Functional Emotional

Benefits Benefits
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Earned
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Consumer
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Strategies Tactics

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Statement Goals Retail
Paid
Media
Advertising
Tone Consumer Strategic
Story Insights Winning
Concepts Purpose Plan Innovation
Target
Creative Creative Consumer
Brief Idea Communications
Vision
NPD Communications Financials
Strategy Revenue
Production
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Launch Results
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Product
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Everything that a Business Priorities

Innovation
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Plan consumer marketer P&L

Results Program
Idea
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must know Shareholders
Budgets

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 Consumers Winning Space Marketing Plan
Strategic
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1

2
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Connectivity of Functional benefits
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brand
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Consumer Target Communicate Gray’s new “guilt free” positioning to new consumers (a)
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with customers

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brand faces? that meet the changing needs of “proactive preventers” (b)
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Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

What What Analysis Issues and Strategies Execution Plans

Focus 1 2
P&L forecast Key Issues Advertising
• Sales $30,385 1.What’s the priority choice for growth: find • Use awareness to drive trial of the new
• Gross Margin $17,148 new users or drive usage frequency among Grays. Target “Proactive Preventers”.

customers your brand

• GM % 56% loyalists? Suburban working women, 35-40.Main
• Marketing Budget $8,850 2.Where should the investment/resources Message of “great tasting cookie without the
• Contribution Margin $6,949 focus and deployment be to drive our guilt, so you can stay in control of your

Thinking Statement
• CM% 23% awareness and share needs for Gray’s? health”. Media includes 15 second TV,
Drivers 3.How will we defend Gray’s against the specialty health magazines, event signage,
• Taste drives a high conversion of Trial to proposed Q1 2014 ‘healthy cookie’ digital and social media

want does best

Purchase launches from Pepperidge Farms and Sampling
7.3" • Strong Listings in Food Channels Nabisco? • Drive trial with In-store sampling at grocery,
6.8" • Exceptional brand health scores among Strategies Costco, health food stores and event
8" Early Adopters. Highly Beloved Brand
among niche.
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
sampling at fitness, yoga, women’s
networking, new moms.

Gray's' 32"
5"
18"
weekly" Inhibitors and trial with new consumers and building Distribution
6" • Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
a presence at retail.
3.Build defence plan against new entrants to
• Support Q4 retail blitz with message
focused on holding shelf space during the
2.2" Norm' monthly" Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to

4"
• Low distribution at specialty stores. Poor Goals grow distribution at key specialty stores.
coverage. • Increase penetration from 10% to 12%, Innovation
• Low Purchase Frequency among most specifically up from 15% to 20% with the • Launch two new flavours in Q4/15 & Q4/16.
4x"per"year" loyal. core target. Monitor usage frequency Explore diet claims, motivating and own-
2" 45"
Risks
• Launch of Mainstream cookie brands
among the most loyal to ensure it stays
steady.
able.
Competitive Defence Plan

0" 1x"per"year" (Pepperidge Farms and Nabisco).

• De-listing 2 weakest skus weakened our in-
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
store presence core target. Drive trial from 15% to 20%. merchandising, locking up key ad dates,

Gray's" Norm" Dad's" • Legal challenge to taste claims

Opportunities
Close distribution from 62% to 72%.
• Hold dollar share during competitive
BOGO. TV, print, coupons, in-store
sampling.
• R&D has 5 new flavors in development. launches. Grow 11% post launch gaining up • Use sales story that any new “healthy”
• Sales Broker gains at Specialty Stores to 1.2% share. Target zero losses at shelf. cookies should displace under-performing
• Use social media to convert loyal following. and declining unhealthy cookies.

