How to build a marketing plan everyone can follow

Start with a deep-dive business review to Summarize drivers & inhibitors currently facing Use strategic questions to help you frame
1 look at every area surrounding the brand.
2 brand, then risks and opportunities for future. 3 the key issues facing your brand.
• Market: Macro view, economic indicators, Strategic ThinkBox Questions
Drivers Inhibitors
consumer behavior, technology, political
• Consumer: Target, buying habits, trends, Factors of strength or Weaknesses or friction 1 Core strength your brand can win on?
consumer enemies, key insights inertia that accelerate slows brand down,
your brand’s growth. leak to fix 2 Connectivity of consumers to your brand?
• Channels: growth channels, major
customers, available tools and programs Opportunities Threats
• Competitors: Performance, positioning, 3 Current competitive position?
Changing consumer Competitor launch,
innovation, pricing, distribution, perceptions. needs, technologies, trade barriers,
• Brand: Funnel, reputation, tracking results,
4 Business situation that your brand faces?
channels, legal customer preference.
pricing, distribution, financial analysis.

Vision Use our ThinkBox to come up with

5 4 specific key issues and strategies
Put everything Key Issues Strategies
together into our Forecast Issues
1. What’s the priority for growth: 1. Drive trial by advertising
Marketing plan driving new users or driving Gray’s “stay in control”
on a page frequency among current users? positioning
Strategies Execution 2. How do we fix the distribution 2. Fix Gray’s distribution gaps
gaps to add to Gray’s with a sales force blitz at
Analysis momentum? mass and drug

3. How to defend Gray’s against 3. Attack Nabisco’s ‘healthy’

Goals the proposed Q1 2020 ‘healthy credibility by having 60%
cookie’ launch from Nabisco? higher calories
 Marketing Plan GRAY’S
Cookies

Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Analysis Issues and Strategies Executional Plans

P&L forecast Key Issues Advertising
• Sales $30,385 1.What’s the priority choice for growth: find new users or • Use awareness to drive trial of the new Grays. Target
• Gross Margin $17,148 drive usage frequency among loyalists? “Proactive Preventers”. Suburban working women,
• GM % 56% 2.Where should the investment/resources focus and 35-40.Main Message of “great tasting cookie without the
• Marketing Budget $8,850 deployment be to drive our awareness and share needs guilt, so you can stay in control of your health”. Media
• Contribution Margin $6,949 for Gray’s? includes 15 second TV, specialty health magazines, event
• CM% 23% 3.How will we defend Gray’s against the proposed Q1 signage, digital and social media
Drivers 2014 ‘healthy cookie’ launches from Pepperidge Farms Sampling
• Taste drives a high conversion of Trial to Purchase and Nabisco? • Drive trial with In-store sampling at grocery, Costco,
• Strong Listings in Food Channels Strategies health food stores and event sampling at fitness, yoga,
• Exceptional brand health scores among Early Adopters. 1.Continue to attract new users to Gray’s women’s networking, new moms.
Highly Beloved Brand among niche. 2.Focus investment on driving awareness and trial with Distribution
Inhibitors new consumers and building a presence at retail. • Support Q4 retail blitz with message focused on holding
• Low familiar yet to turn our sales into loyalty 3.Build defense plan against new entrants that defends shelf space during the competitive launches. Q2 specialty
• Awareness held back due to weak Advertising with consumers and at store level. blitz to grow distribution at key specialty stores.
• Low distribution at specialty stores. Poor coverage. Goals Innovation
• Low Purchase Frequency even among most loyal. • Increase penetration from 10% to 12%, specifically up • Launch two new flavours in Q4/15 & Q4/16. Explore new
Risks from 15% to 20% with the core target. Monitor usage diet claims, motivating and own-able.
• Launch of Mainstream cookie brands (Pepperidge Farms frequency among the most loyal to ensure it stays steady. Competitive Attack Plan
and Nabisco). • Increase awareness from 33% to 42%, specifically up • Pre Launch sales blitz to shore up all distribution gaps. At
• De-listing 2 weakest skus weakened our in-store presence from 45% to 50% within the core target. Drive trial from launch, heavy merchandising, locking up key ad dates,
• Legal Challenge to tastes claims 15% to 20%. Focus for sales is to close distribution gaps BOGO. TV, print, coupons, in-store sampling.
Opportunities going from 62% to 72%. • Use sales story that any new “healthy” cookies should
• R&D has 5 new flavors in development. • Hold dollar share during competitive launches and displace under-performing and declining unhealthy
• Sales Broker create gains at Specialty Stores continue to grow 11% post launch gaining up to 1.2% cookies.
• Explore social media to convert loyal following. share. Target zero losses at shelf.
 Strategic choices must align to your vision and be framed
by the unique situation and circumstances you face
Our Strategic ThinkBox Our thinking tools
1.What is your brand’s core strength?
• Product, story, experience, or price? Are you lined up with it?
• Where are you investing? What has paid off or not?
• Are you communicating your core strength?
• Are you moving consumers? What is working well, or needs fixing?

