance I = Finance, Demand
Planning, Manf, Mrkt Planning, Manf, Mrkt Demand Planning, C = Demand Planning, C = Sales, Finance, C = Demand Planning, Planning, Manf, Mrkt
Rsrch, Agency Partners Rsrch, Agency Partners Manf, Mrkt Rsrch, Manf, Mrkt Rsrch Demand Planning, Manf, Manf, Mrkt Rsrch Rsrch, Agency Partners
Agency Partners Mrkt Rsrch
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Activities activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas category
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
A = accountable * Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)
R = responsible VOST = Vision, Objectives, Strategies, Tactics
C = consulted Marketing = Brand Manager

I = informed 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)
Aggregate Brand
Consumer
Develop Generate Communication
Identify and Formalize &
Analyze current Objectives, Identify gaps vs. Consumer Plans into a
prioritize issues Gain Approval
situation Strategies & category plan Communication Consumer
& opportunities on Brand Plan Communication
Tactics Plan
3.4.1 Summary at
3.4.2 3.4.3 3.4.4 3.4.5 3.4.6 Category level
3.4.7
System System
supporte supporte
d d
2-3 weeks 1-2 weeks 1-2 weeks 2 weeks 2 weeks 1-2 weeks 1 week
* Brand Planning Process conducted by cross functional team lead by Marketing

Brand Planning Process Phases with Outputs
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
Key Questions: How will you
spend your
Where are you Where do you PFME effectively
today, what do Where do want to go next year and
you know and you and how are how will you
what do you need to you going to get Document &
measure
focus? Sense check Gain Approval
need to know? there next year? performance?
Aggregate brand
consumer
Identify and Develop Identify Generate Formalize &
Analyze communication
prioritize Objectives, gaps vs. Consumer Gain plans into a
current Communication consumer
issues & Strategies & category Approval on
situation opportunities Plan communication
Tactics plan Brand Plan summary at
category level
Outputs
• State of Business • Key I&O's • Brand Objectives, • Agreed Brand: • Selected Consumer • Brand Plan • Cons Comm
• Key Learning's • Big ideas Strats & Tactics - Key I&O's Comm Activities Document Summary at
• Key Brand - Objs, Strats • Brand Cons • Approved Category level
Initiatives Comm Plan (CCP) Brand Plan
& Tactics • Selected KPI's/PPI's including Cons
- Key Initiatives & Targets for Cons Comm Plan (CCP)
Comm Activities • Cons Campaign
& Activity Summary
Other Commercial Planning processes conducted in
parallel with the Brand Planning process
Key Questions:
How will you spend
Where are you Where do you your PFME
today, what do want to go effectively next
Where do you
you know and and how are year and how will
need to Document &
what do you need you going to get you measure
focus? Gain Approval
to know? there next year? Sense check performance?
Aggregate
brand consumer
Identify and Develop Generate Formalize & communication
Analyze Identify gaps
Marketing current
prioritize Objectives,
vs. category
Consumer Gain plans into a
consumer
issues & Strategies & Communication Approval on
situation plan Plan communication
opportunities Tactics Brand Plan
summary at
category level
Construction of
Alignment Sales Planning Specific Planning
Volume & CCS;
Specific Planning
Agreed
on (including bottom-up forecasting) Customer Plans Customer Plans Commer-
Category cial Plan
Objectives in line with
Identify gaps
DS Planning Category
(including Demand & Supply Planning vs. category
plan Objectives
high level (including by pack/F-group forecasting) continued
(all cross Gain
targets) Approval
functional
areas meet to on Final
Financial Planning review Financial Plan
commercial
(including P&L forecasting) plan Planning
development (Final P&L)
to date)
Mnfct
Manufacturing Planning Planning
(including CAPEX forecasting)
continued
Brand Planning and Sales Planning process
touch points during Commercial Planning
Marketing
Aggregate
brand consumer
Identify and Develop Generate Formalize & communication
Analyze Identify gaps
prioritize Objectives, Consumer Gain plans into a
current vs. category
issues & Strategies & Communicat Approval on consumer
situation plan communication
opportunities Tactics ion Plan Brand Plan
summary at
category level
3.4.1 3.4.2 3.4.3 3.4.4 3.4.5 3.4.6 3.4.7
System System Agreed
Alignment
supporte supporte Commer-
on
d d cial Plan
Category
in line with
Objectives
Category
Objectives
(including
high level
targets)
Analyze Identify Compare Communic