What your
5
Analyze competitor 3
Marketing
Performance does best Plans
Result Opportunity How we
Annual Marketing Plan
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Strategy triggers the consumer to St

Analysis Issues and Strategies Execution Plans
will com

4
municate
Marketing
to custom
ers
P&L forecast
• Sales
• Gross Margin
• GM %
• Marketing Budget
$30,385
$17,148
56%
$8,850
Key Issues
1.What’s the priority choice for growth: find
new users or drive usage frequency among
loyalists?
2.Where should the investment/resources
Advertising
• Use awareness to drive trial of the new
Grays. Target “Proactive Preventers”.
Suburban working women, 35-40.Main
Message of “great tasting cookie without the

Execution
• Contribution Margin $6,949 focus and deployment be to drive our guilt, so you can stay in control of your
• CM% 23% awareness and share needs for Gray’s? health”. Media includes 15 second TV,

move along the buying journey consu

Drivers 3.How will we defend Gray’s against the specialty health magazines, event signage,

Gray’s
• Taste drives a high conversion of Trial to proposed Q1 2014 ‘healthy cookie’ digital and social media

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Purchase launches from Pepperidge Farms and Sampling
7.3" • Strong Listings in Food Channels Nabisco? • Drive trial with In-store sampling at grocery,
6.8" • Exceptional brand health scores among Strategies Costco, health food stores and event
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needs, technologies, trade barriers,
gentler cleaning
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Brand Home Explainer Search Social Influencer Sales Trade

years, things can get on top of you and you can quickly lose the wonderful
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www.grays.com

Uniqueness 38 22
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A brand is a concise description of an idea that projects the desired reputation
for a company, products, or services in ways that benefit a business. 

brand
The brand idea projects a consistent promise, tells the brand story, showcases innovation, helps consumers at the purchase
moment, and delivers satisfying consumer experiences. Over time, the business can use the brand idea to move consumers to
see, think, feel, act, and influence others in ways that build a bond with consumers. The brand idea aligns everyone who works
on the front line or behind the scenes, so everyone knows their role in adding value to the brand. A brand is an investment for
the business to create a market impact that commands more power and a performance result that drives more profit.
 Process for how to write a marketing plan
Summarize drivers & inhibitors currently facing Use strategic questions to help you frame
1 • Market: Macro view, economic indicators, 2 brand, then risks and opportunities for future. 3 the key issues facing your brand.
consumer behavior, technology, political
Start with a • Consumer: Target, buying habits, trends, Drivers Inhibitors Strategic ThinkBox Questions
deep-dive consumer enemies, key insights Factors of strength or Weaknesses or friction
business inertia that accelerate slows brand down,
1 Core strength your brand can win on?
• Channels: growth channels, major customers,
review to look available tools and programs your brand’s growth. leak to fix
2 Connectivity of consumers to your brand?
at every area • Competitors: Performance, positioning, Opportunities Threats
surrounding innovation, pricing, distribution, perceptions. Changing consumer Competitor launch,
3 Current competitive position?
the brand. • Brand: Funnel, reputation, tracking results, needs, technologies, trade barriers,
channels, legal customer preference.
4 Business situation that your brand faces?
pricing, distribution, financial analysis.

Use our ThinkBox to come up with

Vision 4 specific key issues and strategies
5
Key Issues Strategies
Put everything
Forecast Issues 1. What’s the priority for growth: 1. Drive trial by advertising
together into driving new users or driving Gray’s “stay in control”
our Marketing frequency among current users? positioning
plan on a page
2. How do we fix the distribution 2. Fix Gray’s distribution gaps
including the Strategies Execution gaps to add to Gray’s with a sales force blitz at
vision, key momentum? mass and drug
Analysis
issues, goals
3. How to defend Gray’s against 3. Attack Nabisco’s ‘healthy’
strategies and the proposed Q1 2020 ‘healthy credibility by having 60%
execution plan. Goals 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.
 Brand Strategy Roadmap GRAY’S
Cookies

Vision: Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
Purpose: We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Values: Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.

Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
Promise Brand Story Innovation Purchase Moment Experience
Take control of your Real life stories to show We never sacrifice on Interrupt purchase routine We hope your weight
weight by replacing your women living “All the taste, you won’t have to to set up Grays as \the loss results empowers
favorite snack with Grays. pleasure, but no guilt.” sacrifice your cookie. better alternative. you to stay in control.

