Brand Planning Process - Business Review Session 6 PDF

BRAND BUSINESS PLAN/BUSINESS REVIEW STRATEGY IS VERY IMPORTANT AND “SERIOUS” IT IS USED TO ALIGN EVERYBODY IN THE ORGANIZATION BUT IT’S EQUALLY IMPORTANT TO “WALK THE TALK” A DREAM with a date turns into an OBJECTIVE, If we divide an objective into steps in turns into a PLAN, And a plan put into ACT...

BRAND BUSINESS PLAN/BUSINESS REVIEW STRATEGY IS VERY IMPORTANT AND “SERIOUS” IT IS USED TO ALIGN EVERYBODY IN THE ORGANIZATION BUT IT’S EQUALLY IMPORTANT TO “WALK THE TALK” A DREAM with a date turns into an OBJECTIVE, If we divide an objective into steps in turns into a PLAN, And a plan put into ACTION turns into a REALITY 5 BUSINESS PLAN PROCESS THINK DECIDE ACT BUSINESS PLAN PROCESS DIAGNOSE SITUATION DESIGN STRATEGY BUILD BRAND PLAN WHY DO WE NEED A DIAGNOSTIC? WHY DO WE NEED A DIAGNOSTIC? WE NEED A DIAGNOSTIC? WHY DO WE NEEDWHY THEDO DIAGNOSIS? BOILING FROG SYNDROME WHAT SHOULD WE DIAGNOSE? WHAT SHOULD WE DIAGNOSE? external The context Competition The consumer and his/her relationship with the brand DIAGNOSTICS Company: Brand Plan internal WHAT SHOULD WE DIAGNOSE? KEY TOOL CULTURE CATEGORY 4Cs DIAGNOSTICS COMPANY CONSUMERS WHAT SHOULD WE DIAGNOSE? KEY TOOL CULTURE CATEGORY 4Cs DIAGNOSTICS COMPANY CONSUMERS BUSINESS REVIEW: DIAGNOSTICS CATEGORY How do we define the category? CULTURE CATEGORY 4Cs COMPANY How is the category ev olving? What subsegments withing the category are growing? What brands are doing well? How are different channels performing? And occasions? CONSUMERS BUSINESS REVIEW: DIAGNOSTICS CATEGORY EXAMPLE New consumption occasions Channel evolution Subsegments evolution CULTURE CATEGORY 4Cs COMPANY CONSUMERS WHAT SHOULD WE DIAGNOSE? CULTURE CATEGORY 4Cs DIAGNOSTICS COMPANY CONSUMERS BUSINESS REVIEW: CULTURE DIAGNOSTIC CULTURE CATEGORY 4Cs COMPANY # TRENDS CONSUMERS BUSINESS REVIEW: CULTURE CATEGORY 4Cs COMPANY GLOBAL CULTURE Focus on sustainability Importance of social: interconnected world World news New lifestyle trends ALWAYS ON CONSUMERS BUSINESS REVIEW: 4Cs COMPANY COUNTRY Economical and political context Key hot topics Media consumption Special events that might impact the category CULTURE CATEGORY CONSUMERS CULTURAL CALENDARS CULTURE CATEGORY 4Cs COMPANY CONSUMERS EXAMPLE OF BRAND ACTIVATION CULTURE CATEGORY 4Cs WORLD PRIDE MADRID 2017 COMPANY CONSUMERS EXAMPLE OF BRAND ACTIVATION CULTURE CATEGORY 4Cs CLIMATE SUMMIT COMPANY CONSUMERS EXAMPLE OF BRAND ACTIVATION CULTURE CATEGORY 4Cs COVID 2019 COMPANY CONSUMERS CULTURE CATEGORY BUSINESS REVIEW: DIAGNOSTIC # TRENDS 4Cs COMPANY CONSUMERS BUSINESS REVIEW: DIFFERENTIATE TRENDS FROM FADS 4Cs COMPANY TREND FAD CULTURE CATEGORY CONSUMERS BUSINESS REVIEW: DIFFERENTIATE TRENDS FROM FADS 4Cs COMPANY Trends are based on deeper consumer insights Fads area manifestation of trends CULTURE CATEGORY CONSUMERS BUSINESS REVIEW: DIFFERENTIATE TRENDS FROM FADS 4Cs COMPANY