2.How tight is the bond with consumers?

• Unknown, indifferent, liked, loved, or beloved?
• Consumer target, knowledge, insights, match with benefits?
• What triggers consumers to move along their journey? Gray’s Cookies Key Issues
• What does the brand funnel indicate? Penetration, frequency?
1 How do we shift Gray’s from a product-led
3.What is your competitive situation?
launch to an idea-led brand to own “guilt free”?
• Power player, challenger, disruptor, or craft brand?
• What is the unique positioning space you win with? How do we drive consideration and trial to
2
• What is the intensity of competition? Are you attacking or defending?
establish brand in the consumers mind?
• Winning battles: investment, messages, innovation, retail, location?

3
How do we defend against entry of mainstream
4.What is your business situation? cookies into good for you segment?
• Continue momentum, turnaround results, realignment, or startup?
• Wealth: sales, profits, share? Health: reputation, distribution, pipeline? How do we keep growth momentum by closing
4
• Biggest gaps that need fixing? Message, distribution, innovation? the identified gaps in distribution?
• Current drivers and inhibitors? Future opportunities and threats?
How to structure your brand strategy statements
Use our A + B + C + D method to write your strategy statements

Brand strategy statement

Advertise Gray’s “guilt free”
positioning (a) to new “proactive
preventers” (b) to move consumers
from consideration to trial (c) and
steal competitive users (d).
 How to organize the strategy page
Our A + B + C + D
method helps write GRAY’S
Cookies
your strategy objective
statements, and then Goals are a
summarize for a measurement of the
headline market impact or
performance result

List three tactical

programs, where The watch out statement
you will invest shows I am proactively
your resources. addressing the biggest
pushback type question I
could receive and I answer
it before being asked. This
helps me avoid getting the
question that could derail
my presentation.
 Build your plan presentation with a structure
that allows you to tell your strategic story
Strategic Slides Execution Slides
Marketing Plan strategy slides Marketing Plan execution slides
Creative brief
Marketing Plan GRAY’S
Cookies
Vision Sales Forecast Profit statement GRAY’S
Advertising Plan for 2022 Social Media and Search Plan for 2022 Events sampling and sponsorship for 2022 Why are we advertising
Brand Vision: First ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2030.
2021
Tempt consumers to try Gray’s Cookies because
Cookies
• To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream 2021 2022 Comments 2022 they are the “best tasting yet guilt free pleasure.”
Creative advertising plan Social and search plan Event sampling and sponsorship plan
Analysis Strategy Execution Brand Book cookie. Make Gray’s a $100 Million brand by 2030. $ %g $ %g Comments
• Strategy: Advertise Gray’s “stay in control” positioning to new
• Communications Strategy: Promote Gray’s “stay in control” • Communications strategy: Promote Gray’s “stay in control”
P&L forecast
Sales $30,385
Key Issues
1. What’s the priority choice for growth: find
Advertising
Use awareness to drive trial of the new Grays.
Forecast this year $27,354 Current latest estimate for the year. Net Sales $27,354 +24% $30,385 +11% 2 competitors launching, growth will slow to +11% “proactive preventers” to move consumers from consideration to
positioning to new “proactive preventers” to move consumers positioning to new “proactive preventers” to move consumers
About our consumer About our brand
trial and steal competitive users. Increase awareness from 22%
Gross Margin
GM %
$17,148
56%
new users or drive usage frequency among
loyalists?
Target “Proactive Preventers”. Suburban working
women, 35-40.Main Message of “great tasting
Purpose Forecasted Gains
Cost of goods sold 12,606 +22% 13,237 +5% New plant production has given lower COGS to 33% in 2022. from consideration to trial and steal competitive users. from consideration to trial and steal competitive users.
GRAY’S
Cookies
GRAY’S
Cookies