Goals: $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
Issues: 1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories?

Strategies Build community of Become alternative to Leader of healthy Explore entering new
Brand Lovers mainstream cookies cookie segment food categories

• Social Media to connect with • Drive penetration using • Dominate every store shelf • Build “guilt free” idea
Tactics brand fans advertising & nutritionist PR • Attack competitive entries • Innovation focused on
• Surprise and delight program. • Attract new users to Gray’s • Leverage influence of brand new segments
to most loyal • New flavor launches lovers • Early trial with brand
• Geographic expansion lovers
 Strategic marketing plan 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.
 Build a marketing plan 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

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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
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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 Stated in percent
• New master brand advertising to project brand idea. Heavy up on in-store sampling. Launch into cookies and
ownable for Gray’s. Peloton contest crackers. Explore product innovation into convenience packs.
• Gain displays for back-to-school promotional lunch program. 2 ct sample

Brand Communications beloved brands

Innovation Plan beloved brands
Selling / Retailing
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Competitive Defense
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Merchandising
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Promotions Plan
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Competitors Plan
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Market Research
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Our Marketing Plan template has all the PowerPoint slides you need to run your brand
The bridge from the marketing plan to execution
Use our brand idea map to drive Use specific execution plans to steer
1 consistency by organizing how the brand 2 those working on your brand: 3
shows up at all 5 consumer touch-points. communication, innovation, selling
Consumer Brand Communications Plan Use a
Brand Brand Communications Strategy:
creative brief
Idea • Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move
to focus your
consumers from consideration to trial and steal competitive users.
Target Market:
• “Proactive Preventers”. Suburban working women, 35-40, who want to stay healthy.
creative
Brand Idea: advertising
• Grays are the best tasting yet guilt free pleasure.
Brand Consumer Main Benefit:
and media
Promise Experience • Guilt free cookie that tastes so good that you can stay in control of your health. decisions
Brand Purchase Support Points:
Story Moment • Gray’s matched leaders on taste, only 100 calories and 3g of net carbs.
Innovation • 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds.

Packaging Ideas Culture & What do we want consumers to think, do or feel? Desired Response:
• Try Grays to see if you like the great taste.
Logo/Slogan Operations Media Options:
• Main creative will be TV 15-second spot, with specialty health magazines, event
Advertising Sales signage and in-store sampling. Carry the idea into digital, social media and a website.
& Media Product & Retail
Development

Build a sales plan to align with and support Use an innovation process to capture new Find smart, creative marketing
6 your sales team. Bring tools that will close 5 ideas, build a pipeline, evaluate using our 4 communications using our creative
the sale at the purchase moment. checklist and build launch plans. checklist to focus the feedback.
 What is your
What is your business
competitive situation?
situation?

Use our
How tight is the

Strategic bond with

consumers?
Strategic
ThinkBox
1 Core Strength

ThinkBox What is your

brand’s core
strength?
2

4
Consumer
Competitor
Situation
to look at the situation and unique
circumstances facing their brand
Use each question to figure where you
want to be, where are you now, and what
you need to get where you want to be
 Think before you execute
Execution PlayBox
Strategic A See B Think/Feel C Trust
ThinkBox Visualize the impact
of smart, creative
Balance logical and
emotional to make
Believe and follow
your gut instincts.

solutions execution decisions Convince others.

Our Strategic ThinkBox helps assess the Our Execution PlayBox keeps you on strategy, and forces you to see,
situation and unique circumstances facing think, feel and trust your instincts as you make decisions on advertising,
their brand to decide where to go next. new products, go-to-market, retail, and the consumer experience.
 Brand positioning statement process
Define a focused ideal target profile with Use our cheat sheets to understand the
1 insights, enemies and buying patterns.
2 Benefits Ladder
3 Functional and Emotional benefits.