current and Convert ate
Prepare to Create plans Develop
situation assess category/ planning-
create planning- against sales
from issues brand customer
planning- customer targets operations
Sales and plans into plan and
customer plan and plan
Perspec- opportun- channel gain
plan address
tive ities plans agreement
GAPs
4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 4.1.7 4.1.8
3.4.7
Sales System
supported
= Inputs/Outputs provided to drive process * 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
1 2
Marketing
Output:
Brand Brand Plans &
Planning Consumer
Communication
Alignment
Process Summary Agreed
Commer-
on cial Plan
Category in line with
Category Objectives Customer Category
MBS Plan Presentations Objectives
(including
high level
targets) Output:
Sales
Sales
Volume & CCS
Planning Specific
Planning
Process Customer Plans

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) Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Analyze Current Situation" used here

Output(s): State of Business & Key Learning's
Stakeholders involved: Marketing, Sales,

Finance, Market Research, Demand Planning,
Manufacturing, Agency Partners, etc.
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Analyze Current Situation" used here

Identifying, quantifying and

prioritizing
Key Issues and Key
Opportunities and identifying Big
Ideas occur here.
(interaction with CIG 3.1 and I/R Aggregate Brand
Develop Generate
Analyze current Identify and 3.5)
Objectives, Identify gaps vs. Consumer
Formalize & Gain
Consumer
Communication Plans
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize activities
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
feasibility check Obtain
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Identify Issues & Opportunities" used here

Output(s): Key Issues & Opportunities and Big

Ideas

Manufacturing, Agency Partners, etc.
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Identify Issues & Opportunities" used here

• 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. (interaction withAggregate
CIGBrand
3.1, BE 3.3,Identify
Analyze current
I/R and3.5) Develop
Objectives, Identify gaps vs.
Generate
Consumer
Formalize & Gain
Consumer
Communication Plans
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop draft
draft numbers
numbers in
in Formalize
Prioritize
Develop Brand
Brand Create
Create Campaigns
Campaigns and
category plan and
Plan
Consumer Comm.Comm.
Prioritize
Related Consumer
Consumer
activities
activities across
across
Activities
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
Output(s): Brand Objectives, Strategies &

Tactics and
Key Brand Initiatives

Manufacturing, Agency Partners, Generate
Develop
etc. Aggregate Brand
Consumer
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop draft
draft numbers
numbers in
in Formalize
Prioritize
Develop Brand
Brand Create
Create Campaigns
Campaigns and
category plan and
Plan
Consumer Comm.Comm.
Prioritize
Related Consumer
Consumer
activities
activities across
across
Activities
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
• 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
Develop with Category Plan
Generate 3.2 and Sales Plan
Aggregate Brand
Consumer
Analyze current Communication Plans
situation
4.1)prioritize issues &
Approval on into a Consumer
Strategies & category plan Communication Communication
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
Output(s): Agreed upon plan elements to

date

Finance,
Market Research, Demand Planning,
Aggregate Brand
Manufacturing,
Identify and
Develop etc. Generate
Formalize & Gain
Consumer
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
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 Develop
with Sales Plan 4.1)
Generate
Aggregate Brand
Consumer
• KPI/PPI
Analyze current selection
prioritize issues & for Cons Comm Activities and preliminary
Approval on target
Communication Plans
into a Consumer
situation Strategies & category plan Communication
setting also occurs here
opportunities
Tactics Plan
Brand Plan Communication
Summary at Category
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
revised Identify
Identify Consumer
Communication
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Consumer
Plan
Plan Category
Category level
level
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop draft
draft numbers
numbers in
in Formalize
Prioritize
Develop Brand
Brand Create
Create Campaigns
Campaigns and
category plan and
Plan
Consumer Comm.Comm.
Prioritize
Related Consumer
Consumer
activities
activities across
across
Activities
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas category
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here

Output(s): Consumer Communication Plan, Consumer

Campaign & Activity Summary, Selected KPI's/PPI's for
Cons Comm Activities and preliminary targets
Stakeholders involved: Marketing, Sales, Finance,