Our target Main message

Gross Margins 14,748 +27% 17,148 +16% Gross margins continue to make efficiency gains. • Creative Idea: Showcase empowering story and purpose of • Social Media: Create daily empowering stories to create an • Event Sampling: Reach our target at outdoor fitness events, Brand Book Brand Book
“Proactive Preventers,” suburban working moms, 35-40, With Gray’s Cookies, you can do what you want and stop
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
Contribution Margin
CM%
$6,949
23%
3.
focus and deployment be to drive our
awareness and share needs for Gray’s?
How will we defend Gray’s against the
of your health”. Media includes 15 second TV,
specialty health magazines, event signage, digital
and social media
• At Gray’s, our purpose is to give people the cookie they will never feel guilty about eating. We
know healthy can taste great.
• Added Awareness

• Higher trial rate

$6,565

$2,000
New consumers become aware of Gray’s

Use awareness and sampling to drive trial

GM % 54% 56%
•
how an old family recipe became a modern-day healthy cookie.
Tagline: “Women have enough guilt in their life.”
engaged group of brand fan. Focus primarily on Instagram and
Pinterest, using Hootsuite to schedule. Use key visuals, polls,
where they are thinking about their health, to get consumers to
taste the difference.
who are willing to do whatever it takes to stay healthy.
They run, workout and eat right. For many, food can be a
stress-reliever and escape even for people who watch Support points
Brand Book
feeling guilty over eating a damn cookie.

