Marketing Planning

Training ± Sample Material

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Why is Annual Planning Important?
The Annual Planning provides
A framework for linking strategy to execution A roadmap to a brand¶s financial goals A plan for how the brand will use marketing drivers to attain its desired objectives An opportunity to capitalize on opportunities and craft competitive responses A forum for integrating the marketing functions and geographical markets into coordinated elements of a plan

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Annual Brand Plans are Linked to Strategy
The Annual Brand plan
Translates the brand¶s long-term equity building strategy into a set of initiatives for the year Meets its immediate financial targets

Brand Vision

Year 5 Year 4 Year 3 Year 2 Year 1
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What is the Role of Brand Equity?
The Annual Brand plan: Is a 1 year snapshot of the 5-year LEAP
The test for each initiative is Is it a deposit in the brand equity bank or is it a withdrawal?

Year 5 Year 4 Year 3 Year 2 Year 1
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An Effective Annual Brand Plan Can
Balance growing brand equity with delivering financial targets Focus on improving the performance of the brand¶s key equity drivers Build strong brand equity that can power: growth-based Annual Planning initiatives and scaled back marketing spends Address any weakness in brand equity
LEAP Financial Targets

Annual Planning Development

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Who is Involved in the Annual Planning Process?
Annual Brand Planning is driven by: The brand team
With active participation from Marketing functions: (e.g. advertising, promotion, packaging, etc.) Related functions: (e.g. sales, finance, product development, etc.) Global brand team Regional HQs marketing teams Country-level marketing teams With the oversight and approval of senior management

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Annual Planning Development Phases
Brand team leads and marketing functions contribute
Goals, Initiatives and Objectives Integrated Marketing Strategy Integrated Functional Plan

Situation Assessment

Annual Plan

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Annual Planning Development Phases
Brand team tracks the progress
Integrated Functional Plan Tracking at Quarterly Meetings

Annual Plan

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