Session 8 Brand Plan PDF

STRATEGIC MARKETING SESSION 8 – BRAND PLAN Before we start.... BUSINESS PLAN PROCESS THINK DECIDE ACT BUSINESS PLAN PROCESS DIAGNOSE SITUATION DESIGN STRATEGY BUILD BRAND PLAN WHAT SHOULD WE DIAGNOSE? external The environment The consumer and his/her relationship with the brand DIAGNOSTICS Brand pla...

STRATEGIC MARKETING SESSION 8 – BRAND PLAN Before we start.... BUSINESS PLAN PROCESS THINK DECIDE ACT BUSINESS PLAN PROCESS DIAGNOSE SITUATION DESIGN STRATEGY BUILD BRAND PLAN WHAT SHOULD WE DIAGNOSE? external The environment The consumer and his/her relationship with the brand DIAGNOSTICS Brand plan internal SELECTING KEY INFORMATION: DISTILLING THE ESSENTIAL BUSINESS PLAN PROCESS DIAGNOSE SITUATION DESIGN STRATEGY BUILD BRAND PLAN BRAND VISION A clear and inspiring idea of what we want our brand to be and where we want to take it 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) SMART OBJECTIVES 11 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 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 PROCESS DIAGNOSE SITUATION DESIGN STRATEGY BUILD BRAN PLAN WRITING A PLAN: BRINGING IT ONE LEVEL DOWN FROM JTBD TO A PLAN PENETRATION STRATEGY: 1. Establish the figure of the Captain as a unique differentiated icon 2. Product trial 3. Presence in events that generate “word of mouth” THE PLAN: 1. XXXX parties in university outlets with the Captain and the Morganettes 2. XXX sampling activities with the “treasure hunt” mechanic 3. Presence in running of the bulls and feria de Sevilla BRAND PLAN ACTIVITY CALENDAR ADAPTING TO A CHANGING ENVIRONMENT ZERO MOMENT OF TRUTH A CHANGING ENVIRONMENT BEFORE “Message” controled by brand owner NOW “Message” controled by consumer A CHANING ENVIRONMENT A CHANGING ENVIRONMENT BEFORE “Message” controled by brand owner “Media” controlled by brand owner NOW “Message” controled by consumer “Media” controlled by consumer A CHANGING ENVIRONMENT SOCIAL NETWORKS Greater audience Virality More credible and relev ant Importance of social listening A CHANGING ENVIRONMENT BEFORE “Message” controled by brand owner “Media” controlled by brand owner Focus on product or service NOW “Message” controled by consumer “Media” controlled by consumer Demand for brands/companies to do more BRAND COMMITMENT ROLE OF BRANDS GROWING DEMAND OF CONSUMERS FOR BRANDS TO BE ACTIVELY COMMITED BRAND COMMITMENT CONSCIOUS CONSUMERS 1 in 4 People in Spain would select a Brand for its support of a specific cause (similar results at global lev el) “I will select a specific brand for its support of a certain cause”” 27% consumers Source: GfK Brandfulnes s BRAND COMMITMENT CONSUMER EXPECTATIONS CONSUMERS ARE ASKING BRANDS TO... TAKE SIDES AND ENGAGE! HELP ME DO MY PART! Source: GfK Brandfulnes s BE CONSISTENT! BRAND COMMITMENT CONSUMER EXPECTATIONS CONSUMERS ARE ASKING BRANDS TO... TAKE SIDES AND ENGAGE! HELP ME DO MY PART! Source: GfK Brandfulnes s BE CONSISTENT! BRAND COMMITMENT THREE TYPES OF SUSTAIBNABILITY THE ENVIRONMENT IS A VERY IMPORTANT CAUSE... PRESERVATION OF THE ENVIRONMENT IS AN EXTREMELY IMPORTANT PERSONAL VALUE FOR 65% OF CONSUMERS Source: GfK Brandfulnes s BRAND COMMITMENT THREE TYPES OF SUSTAIBNABILITY...HOWEVER, IT’S NOT THE ONLY CAUSE ENVIRONMENTAL PRESERVATION IS AN EXTREMELY IMPORTANT VALUE FOR 65% OF CONSUMERS SOCIAL RESPONSIBILITY IS FOR 45% EQUALITY VERY RELEVANT FOR 68% SOCIAL TOLERANCE VERY IMPORTANT FOR 63% Source: GfK Brandfulnes s BRAND COMMITMENT THREE TYPES OF SUSTAINABILITY ECONOMIC SUSTAINABILITY Long term focus, good practices v s growth at any cost. SOCIAL SUSTAINABILITY Improv e the lives of the people who are touched by our Brand and Company ENVIRONMENTAL SUSTAINABILITY Improv ement in the use of resources. Help minimize (or neutralize) the impact of the business in the env ironment Source: M eaningful Brands 2019 Havas BRAND COMMITMENT THREE TYPES OF SUSTAINABILITY ECONOMIC SUSTAINABILITY Long term focus, good practices v s growth at any cost. SOCIAL SUSTAINABILITY Improv e the lives of the people who are touched by our Brand and Company ENVIRONMENTAL SUSTAINABILITY