Drivers and consumer-driven photos. Grays Cookies matched the market leaders on taste, but
•
proposed Q1 2014 ‘healthy cookie’ launches
Sampling R&D 352 2% 360 +2% Holding steady R&D flavor innovation budget. Media plan • Sponsorship: Partnering with the Running Room and what they eat.
Taste drives a high conversion of Trial to from Pepperidge Farms and Nabisco? • Walmart listing $340 New food listing only has 100 calories and 2g of carbs. In a 12-week study,
Purchase Drive trial with In-store sampling at grocery, • Search: Focus content on microsite and social media around Lululemon, we are creating sponsored Gray’s running club and
Consumer’s enemy
•
•
Strong Listings in Food Channels
Exceptional brand health scores among Early
Strategies
1. Continue to attract new users to Gray’s
Costco, health food stores and event sampling at
fitness, yoga, women’s networking, new moms.
Goals • C-store listing $200 Based on success of last year’s test
Marketing Spend $7,962 +44% 8,850 +11% Spending up in line with the sales forecast.
• Main creative will be 30/60 second TV ad, supported by
magazine, event signage and in-store display.
100 keywords, related to weight loss, diet, keto, low carb, low
fat, recipes, and major holiday occasions. Build backlinks with
Gray’s yoga events across the country. Provide samples to all
participants. Use social media to connect new brand fans.
Temptation and guilt when they cheat.
consumers using Gray’s once a night lost 5 lbs.
Brand Idea
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and • New innovation $1,500 Two new flavors in Q3
Distribution • Advertising 2,507 -12% 3,300 +32% Increased budget as part of defense plan • Carry idea into digital with highly targeted display messages, key websites by getting brand fans to share on their sites. Consumer Insights Gray’s are the best tasting yet guilt-free pleasure so you
trial with new consumers and building a
Inhibitors Support Q4 retail blitz with message focused on visual assets. Use social media to engage and build a microsite. Once consumers cheat on their diet, it puts their whole can stay in control of your health and mind.
• Low familiar yet to turn our sales into loyalty
presence at retail.
holding shelf space during the competitive Goal 2021 2022 Comments • Events 1,700 +183% 1,400 -18% Focus on sampling fewer events Tracking scorecard Topics Calendar willpower at risk. “Once I give in to a cookie, I can’t stop
3. Build defence plan against new entrants that Tracking scorecard Brand Assets
• Awareness held back due to weak Advertising defends with consumers and at store level. launches. Q2 specialty blitz to grow distribution at Forecasted Declines • Instore 2,055 +106% 2,250 +9% Instore display myself. They taste too good. It puts my diet at risk of
• Low distribution at specialty stores. Poor key specialty stores. Sales $27.5M $30.38M 11% growth rate 2021 2022 Comments 2021 2022 Comments Story of our New England family recipe, our signature
• Competitive launches
collapsing. I feel so guilty.”
coverage. Goals
Innovation Share 0.8% 1.2% New triple chocolate 0.5% share
$6,514 Ipsos predicted impact on Gray’s • Trade 1,300 +73% 1,350 +4% Locking up displays Tracking scorecard Activity Calendar J F M A M J J A S O N D stack of beautiful cookies, and tagline “More Cookie.
• Increase penetration from 10% to 12%, IG Followers 200 250 Primary Social Media Yoga Events 25 200 Primary Social Media What does our consumer think now?
Risks Less Guilt.”