Market Research,
Demand Planning, Agency Partners, etc.
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
revised Identify
Identify Consumer
Communication
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Consumer
Plan
Plan Category
Category level
level
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop draft
draft numbers
numbers in
in Formalize
Prioritize
Develop Brand
Brand Create
Create Campaigns
Campaigns and
category plan and
Plan
Consumer Comm.Comm.
Prioritize
Related Consumer
Consumer
activities
activities across
across
Activities
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Obtain Brand
Brand Plans
Plans at
Tactics Perform
Perform feasibility
feasibility check
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs, Approval
Approval Category
Category level
level
Construct
Construct Consumer
Consumer
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas category
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
across
cross checks
checks
across Categories
Categories
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here

• 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) Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Write a Brand Plan Document" used here

Output(s): Approved Brand Plan (including

Consumer Comm. Plan)
Stakeholders involved: General Management,
Marketing, Sales, Finance, Market
Research, Demand Planning, Manufacturing,
Agency Partners, etc.
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
"How To Write a Brand Plan Document" used here

• 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 Develop
3.2) Generate
Aggregate Brand
Consumer
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
PROCESS
PROCESS LINKS
LINKS
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
2.4
and
and take corrective
corrective action
action
Output(s): Agreed upon Consumer Communication Summary

at Category level
Stakeholders involved: Marketing, Sales, Finance, Demand

Planning, Market Research, Agency Partners, etc.
Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft
draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
Prioritize Consumer
activities
activities across
across
Summarize
Summarize Key
Key Key
Key issues
issues &
& Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Brand
Obtain
Plans at
at
Learning's
Learning's Key
Key opportunities
Tactics priority
priority of Objs,
Objs,
Perform
Perform feasibility
feasibility check
check
Category
Category level
level
Construct
Construct Consumer
Consumer
Approval
Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify
Identify Big
Big Ideas
Ideas Tactics
Tactics against
against Perform
Perform cross
cross checks Brand
checks Brand Plan
Plan with
with
Summarize
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
PROCESS
PROCESS LINKS
LINKS
3.6
3.6 Execute
Execute &
& evaluate/review
evaluate/review
consumer
2.4
and
and take corrective
corrective action
action
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
Aggregate Brand
Identify and
are Executed,
Develop Tracked and Evaluated
Generate
Formalize & Gain
Consumer
prioritize issues &here. Approval on into a Consumer
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
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
2.4
and
and take corrective
corrective action
action
Execution of Consumer Communication Activities
Occurs here System- supported
Output(s): Executed & Evaluated Consumer

Comm. Activities

Market Research, Finance,
Demand Planning, Agency Partners, etc. Aggregate Brand
level
Summarize
Summarize State
State Identify
Identify issues
issues && Review/
Review/ refine
refine Revise
Revise Retrieve
Retrieve Relevant
Information
Relevant Confirm
Confirm Aggregate
Aggregate Brand
Brand
Information
of
of the
the Business
opportunities (e.g.
(e.g. Brand
projections*
Consumer Comm.
Comm.
Identify Campaigns
Plans into
into aa
via
via SWOT)
SWOT) Targets
Targets based
based on
on VOST
VOST Consumer
Consumer Activities
Activities based on
on
(if
(if needed)
needed) Objectives
Objectives Consumer
Consumer Consumer
Consumer Comm.
Comm.
Compare
Compare revised
Summary at at
Facilitate
Facilitate Key
Key Quantify
Quantify issues
issues &
& Identify
Identify Consumer
Consumer
Plan
Plan Category
Category level
level
Learning's
projections* with
with Communication
Activity
Groupings and
and Types
Types
Develop
Develop Brand
Brand draft numbers
numbers in
in Formalize
Prioritize
category Create
Create Campaigns
Campaigns and
Objectives,
Related Consumer
Consumer
and
Plan
Consumer Comm.Comm.
Prioritize
activities across
across
Summarize
Summarize Key
Key Key Strategies
Strategies & Check
Check fitfit and
and
Activities
Activities
Key issues
issues &
& Tactics Perform
Perform feasibility
Obtain Final Brand
Brand Plans
Plans at
at
Learning's
Learning's Key
Key opportunities
priority of Objs,
Objs,
check
Approval Category
Category level
level
Construct
Construct Consumer
Consumer Approval
Strategies
Communication Plan
Plan Share
Share Approved
Approved
Identify Tactics
Tactics against
against
Identify Big
Big Ideas
Ideas Summarize
Perform
Perform cross
cross checks
checks Brand
Brand Plan
Plan with
with
within Category
Category
relevant
relevant parties
parties
Brand
Perform cross
cross checks
checks
across
across Categories
Categories
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
2.4
and
and take corrective
corrective action
action
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
 Key question: Where are you today, what do you
know and what do you need to know?
Analyze
current  The "How To" provides:
situation
 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:
 State of the Business and Key Learning's - used as inputs to Step 2
(Issues and Opps) and summarized in Brand Plan Document
"How To
Analyze
Current  When:
Situation"  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)
Not system- supported

Key Issues & Opportunities prioritization facilitates focus on
what most impacts Brand/Business performance
 Key question: Where do you need to focus?

