Session 7- Brand Vision and Ambition-Brand Strategy PDF

SESSION 13 – BRAND VISION AND AMBITION BUSINESS PLAN PROCESS THINK DECIDE ACT KNOWING WHERE YOU ARE KNOW WHERE YOU ARE GOING! YOUR BUSINESS STRATEGY IS YOUR PATH TO YOUR DESTINATION BRAND VISION A clear and inspiring idea of what we want our brand to be and where we want to take it THE “MUSTS” OF A...

SESSION 13 – BRAND VISION AND AMBITION BUSINESS PLAN PROCESS THINK DECIDE ACT KNOWING WHERE YOU ARE KNOW WHERE YOU ARE GOING! YOUR BUSINESS STRATEGY IS YOUR PATH TO YOUR DESTINATION BRAND VISION A clear and inspiring idea of what we want our brand to be and where we want to take it THE “MUSTS” OF A GOOD BRAND VISION It must describe results in the mid/long term Ambitious and focused on success Full of passion WHY IS IT IMPORTANT? It pushes us to be more ambitious Helps us to assign resources to get the vision Helps alignment behind a common objective “Sir, I am here to put a Man on the Moon” BRAND VISION: HOW TO DEVELOP IT? 1, 2, 3 SIMPLE QUANTIFIABLE Summarized in just one So that w e can know whether we sentence hav e reached it 8/10 CHALLENGING BUT ACHIEVABLE INSPIRING War cry! BEAT THE BAT! Increase the Brand v olume in 2.5 million cases ov ercoming Bacardi in 5 years 2X2 IN 2020 Double sales in 2020 (2 bn GBP) Be twice the size of Ballantines or Chiv as in 2020 BRING PEOPLE TO MARS IN 2025 Elon Musk, Tesla WHAT ARE THE KEY ELEMENTS OF STRATEGY? WHAT ARE THE KEY ELEMENTS OF STRATEGY? ambition Business Objectives DIAGNOSIS strategy Choices on how to deliver those objectives Specific activations that will impact customers and consumers plan BUSINESS PLAN STRUCTURE Brand Vision Diagnosis Business Ambition: Key objectives (Volume, Sales Value, Profit) Consumer Ambition (needs to be quantified) Challenges and opportunities Key priorities KPI´s Priority / ability to invest BUSINESS PLAN STRUCTURE Diagnosis Brand Vision Business Ambition (Volume, Sales Value, Profit) Consumer Ambition (determines the strategy we are following) ESTABLISHING OBJECTIVES TOP DOWN APPROACH BOTTOM UP APPROACH 21 ESTABLISHING OBJECTIVES TOP DOWN APPROACH BOTTOM UP APPROACH 22 SMART OBJECTIVES 23 FROM BUSINESS AMBITION TO CONSUMER AMBITION Change in consumer behaviour that will result in our business objectiv e (sales and profit) Needs to be quantifiable, eg. Increase frequency+ 1 drink/month amongst 500K consumers CONSUMER GOAL LINKED TO STRATEGIC PRIORITIES EXAMPLE FREQUENCY Increase presence in “impulse” channel Enter new occasions with different formats Deseasonalize CONSUMER GOAL LINKED TO STRATEGIC PRIORITIES EXAMPLE PREMIUMIZATION Reinforce product image and superior quality Increase prices in standard v ariants Innovate to generate Premium v ariants CONSUMER GOAL LINKED TO STRATEGIC PRIORITIES EXAMPLE RECRUITMENT Establish the figure of the Captain as a unique differentiated icon Generate “Word of mouth” with the Captain present in unexpected ev ents Product trial associated to a new ritual BUSINESS PLAN STRUCTURE Brand Vision Diagnosis Business Ambition (Volume, Sales Value, Profit) Consumer Ambition (determines the strategy we are following) Challenges and opportunities Jobs to be done KPI´s Priority / ability to invest GROWTH DRIVERS: HOW TO SELECT THEM? Effect Efficiency Sufficiency “holistic” approach GROWTH DRIVERS: RELATED TO THE CONSUMER JOURNEY GROWTH DRIVER SELECTION: EXAMPLE MAGNUM Consumer Goal: Make 20,000 current Magnum consumers go from not consuming Magnum in Winter to having it at least three times this Winter Strategic context Consumers associate the consumption of ice-cream on stick with Summer (80% is consumed during July and August) In Winter people consume ice-cream (ball ice cream) mainly as a dessert. Jobs to Be Done KPI´s Demonstrate that also during Winter Magnum can be a perfect dessert 20% consumers between 25 -35 agree with the sentence “Magnum is a delicious dessert any time of the year” GROWTH DRIVER SELECTION: EXAMPLE MAGNUM A.- on-trade activ ities targeting post dinner (menú and promotion) C.- Print campaign: Magnum as good as coffee B.- TV campaign during Winter time D.- Visibility, promotion and education in target outlets next to “ball” ice cream GROWTH DRIVER SELECTION: EXAMPLE RED BULL Consumer Goal: Recruit 250.000 energy drinks consumers between 13 and 19 years old Strategic context Jobs to Be Done KPI’s Red Bull sis still the leader in energy drinks; however, amongst teenagers there are other brands sucha s Monster, which are their first option Make a new generation of teenagers fall in lov e with Red Bull Significant increase in “Brand I ’d recommend amongst teenagers ” entre adolescentes (Millward Brown) GROWTH DRIVER SELECTION: EXAMPLE RED BULL A.- On-trade promotion C.- Red Bull ev ents sponsorship B.- Video on demand campaign and social networks D.- Visibility and promotion in Off trade GROWTH DRIVER SELECTION: ONE IS USUALLY NOT ENOUGH EXAMPLE: GIN “X” Business Objective: +4% v olume + 6% sales + 7% Profit Consumer Objective: Premiumize the brand to increase income per ml by 2 percentage points Opportunities/ Challenges STRATEGIC PRIORITIES The brand shows signs of wear out Renew brand image bringing it up to date and refreshing its positioning. Growth of premium gin Greater support of the most premium variants Gin tonic consumption during the day is increasing in top outlets On-trade plan on “aperitivo”(distribution, visibility y and trial) in premium outlets KPI´S Investment priority (%) “Cool and trendy brand” (from 9% to 12%) by end FY (60%) Change the brand mix from 60%/40% to 70%/30% in premium variants (15%) “the best aperitive” rating from 18% to 23% (25%)