specifically up from 15% to 20% with the core Launch 2 new flavors in Q4/21 & Q4/22. • Lost spring displays $630 Cancelled displays to pay for defense plan • Promotion 100 -25% 50 -50% Less focus on price discounts Gray’s Norms Comments J F M A M J J A S O N D Topics Calendar Yoga Events
While Gray’s Cookies have achieved a small growing base
• Launch of Mainstream cookie brands target. Monitor usage frequency among the Explore diet claims. Distribution 62% 72% Increase coming mainly from fixing specialty. IG likes 450 600 Drive more engaging content Running events 0 100 Drive more engaging content
(Pepperidge Farms and Nabisco). most loyal to ensure it stays steady. • Discontinued flavor $430 Cutting two worst performers • Research 300 +50% 500 +67% Added tracking of two competitive launches. Aided Recall 33 52 Niche vs powerhouse brands TV 8 wks, 1000 GRPs 6 wks, 600 GRPs J F M A M J J A S O N D Running Events Always On Social of brand fans, most consumers remain unfamiliar with the
• De-listing 2 weakest skus weakened our in- Competitive Attack Plan Awareness 33% 42% Below norm, 80% among niche, 42% overall IG Comments 65 65 Maintain commentary Participants 2500 10000 Maintain commentary
• brand and have yet to try Gray’s. Those few who love
store presence
Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the Pre Launch sales blitz to shore up all distribution Brand Link 50 50 Stay within norms P Followers 70 80 Establish positioning
Weight loss
Samples 10k 50k Establish positioning
Social media
Gray’s, describe it as “equally good on health and taste.” Our ask
• Legal Challenge to tastes claims core target. Drive trial from 15% to 20%.
gaps. At launch, heavy merchandising, locking up Penetration % 10% 12% Brand promise & sampling helps drive trial. SG&A $289 -86% 989 +242%
Eating Right
Focus for sales is to close distribution gaps
key ad dates, BOGO. TV, print, coupons, in-store Main Message 65 50 Need guilt free to shine Magazine P Likes 100 120 Among core target What do we want consumers to do? Media Choices to explore
Opportunities sampling. Use sales story that any new Repeat % 4% 5% High quality taste converts high repeat
• R&D has 5 new flavors in development. going from 62% to 72%. Uniqueness 40 22 Establish positioning Exercise TRY Grays, and we know once they do, the great taste will Main creative will be 30 sec TV ad, supported by event
“healthy” cookies should displace under- Contribution Margin $6,145 +63% $6,949 +13% Gains due to production efficiency Website Organic 40 65 Focus on top 100 keywords
• Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch. win them over. signage and in-store display. Carry idea into digital, social
• Explore social media to convert loyal Continue to grow 11% post launch gaining up performing and declining unhealthy cookies. Forecast next year $30,385 CM % 22% 23% Purchase Intent 40 32 Among core target Digital Brand Fans media and build a microsite
Always On Approach Fan Backlinks 3 20 Turn engagement into sharing
following. to 1.2% share. Target zero losses at shelf.
Digital Always On Social
Tone we take with our consumers
Stated in percent
Stated in thousands of dollars Stated in thousands of dollars Website views 200 250 Maintain views A safe choice, honest and down-to-earth.
Stated in thousands

Marketing Plan on Page beloved brands

Vision Purpose
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Sales forecast beloved brands
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Social Media / Search
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Sampling / Sponsorship beloved brands
Creative Brief
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Brand Strategy Roadmap GRAY’S

