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"
Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Identify gaps
vs. category
plan
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Aggregate
brand consumer
comm plans into
a consumer
comm summary
at category 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
Brand role in category
& portfolio
3.2 Category plan
Draft brand objectives &
projections *
2.2 Align S&M objectives
Brand values & positioning
3.3 Brand equity
Category Plan is created here including Product portfolio
analysis/ optimization and brand prioritization decisions
(interaction with CIG 3.1, BE 3.3, I/R 3.5)
Commercial objectives and high level targets are
determined here based on Category Plan (sales &
marketing alignment)
Review of all Brand Values, Equity and Positioning
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
Brand vision
SBU / MBS / Last Brand Plan
Brand role in category & portfolio
3.2 Category plan
Draft brand objectives & projections
2.2 Align S&M objectives
Brand values & positioning
3.3 Brand equity
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Review of Brand Vision occurs here (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Category Plan is created here including Product portfolio analysis/ optimization
and brand prioritization decisions (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Commercial objectives and high level targets are determined here
based on Category Plan (sales & marketing alignment)
Review of all Brand Values, Equity and Positioning occurs here
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Generate
Consumer
Communicatio
nPlan
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Perform cross checks
within Category
Perform cross checks
across Categories
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
* 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
Other inputs into the process: Business Drivers, Overall Brand Strategy, etc.
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective 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
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
* 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
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
When does Senior Management approval occur
during the Brand Planning Process?
Approval may be sought at the end of
Phase 2 & 3 depending on market needs
Approval
recommended
Approval
required
Marketing and Sales
align Consumer &
Trade Activities
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
3.6 Execute & evaluate/review
consumer
communication activities
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)
2.4
Evaluate
performance vs. plan
VOST = Vision, Objectives, Strategies, Tactics
and take corrective action
Stakeholders involved in the Brand Planning Process
(ARCI Chart)
Category Plan
High level Brand Targets
1
2
Analyze
current
situation
Phase 5:
A = Marketing
R = Marketing, Agency Partners
C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch
Marketing = Brand Manager
Marketing Approval = Sr. Marketing
Key Inputs
3
Identify and
prioritize
issues &
opportunitie
s
Phase 1-2:
A = Marketing
R = Marketing, Sales
C = Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
no
4
Develop
Objectives,
Strategies
& Tactics
Identify
gaps vs.
category
plan
Phase 3:
A = Marketing
R = Marketing
C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
Agree draft
Brand plans,
projections &
common direction
5
Generate
Consumer
Communicatio
n Plan
yes
Phase 4:
A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
no
Agree Brand
Cons Comm Activities,
& Trade Activities
no
yes
7
Monitor & make
adjustments to
plan as
necessary
Execute Plan
including all
Cons & Trade
Activities
A = accountable
R = responsible
C = consulted
I = informed
Communicate
Brand Plan
yes
Ensure cross
category alignment
within market
Aggregate
Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
6
yes
Phase 7:
A = Marketing
R = Marketing, Sales
I = Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
Agree Final
Brand plans &
projections
no
Formalize
& Gain
Approval
on Brand
Plan
Phase 6:
A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
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
R = Marketing, Sales
C = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
A = Marketing
R = Marketing, Sales
C = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
A = Marketing
R = Marketing
C = Sales, Finance,
Demand Planning,
Manf, Mrkt Rsrch,
Agency Partners
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
A = Marketing
R = Marketing, Sales
I = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
A = accountable
R = responsible
C = consulted
I = informed
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
A = Marketing
R = Marketing, Agency
Partners
C = Sales, Finance,
Demand Planning, Manf,
Mrkt Rsrch
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
* 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
Marketing = Brand Manager
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)
Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Identify gaps
vs. category
plan
Generate
Consumer
Communicatio
n Plan
Formalize &
Gain Approval
on Brand Plan
3.4.1
3.4.2
3.4.3
3.4.4
3.4.5
3.4.6
System
supported
2-3 weeks
1-2 weeks
1-2 weeks
2 weeks
2 weeks
Aggregate
Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
3.4.7
System
supported
1-2 weeks
* Brand Planning Process conducted by cross functional team lead by Marketing
1 week
Brand Planning Process Phases with Outputs
Phase 1
Phase 2
Phase 3
Phase 4
Key Questions:
Where are you
today, what do
you know and
what do you
need to know?