Use our
Benefits Emotional benefits How it works Money Smarter Healthy Family Business
Functional
Ladder to Benefits Execute Experience Sensory Status Connect Simplify
move from Functional benefits
features to
rational and Emotional Knowledge Self assured Control Noticed Liked
Product features Benefits
emotional Fits Values Free Feel myself Comfort Optimistic
benefits
Ideal Target

Summarize your winning positioning statement in a Then sort through possible benefits to Build a cluster of benefits to set up
6 5
space that is unique, ownable motivating to the end user find those that are most motivating to 4 a brainstorm of potential functional
consumers and ownable for your brand. and emotional benefit statements
Target
market
Functional Statements
Main • I get a low calorie low fat treat.
message “I get…” • I get a cookie made of all natural ingredients.
• I get a great tasting cookie, as good as my current
• I can replace my current favorite cookie
Emotional Statements
Support
points • I feel in control of my weight and health
• I feel safer in snacking on this cookie
“I feel…” • I feel less guilt about an indulgence
• I like to know how many calories I eat each day
 A brand idea captures consumers while organizing
your team to deliver greatness on the brand’s behalf
Consumers quickly
2 decide whether to Consumer
connect to a brand 3
idea within 7 seconds
Brand Brand Brands must drive consistency
Soul 1 Idea using the brand idea to
organize how you show up at
Your brand idea helps all 5 consumer touch-points
simplify your brand message Consumer
as an outward expression of Brand Brand
the inner brand soul for what Idea
you want your brand to be 5
Brand Consumer
Based on Promise Experience
their personal Brand Purchase
Story Innovation Moment
A brand finds its equilibrium when the experiences, Packaging
Ideas
Culture and
6 Brand Idea impacts a brand reputation consumers form Logo/Slogan Operations

to perfectly match up to the brand soul a reputation they Advertising

Product
Sales
and Retail
and Media
spread to others. Development

Soul = Brand Idea = Reputation

To be consistent at every consumer
4 touchpoint, the Brand Idea organize
every function behind your brand
 Example of a brand idea map for a consumer brand
Brand
Consumer The best
tasting yet guilt

GRAY’S
free pleasure so
you can stay in
control of your Cookies
weight

Brand Brand Innovation Purchase Happy

Promise Story Ideas Moment Experiences
Take control of your Real life stories that show We never sacrifice on taste Interrupt purchase routine Celebrate weight loss
weight by replacing your women living “All the so you won’t have to to set up Grays as the results to empower you
favorite snack with Grays. pleasure. None of the guilt.” sacrifice your cookie. better alternative. to stay in control.

Packaging Advertising Product Sales Culture and

Logo/Slogan and Media Development and Retail Operations
 Brand
idea
How to use your
External story Internal story
brand
idea
to inspire the internal and Logo/Packaging Values/Culture
external sides of the brand Sales Materials Innovation
Communications Service
Customers

Consumers Team
 Use your brand idea to organize everyone who
works behind the scenes of the brand
Consumer
Brand The
idea Brand

Brand Top-to-top Sales Experience Problem Customer Back room

R&D Shipping
Story servicing Team Delivery Solvers Service team
Use your brand idea to organize how the
brand shows up in every media choice
Consumer
Brand The
idea Brand

Paid Media Earned Media Owned Media Shared Media

 Use the brand idea to steer the
creative advertising and media

Creative Brand Media

Idea idea Planning

Creative Idea
J F M A M J J A S O N D

TV TV TV

PR PR
Master brand
anthemic Digital Facebook Twitter
campaign
Event Event Sampling