Marketing Budget Key Issues and Strategies Strategy #1: Drive trial by advertising Gray’s “stay in Cookies
New Products Pipeline New Product Launch Plan: Lemon Crunch Project planning tool for Lemon Crunch Customer Marketing programs
Activities 2021 2022 Comments control” positioning Vision Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
Balance our five year product plan with a balance of six types of innovation. Use our stage-gate process to
Advertising TV production 300 100 Using 2021 TV spot Purpose We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients. continually push ideas into the pipeline. Strategic Objective Statement Customer marketing focus Customer scorecard
TV Media 2000 2400 Increased TV in Q1 to support lemon launch Values Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned. Brand Book •
• Use Lemon Crunch launch to continually launch new flavors, expanding the Gray’s line up, overall shelf presence and Project Direct sampling Retail strategy: Sales force blitz to fix Gray’s distribution gaps at
Print Production 60 40 Lemon print ads for 2022 Key Issues Strategies Strategic Objective: give loyal consumers more variety to increase our share of wallet. drug and mass to continue Gray’s momentum and strengthen Gray’s CVS Drug Scores
Print Media 220 110 Shifting to digital Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control 2022 2023 2024 2026 2027 Strategy Sampling moms to drive trial and convert to sales. market share. Overall Sales Dollars 39
• Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move consumers from Goals
Digital Production 150 300 Investment into new assets Brand Promise Brand Story Innovation Purchase Moment Consumer Experience Owner Ryan Jones • Customer Marketing: For each channel, chart key insights and main Share of Category 11%
consideration to trial and steal competitive users. Lemon Crunch Banana Chip Coffee Crisp Mocha Chip Blueberry
Digital Media 200 700 Increase to support lemon and sponsorships Take control of your Real life stories that We never sacrifice Interrupt purchase We hope your • $3 million in sales, 1.5% market share, 60% distribution within 90 days. issues. Use customer scorecards to get our fair share of % dollar change +19.1%
1. What’s the priority for growth: driving new 1. Drive trial by advertising Gray’s “stay in Team Ryan, Stephanie, Stuart merchandising. Quarterly displays at food and mass, pallet at club.
Paid Search 100 80 Goals: weight by replacing your show women living on taste, you won’t routine to set up weight loss results Your Brand Share 33%
users or driving frequency among current control” positioning favorite snack with “All the pleasure, but have to sacrifice Grays as the better empowers you to Sponsor Steve Jones
Paid Social 40 120 Building brand fans on Instagram • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage Grays. none of the guilt.” your cookie. alternative. stay in control. Taste Enhancers New Packaging Extend product life
Key issues Share pt change +3.3 points
users? Drug Channel Strategy
Talent fees 90 90 frequency among the most loyal to ensure it stays steady. 1. What needs to done to hit our launch date of Feb 1st, 2022? • $1.5 million in sales for Q2 Share Index 105
Goals • 20k samples delivered in Q2
Agency fees 100 100
Tactical Program: Goals $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. 2. How do build early hype and desire to gain attention and early trial? Drug Channel Opportunity and Where you can impact Your brand’s avg price $6.33
Single Serve • Increase awareness by 5%
Instore Co-op/Display 400 450 Aligned with sales growth 2. How do we fix the distribution gaps to add to 2. Fix Gray’s distribution gaps with a sales force Key Issues 1. How do we tighten the bond with our most loyal brand lovers?
Granola Bar Insights and Issues Risks % change +3.3%
• Ensure all programs target “Proactive Preventer”, who is 35-40 female, works out 3x a week. 3. How to fit new flavor into core message?
Merchandising 350 580 Support instore sampling events Gray’s momentum? blitz at mass and drug 2. How do we balance driving penetration and usage frequency?
Deadline In market March 20th • Insight: consumers • Opportunities: first • Gain added distribution Price Index 125
Sampling 200 480 Instore sampling
• Use “guilt free treat” message across advertising, packaging, in-store and events, which has tested as the 3. How will we defend Gray’s leadership position in the Healthy Cookie segment? Strategies • Retail calls Oct 5 see food at Drug as a mover advantage to strength, using drug to
Share of Co-Op Ads 44%
most motivating and own-able message for Gray’s. Cookie Bites convenient option. It’s use high volume complement our
4. How do we leverage “guilt free” idea across new food categories • Select sampling vendor Oct 15 not real groceries but cookies to drive grocery strength. % change +18%
Event fees 100 50 1. Establish new product to be ready for launch Milestones
• Recommend a balanced consumer marketing mix of advertising to drive positioning and sampling to drive trial. • Develop store list Dec 1st good for items you traffic into the food • Ability to capture Co Op Index 143
Events Sponsorship 25 150 Lulu test going full national Build community Become alternative to Leader of healthy Explore entering
Strategies 2. Create a launch event to drive trial • Sample production and shipping to stores forget. aisles. High volume “healthy” consumers
Public Relations 50 80 3. How will we defend Gray’s against the 3. Attack Nabisco’s ‘healthy’ credibility by having More details are outlined on the next strategy. of Brand Lovers mainstream cookies cookie segment new food categories DTC subscription Ice Cream Cookie Cereal Share of Merch 25%
3. Leverage Gray’s brand fans to get message out • Issues: How does promotions. with a “healthy”
Sampling 300 800 Expanded events plus lemon launch
proposed Q1 2020 ‘healthy cookie’ launch 60% higher calories Watch out: • Gaining retail acceptance Drug use Cookies to • Risks: ROI on promo message. % change -2%
from Nabisco? Hurdles • Achieving added display drive more volume offers at drug may • Drug more efficient
Research Product Testing 200 300 Building of the pipeline
• At this point, we believe the product taste and consumer habits around healthy eating can help drive frequency Tactics • Lining up sampling with advertising into their same store not pay out as fast as than specialty health
March Index 80
Cookie Cart
Ad Test/Tracking 200 50 No TV production for 2022 of use. • Social Media to connect • Drive penetration using • Dominate every shelf • Build “guilt free” idea • Establish production, forecasts, and then use a sales blitz to establish distribution sales? Grocery. Don’t start stores.
brand lovers advertising & nutritionist PR • Attack competitive • Innovation focused on
Budget $500,000 price war.
Insights gathering 80 100
Tactics • Surprise and delight • Continue to attract new entries new segments • New advertising, launch event, event sampling, and instore sampling.
Tracking 200 200
program to most loyal users to Gray’s • Leverage influence of • Early trial with brand • Use brand fans as advocates to share their trial experience with their network.
Stated in thousands of dollars • Geographic expansion • New flavor launches brand lovers lovers Product Product New Brand Game Blue
Extensions Improvements formats Stretching Changing Ocean

