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