In Store Displays
Sub-brand Sub-brand Sub-brand
campaign campaign campaign Facebook Weather Facebook Twitter YouTube
 Using the brand idea, consumer insights and
positioning statement to form a brand concept
Brand Idea Main headline should
capture the brand Idea
Best tasting
yet guilt free
pleasure so you Use customer
can stay in
control of your
weight
Guilt free pleasure with Gray’s Cookies insights or enemy to
captivate customers
Do you feel guilty when you stick your hand in the cookie
Insight Statement jar? Wouldn’t it be great if you could just sneak a cookie
(Connection Point) without worry that you have gone off your diet?
“I have tremendous will-power. I work out 3x a The promise
week, watch what I eat to maintain my figure. Gray’s Cookies are the best tasting yet statement brings
But we all have weaknesses and cookies are guilt free pleasure so you can stay in main customer
mine. I just wish they were less bad for you”
control of your health.
benefit to life
Brand Positioning
That’s because Gray’s is low in fat and calories, yet still
tastes great. In blind taste tests, Gray’s cookies matched
the market leaders on taste, but has only 100 calories, with
Use 2g of fat and 3g of sugar. In a 12-week study, consumers
support using Gray’s once a night as a dessert lost 10 pounds.
Support points with two
visual to
reasons to believe
summarize Try Gray’s Cookies and find GRAY’S
concept your way to stay healthy Cookies

Motivating call-to-action, to
help prompt purchase intent
 UGLY BRIEF

Too many Creative brief GRAY’S

strategic
objectives
Creative brief
Why are we advertising
Use our brand purpose to drive trial from mainstream cookie Cookies
consumers, with a competitive attack on mainstream cookies,
to get consumers to think our cookie is the best and build a
bond with early adopters, and influence their friends.
Too many
Dissecting the
Why are we advertising
Targets About our consumer About our brand
Advertise Gray’s new “guilt free” positioning to get new “proactive preventer” consumers to move
everyone them from consideration to trial resulting in increased share. messages
good and bad of the About18-65,
our
Our target
new consumer
Main message
About
Gray’s are our brand
No consumer
consumers, current consumers,
Brand
the modern
Book
cookie, with the benefit of being

creative
employees, & retailers. They shop at food, drug, only 100 calories and less than 2g of fat. Emily Gray

enemy Our
mass, club. They eat 14.7 cookies/month. Primary
shopper makes decision to try. Potential for kids to
target Main
started the company and is a well-known influencer.
message
Random
use. Back to school timing could work.
“Proactive Preventers,” suburban working
Support
WithGray’s
points
Gray’s Cookies,
cookies you can do by
are recommended what youand
doctors
support
moms, 35-40, who areProblem
Business willing to do whatever it wantpharmacist.
and stop Plenty
feelingof guilty
before over eating
& after a bringing
photos, points
takes to stay ourcookie.
consumer testimonials to life. Over 70% prefer
Gray’s market sharerun,
healthy. They workout
is relatively andheld
small, eat back by damn
Gray’s to Dad’s. Gray’s have been made in America
right. For many, food cantrial,
be and
a stress-reliever
Data but low awareness, loyalty. Usage not on par

brief
since 1993. All natural. Highest fiber count.
and escapewitheven for people
mainstream who watch what
cookies. Support points
no insights they eat. Brand Ideamatched the market leaders
Consumer Insights
Grays Cookies
Everyone loves Grays. Premium Cookies with great
on taste, but only has 100 calories and 2g of
No brand
Moment Gray’s
of product taste drives high trial (50%)
accelerated needs
compared to other launches (32%). Consumers only
taste. Most preferred, highest fiber, doctors
carbs. In a 12-week
recommend. At yourstudy, consumers
grocery store. using idea
40th birthday, going on vacation, spring coming,
eat 9.4 times per month compared to 18.3 times for Gray’s once a night lost 5 lbs.
new year’stheresolution, tighter clothing.
category leaders. Mandatories
Unwilling Avoid humor as a sarcastic tone will not work with Laundry
line-by-line
Brand Idea Preference is for real testimonials,
target/subject.
to be honest Whatenemy
Consumer’s does our consumer think now? Gray’s are the
supported bybest tasting
before yetusing
and after, guilt-free
our celebrity. list of
TemptationGray’s has 35% awareness, 9% penetration. Over
and guilt when they cheat.
425 say they like the taste. Consumers eat
pleasure so you can stay in control brand
Must
first
show
five
90-day
seconds.
guarantee.
Use celebrity
Show of your
name in
spokesperson. Set in a
mandatories
mainstream cookies 13.4x per month, but Gray’s health and mind.
pharmacy. Add AMA seal for authority.
Consumer Insights
consumers only use 3.6x per month.
Once consumers cheat on their diet, it puts their Brand Assets
Tries to do Whatat
whole willpower dorisk.
we“Once
want consumers
I give in to a to do?
Our ask
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too much We want
cookie, I can’t stop tomyself.
get consumers
They tasteto THINK Gray’s are
too good. signature stack of beautiful cookies, and
unique, FEEL they can stay in control,
It puts my diet at risk of collapsing. I feel so and TRY tagline “More Cookie.toLess Guilt.”
Gray’s to see if they like them. The, once they LOVE Media Choices explore
guilty.” the taste, INFLUENCE others to try. TV, 30, 15, 5. Newspaper, magazine back cover.
Tone weseparate
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Generic What does our
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our now?
consumers
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havedown-to-earth,
achieved a trusted,
small popular
using
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choice, Instagram,
honest Twitter. Explore
and down-to-earth.
YouTube, and open to any new media choices you everywhere
tone words yet friendly.
growing base of brand fans, most consumers have.
remain unfamiliar with the brand and have yet to Our ask
try Gray’s. Those few who love Gray’s, describe
 A creative brief should focus and
inspire any type of marketing execution
Strategy Creative Brief Execution