Marketing Budget beloved brands

Key Issues & Strategies beloved brands
Strategy page beloved brands Brand Strategy Roadmap beloved brands
Innovation Pipeline beloved brands
New Product Launch beloved brands Project Launch beloved brands
Customer Marketing beloved brands

Brand Communications Plan Innovation Plan Selling and Retail Plan Competitive Defense Plan Merchandising and Instore Sampling program Promotion Plan for 2022 Mapping out your competitor’s plan Marketing Research Plan
Sales Strategy: Merchandising and instore sampling activity Display programs Promotion activity
Communications Strategy: Innovation Strategy: Strategy: Market Research focus
• Fix Gray’s distribution gaps with a sales force blitz at food and drug
• Retail strategy: Sales force blitz to fix Gray’s distribution gaps at • Trial Strategy: Drive trial by emphasizing Gray’s “stay in
Nabisco 100-calorie cookie
• Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move consumers from consideration to trial • Leverage stage gate process to gain approvals and consumer acceptance. Continually launch new flavors, expanding • Build defence plan against new entrant that defends with consumers and at store level. Hold dollar share during launch • Testing: New product concepts, claims testing, new advertising testing. Shifting to a more efficient quali-quant
and steal competitive users. the Gray’s line up. Leverage 2 innovations to build the Gray’s lineup around key flavor trends . Brand Idea: and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. drug and mass to continue Gray’s momentum and strengthen control” positioning and supporting our sampling programs. Vision: ad testing method.
Gray’s market share.
• Gray’s are the best tasting yet guilt free pleasure. • Usage Strategy: Drive repeat purchases by emphasizing
Target Market: Target Market: Target: • Distribution: Use a 2-month summer sales blitz using student Gray’s “stay in control” positioning to help drive double usage
• Delicious and healthy choice cookie brand across every tempting Nabisco cookie name. • Tracking: Monthly market share reports, annual brand funnel analysis, U&A study, quarterly penetration and
• “Proactive Preventers”. Suburban working women, 35-40, who want to stay healthy. • ‘Proactive- preventers’, suburban working women, 35-40, who want to stay healthy. Shopper Target Market: • Current heavy users of Gray’s, so we can hold on to them during the first few months of the launch. Leverage the reps to reach new distribution points. Head-office presentations to frequency. usage tracking, 12-week trial and repeat for lemon launch, advertising tracking results.
Goals:
• excitement of two new launches to gain new users. “Proactive Preventers”. Suburban working women, 35-40, who do secure listings against all distribution gaps. • Gathering Insights: New product exploration, insights focus groups to gain a better understanding of our
Brand Idea: Brand Idea: “Proactive Preventers.” Suburban working women, 35-40, who want to stay healthy. • Tactics: Use 50c and 75c coupons to drive trial. On-pack
whatever it takes to stay healthy. • Increase share in the cookie category. Successfully enter one new cookie brand per year. Drive net promoter score and consumers to drive our advertising, and new product ideation.
• Merchandising: Quarterly display program at food and mass, promotion to line up with sponsorships:
• Grays are the best tasting yet guilt free pleasure. • Grays are the best tasting yet guilt free pleasure. Main consumer benefit we are promoting behind: pallet programs at club. Use clip strip of 2 pack size around stores.
strengthen usage frequency and loyalty scores.
Brand Idea • Q1: Fitness membership savings
• Guilt free cookie that tastes so good that you can stay in control of your health. Key Issues:
Main Benefit: Consumer Benefit we build behind: • Grays are the best tasting yet guilt free pleasure • Sampling: Sampling events to reach new users and support our
• Q3: Schwinn bikes
What do we want shoppers to think, do or feel?: lemon launch. Build displays with each sampling program. 1. How do we build an overall brand story to connect and develop a core base of brand lovers?
• Guilt free cookie that tastes so good that you can stay in control of your health. • Guilt free cookie that tastes so good that you can stay in control of your health. • Q4: Holiday Peloton contest
Desired response Budget breakout Activity Calendar
• Try Gray’s to see if they like the great taste. Distribution Coverage 2. How do we take the “empowering women” brand idea into new food categories?
Support Points: Support Claims: • Try Grays to see if they like the great taste.
Execution tactics J F M A M J J A S O N D
• Gray’s matched leaders on taste, only 100 calories and 3g of net carbs. • Gray’s matched leaders on taste, only 100 calories and 3g of net carbs. Walmart Costco Tops CVS Target Strategies: 2021 2022 Comments
Program NPD testing
• • 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds. • Leverage key results, planogram recos and in-store specialty merchandising team. Tracking scorecard Activity Calendar Testing 200 300 Increased NPD concept testing
12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds. 8 ct choc chip 1. Advertise Nabisco 100 calorie brand idea of “empowering women” focused on women who are frustrated by “lose and
• Pre-launch (Q4) the sales team to shore up distribution gaps. Close deals with data.
• Drive fair share of shelf, merchandising and leverage in-store sampling. gain” diet fads, to move new consumers from awareness to trial and gain share. Ad testing 200 50 No new TV
What do we want consumers to think, do or feel? Desired Response: Internal beacon to inspire the team • At launch defence plan (Q1) includes heavy merchandising, locking up key ad dates and Buy-One-Get-Ones (BOGOs). 16 ct choc chip 2021 2022 Comments J F M A M J J A S O N D Ad testing
• Sales blitz to increase distribution at specialty stores, while holding shelf space at grocery, health stores 2. Build a low-calorie innovation plan across the Nabisco cookie lineup focused against our most loyal cookie lovers, to Tracking 200 200
• Try Grays to see if you like the great taste. • Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Continue to • Marketing support (Q1) includes 15s TV ads and high frequency magazine 1/3 page ads to muddy airwaves, couponing 8 ct mint chip Penetration % 10 12 First priority for growth Fitness Centre
drive trial of new items and successfully enter new markets.
push the taste profile to ensure we are as good as the non-healthy cookies. Specific retail programs in place and in-store sampling. Gathering 80 100 Knowledge of consumers Insights
16 ct mint Repeat % 4 5 Displays as reminders
Media Options: Tactics:
Project status: • Q2 specialty blitz to grow distribution at key specialty stores. • Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Schwinn bikes
32 ct variety Units per year 3 6 Build loyalty among brand fans Stated in thousands
• Main creative will be TV 15-second spot, with specialty health magazines, event signage and in-store sampling. Carry
the idea into digital, social media and a website. • Launch Lemon in 2021, Carrot in 2022. Explore new formats and diet claims that will motivate consumer target and be • Q4 retail blitz focused on holding shelf space during competitive launches. 48 ct variety • New master brand advertising to project brand idea. Heavy up on in-store sampling. Launch into cookies and
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• Gain displays for back-to-school promotional lunch program. 2 ct sample