Phase 2
Identify and  The "How To" provides:

prioritize
 A guiding process and tools which facilitate the disciplined
issues &
opportunities identification, quantification and prioritization of I&O's and the
indentification of Big Ideas
 Outputs:
 Key Issues & Opportunities and Big Ideas - used as inputs to
Step 3 (Objs, Strats & Tactics) and summarized in Brand
"How To Plan Document
Identify
Issues &
Opportu  When:
nities"  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
 Key question: Where do you want to go and how

Phase 3 are you going to get there next year?
Develop  The "How To" provides:

Objectives,
Strategies  A process, definitions and guidance to develop Objectives,
& Tactics Strategies and Tactics and provide focus on Key Brand
Initiatives
 Outputs:
 Brand Objectives, Strategies & Tactics and Key Brand Initiatives
"How To - used as inputs to Step 5 (selection of Cons Comm Activities)
review/refine and summarized in Brand Plan Document
Vision and
develop  When:
Objs,
Strats &  A Brand Manager will refer to the How To when conducting
Tactics" the Brand Planning Process and/or on an ad-hoc basis
(e.g. quarterly review)

Sense check
Phase 4
• Formal review of Brand plans to date with all relevant
parties occurs here (i.e. sales, ensure supply, finance, etc)
Identify
Identify gaps
gaps vs.
vs.
category
category plan
plan
• Topics covered: State of the Business,
Revise projections*
Revise projections
Key Learning's, Key I&O's, Big Ideas,
based
based on
on VOST
VOST Brand Objectives, Strategies & Tactics,
Compare
Compare revised
revised Key Brand Initiatives and projections
projections*
projections* with
with draft
draft
numbers
numbers inin category
category
plan
plan
• For Purposes of this process "Gaps vs. Category Plan"
Check
Check fit
Objs,
fit and
and priority
Objs, Strategies
priority of
Strategies & &
of covers the way a Brand Plan is integrated with the
Tactics
Tactics against
plan
plan
against category
category
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  Key question: How will you spend your PFME

effectively next year?
Generate
Consumer
Communication  This "How To" provides:
Plan
 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  Outputs:
Activities  Selected Consumer Communication Activities and the
in line with Brand Consumer Communication Plan (CCP)
Objectives" - the CCP will be inserted into the Brand Plan Document
"How To Select
KPI's/PPI's for Cons  When:
Comm Activities"  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)
System- supported
Assigning KPIs & Targets for Cons Comm Activities enables
the measurement of activity results and their business impact
Phase 5b  Key question: How will you spend your PFME

effectively next year and how will you measure
Generate performance?
Consumer
Communication
Plan
 This "How To" provides:
 A process to assign KPI's and targets based on the GLOBE
KPI Framework
"How To Select  Outputs:

Consumer Com  Selected and Approved KPI's/PPI's and Targets for
Activities Consumer Communication Activities - Summary of Cons
in line with Comm Objectives, Activities, KPI's and Targets will be
Objectives" inserted into the Brand Plan document
"How To Select
KPI's/PPI's for Cons
 When:
Comm Activities"
 A Brand Manager will use this system-supported process on
an annual basis (planning cycle) and/or on an ad-hoc basis
System- supported (e.g. quarterly review)
Disciplined approach to Brand Plan Documentation increases the
ability to transfer knowledge across businesses & geographies
Phase 6
 This "How To" provides:
Formalize &
Gain
 A flexible format (e.g. level of detail) and guidance to write a
Approval on Brand Plan Document
Brand Plan
 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  When:
Write a  This "How To" is not system supported and is conducted
Brand once per year and/or during a specific planning period
Plan
Document"