Analyze
current
situation
Where do
you
need to
focus?
Identify and
prioritize
issues &
opportunitie
s
Where do you
want to go
and how are
you going to get
there next year?
Develop
Objectives,
Strategies
& Tactics
Sense check
Identify
gaps vs.
category
plan
Phase 5
Phase 6
Phase 7
How will you
spend your
PFME effectively
next year and
how will you
Document &
measure
performance? Gain Approval
Generate
Consumer
Communicatio
n Plan
Formalize
& Gain
Approval
on Brand
Plan
Aggregate
brand
consumer
communication
plans into a
consumer
communication
summary at
category level
Outputs
• State of Business • Key I&O's
• Key Learning's
• Big ideas
• Brand Objectives, • Agreed Brand: • Selected Consumer • Brand Plan
Strats & Tactics
• Key Brand
Initiatives
• Cons Comm
- Key I&O's
Comm Activities
Document
Summary at
- Objs, Strats • Brand Cons
• Approved
Category level
& Tactics
Comm Plan (CCP)
Brand Plan
- Key Initiatives • Selected KPI's/PPI's including Cons
& 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:
Where are you
today, what do
you know and
what do you need
to know?
Marketing
Alignment
on
Category
Objectives
(including
high level
targets)
Analyze
current
situation
Where do you
need to
focus?
Where do you
want to go
and how are
you going to get
there next year?
Identify and
prioritize
issues &
opportunitie
s
Develop
Objectives,
Strategies
& Tactics
Sense check
Identify
gaps vs.
category
plan
(including bottom-up forecasting)
(including by pack/F-group forecasting)
Financial Planning
(including P&L forecasting)
Manufacturing Planning
(including CAPEX forecasting)
Generate
Consumer
Communicatio
n Plan
Document &
Gain Approval
Formalize &
Gain
Approval
on Brand
Plan
Construction of
Specific Planning
Customer Plans
Sales Planning
Demand & Supply Planning
How will you spend
your PFME
effectively next
year and how will
you measure
performance?
Identify
gaps vs.
category
plan
(all cross
functional
areas meet
to review
commercial
plan
development
to date)
Volume & CCS;
Specific Planning
Customer Plans
DS Planning
continued
Financial
Planning
(Final P&L)
Mnfct
Planning
continued
Aggregate
brand
consumer
communicatio
n plans into a
consumer
communicatio
n summary at
category level
Gain
Approval
on Final
Plan
Agreed
Commercial Plan
in line with
Category
Objectives
Brand Planning and Sales Planning process
touch points during Commercial Planning
Marketing
Analyze
current
situation
3.4.1
Identify and
prioritize
issues &
opportunitie
s
Develop
Objectives,
Strategies &
Tactics
3.4.2
Identify
gaps vs.
category
plan
3.4.3
Generate
Consumer
Communic
ation Plan
3.4.4
Aggregate
brand
consumer
communicatio
n plans into a
consumer
communicatio
n summary at
category level
Formalize
& Gain
Approval
on Brand
Plan
3.4.5
3.4.6
3.4.7
System
supported
System
supported
Alignment
on
Category
Objectives
(including
high level
targets)
Analyze
current
situation
from
Sales
Perspective
4.1.1
Identify
and
assess
issues
and
opportun
-ities
4.1.2
Convert
category
/ brand
plans
into
channel
plans
4.1.3
Prepare
to create
planningcustomer
plan
4.1.4
Sales
= Inputs/Outputs provided to drive process
Create
planningcustomer
plan
4.1.5
Compare
plans
against
targets
and
address
GAPs
4.1.6
Develop
sales
operation
s plan
4.1.7
Agreed
Commercial Plan
in line with
Category
Objectives
Communi
cate
planningcustomer
plan and
gain
agreeme
nt
4.1.8
3.4.7
System
supported
* 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
Category
Plan
Alignment
on
Category
Objectives
Marketing
MBS
1
Brand
Planning
Process
Output:
Brand Plans &
Consumer
Communication
Summary
Customer
Presentations
(including
high level
targets)
Sales
Sales
Planning
Process
2
Output:
Volume & CCS
Specific
Planning
Customer Plans
Agreed
Commercial Plan
in line with
Category
Objectives
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)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
"How To Analyze Current Situation" used here
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 1
Not system- supported
Output(s): State of Business & Key Learning's
Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
"How To Analyze Current Situation" used here
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 2
Not system- supported
Identifying, quantifying and prioritizing
Key Issues and Key Opportunities and
identifying Big Ideas occur here.