Brand Communications
Brand Plan
Communications Plan
Communications Strategy:
• Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move
consumers from consideration to trial and steal competitive users.
Target Market:
• “Proactive Preventers”. Suburban working women, 35-40, who want to stay healthy.
Brand Idea:
• Grays are the best tasting yet guilt free pleasure.
Main Benefit: Planning Activity Calendar
• Guilt free cookie that tastes so good that you can stay in control of your health.
Activities J F M A M J J A S O N D
Support Points: TV Adv. (15 sec)
Print in Health Magazines (full page)
• Gray’s matched leaders on taste, only 100 calories and 3g of net carbs. Digital Ads
Social Media Hits
• 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds. PR in health Magazines

In-store Sampling
What do we want consumers to think, do or feel? Desired Response: Event Sampling

• Try Grays to see if you like the great taste. Retail Blitz
Special Store Blitz
In store BOGO
Media Options: Display Program

• Main creative will be TV 15-second spot, with specialty health magazines, event FSI Couponing Programs

signage and in-store sampling. Carry the idea into digital, social media and a website. Communications Sampling In store Coupons

Brand
Plan

Brand Positioning Statement

 Pricing Differences by Channel We make brands stronger.
We make brand leaders smarter.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
A
% change vya -6.4% -2% +3.1% -1.9%

How marketing analytics helps uncover brand issues Avg Price on Deal
% change vya
% on deal
+/- vya
5.99
+8.3%
32%
+7 pts
6.59
-12.3%
22%
+1 pt
5.29
+1.7%
38%
+10 pts
5.49
+2.7%
20%
-2 pts
B

The Brand Love

First, look at the
A Curve
average price and change versus year ago,

Macro view of the market TheBrand

Brand Funnel Lookcolleagues
at channel performance,
for each channel. Match up the data to what the sales
are saying about the different prices for each channel.
Funnel
1 looking at major economic, 2 3 customer
Unknown B Depending strategies, distribution
on channel/brand, you should be looking at the
deal pricing, % on deal and coop ad points. Compare each of
Customer scorecards
Customer Scorecards
Customer A Scores
consumer, technology, trends. Awareness Indifferent
gaps, merchandising
the channels performance.
and compare to prior years.
Overall Sales Dollars 39

Define consumer Share of Category 11%

Distribution
Distribution gap
DistributionGaps analysis
gap analysis % dollar change +19.1%