TREND Important to help us decide what to do (strategy) CULTURE CATEGORY FAD Important to help us decide how to implement (execution) CONSUMERS BUSINESS REVIEW: DIAGNOSING THE ENVIRONMENT HOW CAN WE LOOK FOR TRENDS? CULTURE CATEGORY 4Cs COMPANY CONSUMERS BUSINESS REVIEW: DIAGNOSING THE ENVIRONMENT LOOKING FOR TRENDS CULTURE CATEGORY 4Cs COMPANY CONSUMERS BUSINESS REVIEW: DIAGNOSING THE ENVIRONMENT LOOKING FOR TRENDS CULTURE CATEGORY 4Cs COMPANY CONSUMERS WHAT SHOULD WE DIAGNOSE? KEY TOOL CULTURE CATEGORY 4Cs DIAGNOSTICS COMPANY CONSUMERS BUSINESS REVIEW: 4Cs COMPANY CONSUMER Consumer pyramid evolution: (millenials, bloomers, w omen, immigrants, generation Z) Understand key targets LOYALTY FREQUENCY REPEAT TRIAL CONSIDERATION AWARENESS CULTURE CATEGORY CONSUMERS DIAGNOSING CONSUMERS CULTURE CATEGORY 4Cs BRAND FUNNEL ANALYSIS -1 27 67 -3 69 83 -5 0 66 24 5 9 -1 23 71 -3 65 84 -2 HACER 0 -2 -17 0 54 10 Favourite -1 10 1 brand Most frequent brand 0 15 2 Consumed 27 6P4W1 Trial 67 0 23 Consideration -2 69 30 Prompted -1 HACER 83 awareness 37 0 0 Total mentions 66 24 Top of Mind 24 4 0 0 5 9 10 PLANIFICAR 9 23 71 25 69 65 84 71 83 0 54 0 40 10 6 VERIFICAR PLANIFICAR ACTUAR Total mentions Top of Mind 10 15 VERIFICAR Favourite brand Most frequent brand Consumed P4W Trial Consideration Prompted awareness COMPANY 2 2 4 6 3 4 ACTUAR 4 0 1 2 CONSUMERS 2 4 6 23 14 56 30 37 57 77 0 24 0 33 4 8 WHAT SHOULD WE DIAGNOSE? KEY TOOL CULTURE CATEGORY 4Cs DIAGNOSTICS COMPANY CONSUMERS DIAGNOSING THE BRAND CULTURE CATEGORY 4Cs BRAND HEALTH ANALYSIS Brand Power Image profile Sentiment Brand performance COMPANY CONSUMERS DIAGNOSING BRAND HEALTH CULTURE CATEGORY 4Cs 1. BRAND POWER COMPANY BRAND POWER SALIENCY MEANINGFULNESS DIFERENTIATON Kantar tool that measures the predisposition of people towards the Brand based only on their perceptions CONSUMERS DIAGNOSING BRAND HEALTH CULTURE CATEGORY 4Cs 1. BRAND POWER Meaningful Salient Differentiated COMPANY CONSUMERS DIAGNOSING BRAND HEALTH CULTURE CATEGORY 4Cs BRAND IMAGE >> Which of these brands..? >> Please select all the brands you think this applies to COMPANY CONSUMERS / = Significantly higher/ lower than previous time period at the 95% confidence level DIAGNOSING BRAND HEALTH CULTURE CATEGORY 4Cs SENTIMENT: SOCIAL LISTENING COMPANY CONSUMERS CULTURE CATEGORY DIAGNOSING BRAND HEALTH: SHARE Distributors Panel: POS perspective Home panel: Shoppers perspective Ev olution of sales and trends. Analysis of reasons (distribution, price, Rate of sale). Shopping trends Profile of shopper households. Brand loyalty and shifting Home penetration 4Cs COMPANY CONSUMERS CULTURE CATEGORY DIAGNOSING THE BRAND PLAN 4Cs COMPANY CONSUMERS CULTURE CATEGORY DIAGNOSING THE BRAND PLAN 4Cs COMPANY CONSUMERS BUSINESS REVIEW: HOLISTIC DIAGNOSTIC BUSINESS REVIEW: TOO MUCH INFO! SELECTING KEY INFORMATION: DISTILLING THE ESSENTIAL SELECTING KEY INFORMATION: DISTILLING THE ESSENTIAL