(interaction with CIG 3.1 and I/R 3.5)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
"How To Identify Issues & Opportunities" used here
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 2
Not system- supported
Output(s): Key Issues & Opportunities and Big Ideas
Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
"How To Identify Issues & Opportunities" used here
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 3
Not system- supported
• 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 with CIG 3.1, BE 3.3, I/R 3.5)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
What happens in each Brand Planning Process Phase
Phase 3
Not system- supported
Output(s): Brand Objectives, Strategies & Tactics and
Key Brand Initiatives
Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
What happens in each Brand Planning Process Phase
Phase 4
Not system- supported
• 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 with Category Plan 3.2 and Sales Plan 4.1)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 4
Not system- supported
Output(s): Agreed upon plan elements to date
Stakeholders involved: Marketing, Sales, Finance,
Market Research, Demand Planning, Manufacturing, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
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 with Sales Plan 4.1)
• KPI/PPI selection for Cons Comm Activities and preliminary target setting also occurs here
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here
What happens in each Brand Planning Process Phase
Phase 5
System- supported
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.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here
What happens in each Brand Planning Process Phase
Phase 6
Not system- supported
• 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)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
"How To Write a Brand Plan Document" used here
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 6
Not system- supported
Output(s): Approved Brand Plan (including Consumer Comm. Plan)
Stakeholders involved: General Management, Marketing, Sales,
Finance, Market Research, Demand Planning, Manufacturing,
Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
"How To Write a Brand Plan Document" used here
Share Approved
Brand Plan with
relevant parties
What happens in each Brand Planning Process Phase
Phase 7
System- supported
• 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 3.2)
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
What happens in each Brand Planning Process Phase
Phase 7
System- supported
Output(s): Agreed upon Consumer Communication Summary at Category level
Stakeholders involved: Marketing, Sales, Finance, Demand Planning, Market Research,
Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective 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
are Executed, Tracked and Evaluated here.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
Execution of Consumer Communication Activities
Occurs here System- supported
Output(s): Executed & Evaluated Consumer Comm. Activities
Stakeholders involved: Marketing, Sales, Market Research,
Finance, Demand Planning, Agency Partners, etc.
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Summarize State
of the Business
Identify issues &
opportunities (e.g.
via SWOT)
Facilitate Key
Learning's
Quantify issues &
opportunities
Summarize Key
Learning's
Prioritize
Key issues &
Key opportunities
Identify Big Ideas
Develop
Objectives,
Strategies &
Tactics
Review/ refine
Brand Vision &
Targets
(if needed)
Develop Brand
Objectives,
Strategies &
Tactics
Summarize Key
Brand Initiatives
Identify gaps
vs. category
plan
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Generate
Consumer
Communicatio
nPlan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Formalize Brand
Plan document
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Obtain Final
Approval
Share Approved
Brand Plan with
relevant parties
PROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective 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
Analyze
current
situation
 Key question: Where are you today, what do you
know and what do you need to know?
 The "How To" provides:
 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:
"How To
Analyze
Current
Situation"
 State of the Business and Key Learning's - used as inputs to Step 2
(Issues and Opps) and summarized in Brand Plan Document
 When:
 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
Phase 2
Identify and
prioritize
issues &
opportunitie
s
 Key question: Where do you need to focus?
 The "How To" provides:
 A guiding process and tools which facilitate the disciplined
identification, quantification and prioritization of I&O's and the
indentification of Big Ideas
 Outputs:
"How To
Identify
Issues &
Opportu
nities"
 Key Issues & Opportunities and Big Ideas - used as inputs to
Step 3 (Objs, Strats & Tactics) and summarized in Brand
Plan Document
 When:
Not system- supported
 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
Phase 3
Develop
Objectives
,
Strategies
& Tactics
 Key question: Where do you want to go and how
are you going to get there next year?