Growth Tracking target, looking at Familiar Tops Tops Kroger

Kroger CVS
CVS Club
Club A&P
A&PSafeway 7-11
Safeway 7-11
Your Brand Share
% change
33%
+3.3 points

needs, buying Gray’s

Gray’s8 ct Choc Chip
Like It Share Index 105

Consider 8 ct Choc Chip Your brand’s avg Price $6.33

habits, growth Gray’s

Gray’s
16 ct Choc
Chip
We make brands stronger. +3.3%
% change
We make brand leaders smarter.
Price Index 125
16 ct Choc
trends and key Purchase Chip Gray’s Share of Co-Op Ads 33%

Love ItGray’s 8 ct Mint Chip % change +18%

insights. Repeat 8 ct Mint Chip

Gray’s
16 ct Mint Chip
Co Op Index
Share of Merch 25%
143

% change -2%

Loyal
Gray’s Gray’s
8 ct Lemon
16 ct Mint Chip Beloved March Index 111

Gray’s
8 ct Lemon

Summarize drivers & inhibitors To understand

Brand
brand performance
Program usehow
tracking shows brand
well you are Dissect the closest competitors by looking We make brands stronger.
We make brand leaders smarter.

6 currently facing brand, then risks 5 funnel, tracking doing

Analysis results, pricing
behind analysis, activities 4
key marketing at performance, positioning, innovation,
and opportunities for future. distribution gaps and financial results. pricing, distribution and reputation. We make brands stronger.
We make brand leaders smarter.

Drivers Inhibitors Execution Tracking

Ad Tracking Competitive
Marketmarket
Shareshare performance
Performance
60
Factors of strength or Weaknesses or friction Tracking Results Gray’s Norm • Program tracking or testing results
can compare how well the program 45
inertia that accelerate slows brand down, Aided Recall 38 62 has done against key measures.
your brand’s growth. leak to fix Unaided Recall 30 46 • You will also be able to get scores 30
that match up to the brand funnel
Opportunities Threats Brand Recognition 10 23 such as Awareness (aided,
unaided), purchase scores (share 15
Brand Link .33 .50
Changing consumer Competitor launch, of last 5 purchases) and purchase
Main Message 64 60 intention.
needs, technologies, trade barriers, 0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
channels, legal customer preference. Uniqueness 38 22
Gray's Dad's Sue's Devonshire
Purchase Intent 10 9
Your focus must change as you move up
 Our marketer must look at the situation
and circumstances facing their brand
Think, define, plan, execute and analyze
Winning

1 Strategic Strategic 2 Positioning

Thinking ThinkBox What your
consumers
What your
brand Statement
want does best
1 Core Strength
2 Consumer
3 Competitor
4 Situation What your
competitor
does best
Measuring the brand love, to determine the
love, power and profit progress of the brand Marketing
Brand Plan
Plan GRAY’S
Cookies
Brand Vision: Clearly state your brand’s long-term vision statement
Use the brand funnel to measure health strategic
Analysis Strategy Execution
thinking P&L forecast Key Issues Advertising
• Brand funnels become thicker as the brand Sales
Gross Margin
$30,385
$17,148
1. What’s the priority choice for growth: find
new users or drive usage frequency among
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
GM % 56% loyalists? women, 35-40.Main Message of “great tasting
becomes more loved. It’s not just about driving Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control

Awareness particular numbers but about moving them from

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
Drivers
one stage to the next. • Taste drives a high conversion of Trial to
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco? Sampling
Purchase Drive trial with In-store sampling at grocery,
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
Familiar • Awareness is never enough. Anyone can get that. • Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
1.
2.
Continue to attract new users to Gray’s
Focus investment on driving awareness and
fitness, yoga, women’s networking, new moms.
Distribution
Consideration is the point you start to see that your Inhibitors
trial with new consumers and building a
presence at retail. Support Q4 retail blitz with message focused on
• Low familiar yet to turn our sales into loyalty holding shelf space during the competitive
brand idea starts to connect and move the • Awareness held back due to weak Advertising
3. Build defence plan against new entrants that
launches. Q2 specialty blitz to grow distribution at
Consider consumer.
• Low distribution at specialty stores. Poor
coverage. Goals
defends with consumers and at store level.
key specialty stores.