Improv ement in the use of resources. Help minimize (or neutralize) the impact of the business in the env ironment Source: M eaningful Brands 2019 Havas BRAND COMMITMENT ECONOMIC SUSTAINABILITY IN BUSINESS MODEL BRAND COMMITMENT ECONOMIC SUSTAINABILITY: SELF REGULATION BRAND COMMITMENT THREE TYPES OF SUSTAINABILITY ECONOMIC SUSTAINABILITY Long term focus, good practices v s growth at any cost. SOCIAL SUSTAINABILITY Improv e the lives of the people who are touched by our Brand and Company ENVIRONMENTAL SUSTAINABILITY Improv ement in the use of resources. Help minimize (or neutralize) the impact of the business in the env ironment Source: M eaningful Brands 2019 Havas BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY Brands that carry env ironmental sustainability in their DNA Brands that improv e their env ironmental footprint Brands that help solv e an env ironmental problem that does not necessarily affect them directly BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY: IMPROVE THEIR FOOTPRINT BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY: IMPROVE THEIR FOOTPRINT sostenible y responsable con el medio ambiente BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY: HELP SOLVE AN ENVIRONMENTAL PROBLEM BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY: HELP SOLVE AN ENVIRONMENTAL PROBLEM BRAND COMMITMENT ENVIRONMENTAL SUSTAINABILITY: HELP SOLVE AN ENVIRONMENTAL PROBLEM Price: 220$/pair (>1 bn USD) Linked to “Run for the Oceans” (1 $/km run) Commitment to manufacture all their products with recycled polyester by 2024 Fuent e: Forbes Sept 2018 BRAND COMMITMENT THREE TYPES OF SUSTAINABILITY ECONOMIC SUSTAINABILITY Long term focus, good practices v s growth at any cost. SOCIAL SUSTAINABILITY Improv e the lives of the people who are touched by our Brand and Company ENVIRONMENTAL SUSTAINABILITY Improv ement in the use of resources. Help minimize (or neutralize) the impact of the business in the env ironment Source: M eaningful Brands 2019 Havas BRAND COMMITMENT SOCIAL SUSTAINABILIT: CREATE YOUR OWN CAUSE BRAND COMMITMENT SOCIAL SUSTAINABILITY: SUPPORT A CAUSE BRAND COMMITMENT SOCIAL SUSTAINABILITY: SUPPORT A CAUSE BRAND COMMITMENT CONSUMER EXPECTATIONS CONSUMERS ARE ASKING BRANDS TO... TAKE SIDES AND ENGAGE! HELP ME DO MY PART! Source: GfK Brandfulnes s BE CONSISTENT! BRAND COMMITMENT PEOPLE PARTICIPATION PARTICIPATE THROUGH THE PURCHASE OF THE PRODUCT OR A SPECIAL EDITION ACTIVE AND CREATIVE PARTICIPATION Fuent e: Meaningful Brands, Grupo Havas 2019 BRAND COMMITMENT PEOPLE PARTICIPATION THROUGH PURCHASE BRAND COMMITMENT PEOPLE ACTIVE PARTICIPATION Zara collects in the store or from your own home the clothes you no longer need and donates them to an NGO BRAND COMMITMENT CONSUMER EXPECTATIONS CONSUMERS ARE ASKING BRANDS TO... TAKE SIDES AND ENGAGE! HELP ME DO MY PART! Source: GfK Brandfulnes s BE CONSISTENT! BRAND COMMITMENT P purpose must guide you) ITIONIN S O G (the N: ACTIV UTIO ITI C E XE PURPOSE CONSISTENCY IN TIME (activation history) S CONSISTENCY WITH THE BRAND E CONSISTENCY BRAND COMMITMENT CONSISTENCY WITH PURPOSE EVALUATING OUR PLAN: THE TEN QUESTIONS EVALUATING OUR PLAN: THE TEN QUESTIONS 1. Can our plan deliver an excellent execution? OUR PLAN: THE TEN QUESTIONS Assessing the EVALUATING plan: The 10 questions 2. Have we eliminated small complex activities? EVALUATING OUR PLAN: THE TEN QUESTIONS 3. Do we have sufficient focus on key programmes? EVALUATING OUR PLAN: THE TEN QUESTIONS 4. Do we have a plan that works “through the line” in an integrated manner? EVALUATING OUR PLAN: THE TEN QUESTIONS 5. Have we reduced to the max “nonworking costs”? EVALUATING OUR PLAN: THE TEN QUESTIONS 6. Are we addressing our activities to a broad enough target? EVALUATING OUR PLAN: THE TEN QUESTIONS 7. Are we investing sufficiently in the key “moments of truth”? EVALUATING OUR PLAN: THE TEN QUESTIONS 8. Are we focusing enough in “hot” places/people/moments? EVALUATING OUR PLAN: THE TEN QUESTIONS 9. ¿Are we clear on which are the key periods to invest? EVALUATING OUR PLAN: THE TEN QUESTIONS 10. Do we“believe” in it ?