Aggregate and Cross check Brand Consumer
Communication Plans
Phase 7
Aggregate
Aggregate brand
brand
consumer
consumer communication
communication
plans
plans into
into aa consumer
communication
consumer
communication summary
summary • All Final Brand Consumer Communication Plans
at
at category
category level
level
(CCP) are aggregated here to create a Consumer
Aggregate
Aggregate brand
brand
consumer
consumer comm.
into
comm. plans
plans Communication Summary at Category Level
into aa consumer
consumer comm.
comm.
summary
summary at at category
category
level
level
• The Consumer Communication Summary will be
Prioritize
Prioritize consumer
comm.
consumer
comm. activities
activities across
across reviewed against the trade activity summary in order
brand
brand plans
plans at
at category
category
level
level to ensure that the requirements of the Category Plan
Share
Share Approved
Approved Brand
Brand
have been met
Plan
Plan with
with relevant parties
parties
System- supported
Summary of Brand Planning Process "How To's"
and Related Outputs
System Not System System
Not System supported supported supported supported
"How To Conduct the Brand Planning Process"

Aggregate Brand
prioritize issues Approval on into a Consumer
situation Strategies & category plan Communication
& opportunities Brand Plan Communication
level
"How To Select
"How To
"How To Consumer Comm
"How To review/refine Activities
"How To
Identify
Analyze Vision and in line with Write a
Issues &
Current develop Objectives" Brand
Opportu
Situation" Objs, Plan
nities" "How To Select
Strats & KPI's/PPI's for
Document"
Tactics" Cons Comm Activities"
Outputs:
• State of Business • Brand Objectives, • Selected Consumer • Brand Plan
• Key I&O's
• Key Learning's • Big ideas Strats & Tactics, Comm Activities Document
• Key Brand Initiatives • Brand Cons • Approved Brand Plan
Comm Plan (CCP) including Cons Comm
• Selected KPI's/PPI's Plan (CCP)
& Targets for Cons • Cons Campaign &
Comm Activities 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

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Overview of Brand Planning Process

Consistent process across categories & geographies provides

"How To Conduct the Brand Planning Process"

 The "How To" provides:

 Brand Planning processes exist in many markets but:

KEY INPUTS Review of Brand Vision occurs here

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

Marketing lead with cross

Approval may be sought at Approval Approval

Marketing and Sales

Marketing = Brand Manager Phase 5:

Phase 1-2: Phase 3: Phase 4:

A = accountable Phase 7: Phase 6:

C = consulted Marketing = Brand Manager

 "Estimated" total timing to conduct Brand Planning Process from

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

Analyze Identify Compare Communic

Volume & CCS

Process Customer Plans

Situation analysis including business

"How To Analyze Current Situation" used here

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

Stakeholders involved: Marketing, Sales,

"How To Analyze Current Situation" used here

Identifying, quantifying and

"How To Identify Issues & Opportunities" used here

Output(s): Key Issues & Opportunities and Big

Stakeholders involved: Marketing, Sales,

"How To Identify Issues & Opportunities" used here

• Review/refine Brand Vision & Targets and the development of Brand

Output(s): Brand Objectives, Strategies &

Stakeholders involved: Marketing, Sales,

• Formal review of Brand plans to date (e.g. issues/opps, objectives,

Output(s): Agreed upon plan elements to

Stakeholders involved: Marketing, Sales,

"How To Select Consumer Communication Activities in line with Objectives"

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

Output(s): Consumer Communication Plan, Consumer

Stakeholders involved: Marketing, Sales, Finance,

"How To Select Consumer Communication Activities in line with Objectives"

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

• Proposed Brand Plan is documented (including

"How To Write a Brand Plan Document" used here

Output(s): Approved Brand Plan (including

"How To Write a Brand Plan Document" used here

• All Final Brand Consumer Communication Plans (CCP)

Output(s): Agreed upon Consumer Communication Summary

Stakeholders involved: Marketing, Sales, Finance, Demand

Final Cons Comm Campaign and

Output(s): Executed & Evaluated Consumer

Stakeholders involved: Marketing, Sales,

Not system- supported

 Key question: Where do you need to focus?

Identify and  The "How To" provides:

Not system- supported

 Key question: Where do you want to go and how

Develop  The "How To" provides:

Not system- supported

Not system- supported

Phase 5a  Key question: How will you spend your PFME

Phase 5b  Key question: How will you spend your PFME

"How To Select  Outputs: