BRAND PLAN 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 Situational SWOT Analysis Key Issues Portfolio Position Strategic Intent Business Marketing Objectives BPS Communicatio Communication n Plan Innovation Plan Marketing Budget Key Vision Pricing Promotion Plan Activity Plan Customer Plans CCP BRAND PLANNING Sit. Analysis : Where are we? make Objective : What do we want to achieve? Strategy : How are we going to achieve that? SIA Review : What actions are we going to it come true? : What have we achieved so far? SITUATIONAL ANALYSIS Market Overview: Market size in volume and value Growth rate and trend (social, economic and political impact) U&A, unmet needs Consumer profile Segmentation Price index Innovation and technologies Distribution channels and trade margin SITUATIONAL ANALYSIS Portfolio Performance Review: Historical sales performance by nation/regions/cities/channels SOS and SOV Market share by value and volume by variant and SKU Brand awareness and brand usage Competitors review Portfolio performance versus target SWOT ANALYSIS Strengths Market Competition Product/Range Brand Image Advertising/ Communication Distribution (onpremise) Weaknesses Opportunities Threats SWOT ANALYSIS (cont) AND KEY ISSUES Strengths Weaknesses Opportunities Distribution (off-premise) Supply Chains Internal Organisation Key issues 1) 2) 3) 4) Hyper activity from Pepsi at the point of sale Increased advertising expenditure from competition Emergence of sport and energy drinks threatening to become new ‘mood’ drinks Need to make choices and select areas/channels which will provide best return on investment Threats BRAND VISION A statement of the brand’s overall purpose or long- term intent. It should be: Visionary Inspiring Achievable in the long-run True to the virtue of the brand Managing the portfolio - strategic analysis matrix Market Attractiveness H Invest for dominance Invest selectively M H Invest selectively Invest Invest/Manage selectively/Dives for cash t Manage for cash L Invest to challenge Manage for cash Divest M Competitive Position L STRATEGIC INTENT BRAND VISION GOALS STRATEGIES BRANDING R&D DISTRIBUTION Business objectives Strategic Intent Business Objectives Volume Sales Value Sales Gross Profit Earning Before Income Tax …. which means growing twice as fast as the market …. which means …% growth over 3 years Trading Results Business Objectives 2006 Actual Volume Gross Profit EBIT Trading Results 2007AP Marketing objectives Marketing Objectives Strategic Intent Market Share Awareness Trial Business Objectives 2006 Actual Repeat Purchase Weight of Purchase Distribution Coverage 2007 AP Volume Gross Profit EBIT Trading Results Marketing Objectives - Market share from …% to …% - Increase consumption frequency Setting marketing objectives Consumer Research Brand Awareness (%) Brand In-Home (%) Ever Tried (%) Brand Used: All of the Time (%) Most of the Time (%) Occasionally (%) Stopped Using (%) Market Share (%) Target Market Share (%) Strategy definition - marketing mix Product Price Product/packaging improvements Absolute price levels New product launches Relative to competition Cost reduction Price increase Promotion Place Communications plan Promotional activities Visibility at outlets Channel development Customer plans SIA – COMMUNICATION Objectives/Strategy Key Issues 1) Increase in competitive advertising pressure 2) Emergence of new sports/energy drinks Boost image and top of mind through increased activity in advertising, P.R, brand activation Actions Area Activity Actions Timing Budget Who DME SIA – INNOVATION Objectives/Strategy Key Issues Actions Area Activity Actions Timing Budget Who 4 Quarter Plan SIA – PRICING Objectives/Strategy Key Issues Actions Area Activity Actions Timing Budget Who SIA – PROMOTION Objectives/Strategy Key Issues Actions Area Activity Actions Timing Budget Who SIA – DISTRIBUTION Objectives/Strategy Key Issues Actions Area Activity Actions Timing Budget Who Areas of focus 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