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Our Marketing Plan template has all the PowerPoint slides you need to run your brand
 Strategic Planning Definitions
• VISION: “Where could we be?” Put a stake in the
ground that describes an ideal state for your future. It
should last for five to 10 years to give everyone clear
direction. Write your vision in a way that scares you a
little and excites you a lot.
• BRAND PURPOSE: “Why does your brand exist?” It’s
the underlying personal motivation for why you do what
you do. The purpose is a powerful way to connect with
employees and consumers, giving your brand a soul.
• VALUES: “What do you stand for?” Your values should
guide you and shape the organization’s standards,
beliefs, behaviors, expectations, and motivations. A
brand must consistently deliver each value.
• GOALS: “What will you achieve?” Specific measures
include consumer behavioral changes, program metrics,
in-market performance targets, financial results, or
milestones on the pathway to the vision. Use goals to
set up a brand dashboard or scoreboard.
• SITUATION ANALYSIS: “Where are we?” Summarize the
drivers and inhibitors you currently face, and the threats and
untapped opportunities in the future.
• KEY ISSUES: “Why are we here?” Look at what is getting in
your way of achieving your vision. Set up the issues as
questions, using strategies to answer each issue.
• STRATEGIES: “How can we get there?” Look for market
opportunities you see with consumers, competitors, or
situations. Strategies provide clear marching orders that
define your investment in strategic program, the focused
opportunity you see, the desired market impact and
performance result that benefits your business.
• TACTICS: “What do we need to do?” Framed entirely by
strategy, tactics turn into action plans with clear marching
orders to your teams. Decide on which activities to invest in
to stay on track with your vision while delivering the highest
return on investment (ROI) and highest return on effort
(ROE) for your business.
Our marketing training will make your marketing team smarter
so they deliver their best possible performance on your brand
 Winning

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 Our marketing flywheel teaches how the best
marketers think, define, plan, execute and analyze
1 Strategic Thinking: We show how to ask the challenging questions by
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awareness and share needs for Gray’s?
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specialty health magazines, event signage, digital
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brand vision, purpose, goals, key issues, strategies and marketing

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coverage.
Risks
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key specialty stores.
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
Purchase 3 • To drive trial you need to gain consideration first • Launch of Mainstream cookie brands
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the Explore diet claims.

execution plans.
(Pepperidge Farms and Nabisco).
(the brain) and then you need to move the most loyal to ensure it stays steady.

• Dad’s fought \ declining share

• De-listing 2 weakest skus weakened our in- Competitive Attack Plan
• Increase awareness from 33% to 42%,
Pre Launch sales blitz to shore up all distribution

Repeat 2 80
consumer towards purchase and through the •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
gaps. At launch, heavy merchandising, locking up

Explore ways to leverage Love from Preventers, as early

experience. Opportunities Focus for sales is to close distribution gaps
key ad dates, BOGO. TV, print, coupons, in-store
sampling.

adopters, to influence the rest of thewith a “buy one get one free” • R&D has 5 new flavors in development. going from 62% to 72%.
0 60
market. • Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch.
Continue to grow 11% post launch gaining up
Use sales story that any new “healthy”
cookies should displace under-performing
Loyal • To drive loyalty (the heart) you need to create • Explore social media to convert loyal
and declining unhealthy cookies.
2018 2019 2020 2021
experiences that deliver the promise and Preventers
40 use tools that Overall
we decidedNorm
not to match
following. to 1.2% share. Target zero losses at shelf.

80 to create an emotional bond with the consumer.

GRAY’S Gray’s Dad’s Business

Marketing Marketing 4
Explore ways
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5
Beloved Brands
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60
adopters, to influence the rest of the market.
0

Awareness Preventers Overall Norm

Review

3
Marketing Execution: Our marketing execution training includes the
Analytics Plans
40
The playbook for how to build a
brand your consumers will love.

Gray’s needs to step up on innovation to use

creative brief, innovation process, and sales plan. We show how to
The playbook for how to create a
GRAY’S Business
✓ How to think strategically
✓ Write a brand positioning statement
20
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow brand your consumers will love
✓ Write an inspiring creative brief
Cookies Review
superior quality to gain share against Dad’s.
✓ Make decisions on marketing execution
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1
Beloved Brands is available on Amazon and Apple Books
0
Awareness

Creative Brief
make smart decisions on execution around creative communication and
media choices.
5 Marketing Analytics: We teach how to lead a deep-dive business
review, to assess your brand’s performance and set up smarter
4
Marketing
Execution strategic thinking, looking at the marketplace, consumers, channels,
competitors, and brand.
Our marketing training brings three distinct streams
based on the type of business your team manages

Every example we use is in our training is specific to the type of business

the marketers work on. The lessons bring relevant tools that can be applied
to their brand. Also, our brand books line up with the type of business.
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Marketing
Training
Our Consumer Marketing Training covers many different business models

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