 The "How To" provides:
 A process, definitions and guidance to develop Objectives,
Strategies and Tactics and provide focus on Key Brand
Initiatives
 Outputs:
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
 Brand Objectives, Strategies & Tactics and Key Brand Initiatives
- used as inputs to Step 5 (selection of Cons Comm Activities)
and summarized in Brand Plan Document
 When:
Not system- supported
 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)
Sense check
Phase 4
Identify gaps vs.
category plan
Revise projections*
based on VOST
Compare revised
projections* with draft
numbers in category
plan
Check fit and priority of
Objs, Strategies &
Tactics against category
plan
• Formal review of Brand plans to date with all relevant
parties occurs here (i.e. sales, ensure supply, finance, etc)
• Topics covered: State of the Business,
Key Learning's, Key I&O's, Big Ideas,
Brand Objectives, Strategies & Tactics,
Key Brand Initiatives and projections
• For Purposes of this process "Gaps vs. Category Plan"
covers the way a Brand Plan is integrated with the
Category and other Brand, Channel and Customer Plans
during Commercial Planning
Not system- supported
Disciplined selection of Consumer Activities in line with
Brand Objectives enables the more effective use of PFME
Phase 5a
Generate
Consumer
Communicatio
n Plan
"How To Select
Consumer Com
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons
Comm Activities"
System- supported
 Key question: How will you spend your PFME
effectively next year?
 This "How To" provides:
 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
 Outputs:
 Selected Consumer Communication Activities and the
Brand Consumer Communication Plan (CCP)
- the CCP will be inserted into the Brand Plan Document
 When:
 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)
Assigning KPIs & Targets for Cons Comm Activities enables
the measurement of activity results and their business impact
Phase 5b
Generate
Consumer
Communicatio
n Plan
 Key question: How will you spend your PFME
effectively next year and how will you measure
performance?
 This "How To" provides:
 A process to assign KPI's and targets based on the GLOBE
KPI Framework
"How To Select
Consumer Com
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons
Comm Activities"
System- supported
 Outputs:
 Selected and Approved KPI's/PPI's and Targets for
Consumer Communication Activities - Summary of Cons
Comm Objectives, Activities, KPI's and Targets will be
inserted into the Brand Plan document
 When:
 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)
Disciplined approach to Brand Plan Documentation increases the
ability to transfer knowledge across businesses & geographies
Phase 6
Formalize
& Gain
Approval
on Brand
Plan
 This "How To" provides:
 A flexible format (e.g. level of detail) and guidance to write a
Brand Plan Document
 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
Write a
Brand
Plan
Document"
 When:
Not system- supported
 This "How To" is not system supported and is conducted
once per year and/or during a specific planning period
Aggregate and Cross check Brand Consumer
Communication Plans
Phase 7
Aggregate brand
consumer
communication plans
into a consumer
communication
summary at category
level
Aggregate brand
consumer comm. plans
into a consumer comm.
summary at category
level
Prioritize consumer
comm. activities across
brand plans at category
level
Share Approved Brand
Plan with relevant parties
System- supported
• 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 trade activity summary in order
to ensure that the requirements of the Category Plan
have been met
Summary of Brand Planning Process "How To's"
and Related Outputs
System
supported
Not System supported
Not System
supported
System
supported
"How To Conduct the Brand Planning Process"
Analyze
current
situation
"How To
Analyze
Current
Situation"
Identify and
prioritize
issues &
opportunities
"How To
Identify
Issues &
Opportu
nities"
Develop
Objectives,
Strategies &
Tactics
Identify gaps
vs. category
plan
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
Outputs:
• State of Business
• Key Learning's
• Key I&O's
• Big ideas
• Brand Objectives,
Strats & Tactics,
• Key Brand Initiatives
Generate
Consumer
Communicatio
n Plan
"How To Select
Consumer Comm
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for
Cons Comm Activities"
• Selected Consumer
Comm Activities
• Brand Cons
Comm Plan (CCP)
• Selected KPI's/PPI's
& Targets for Cons
Comm Activities
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
"How To
Write a
Brand
Plan
Document"
• Brand Plan
Document
• Approved Brand Plan
including Cons Comm
Plan (CCP)
• Cons Campaign &
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