• Increase penetration from 10% to 12%, Innovation

Risks specifically up from 15% to 20% with the core Launch 2 new flavors in Q4/15 & Q4/16.
• Launch of Mainstream cookie brands

Purchase • To drive trial you need to gain consideration first (Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
(the brain) and then you need to move the •
store presence
Legal Challenge to tastes claims
consumer towards purchase and through the
Repeat Opportunities
• R&D has 5 new flavors in development.
experience.
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
Explore diet claims.
Competitive Attack Plan
•
Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
core target. Drive trial from 15% to 20%.
key ad dates, BOGO. TV, print, coupons, in-store
Focus for sales is to close distribution gaps
going from 62% to 72%.
sampling.
Use sales story that any new “healthy”
•

Creative Brief
• Sales Broker create gains at Specialty Stores Hold dollar share during competitive launch.
Continue to grow 11% post launch gaining up cookies should displace under-performing
• Explore social media to convert loyal
to 1.2% share. Target zero losses at shelf. and declining unhealthy cookies.
following.
Loyal • To drive loyalty (the heart) you need to create
experiences that deliver the promise and use tools
to create an emotional bond with the consumer.

5
Marketing 3
Marketing
Beloved Brands
The playbook for how to build a
brand your consumers will love.
✓
✓
✓
✓
✓
✓
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Analytics The playbook for how to create a
brand your consumers will love
Plans
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1
Beloved Brands is available on Amazon and Apple Books

4
Marketing
Execution
 Winning

Strategic
1
Strategic ThinkBox What your
customers
What your
brand 2
Positioning
Thinking 1

2
Core Strength
Consumer
want does best
Statement
3 Competitor
4 Situation What your
competitor
does best

Measuring the brand love, to determine the

love, power and profit progress of the brand
strategic
thinking Our Beloved Brands
Use the brand funnel to measure health Marketing Plan
Brand Plan GRAY’S
Cookies

marketing
Brand Vision: Clearly state your brand’s long-term vision statement
• Brand funnels become thicker as the brand
Analysis Strategy Execution
becomes more loved. It’s not just about driving P&L forecast Key Issues Advertising
Awareness particular numbers but about moving them from Sales
Gross Margin
$30,385
$17,148
1. What’s the priority choice for growth: find
new users or drive usage frequency among
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
GM % 56% loyalists? women, 35-40.Main Message of “great tasting
one stage to the next. Marketing Budget
Contribution Margin
$8,850
$6,949
2. Where should the investment/resources
focus and deployment be to drive our
cookie without the guilt, so you can stay in control
of your health”. Media includes 15 second TV,
CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital
Familiar • Awareness is never enough. Anyone can get that. Drivers
• Taste drives a high conversion of Trial to
3. How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
and social media

Sampling
Consideration is the point you start to see that your Purchase
from Pepperidge Farms and Nabisco?
Drive trial with In-store sampling at grocery,
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
brand idea starts to connect and move the • Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms.
Consider

Adopters. Highly Beloved Brand among niche.
consumer. Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak Advertising
2. Focus investment on driving awareness and
trial with new consumers and building a
presence at retail.
3. Build defence plan against new entrants that
training
Distribution
Support Q4 retail blitz with message focused on
holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution at

Purchase • To drive trial you need to gain consideration first • Low distribution at specialty stores. Poor
coverage.
(the brain) and then you need to move the Risks
• Launch of Mainstream cookie brands
Goals
defends with consumers and at store level.
key specialty stores.
Innovation
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core Launch 2 new flavors in Q4/15 & Q4/16.
Explore diet claims.

Repeat consumer towards purchase and through the •

(Pepperidge Farms and Nabisco).
De-listing 2 weakest skus weakened our in-
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
Competitive Attack Plan
• Increase awareness from 33% to 42%,
experience. •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store
Opportunities Focus for sales is to close distribution gaps
Loyal • To drive loyalty (the heart) you need to create •
•
R&D has 5 new flavors in development.
Sales Broker create gains at Specialty Stores •
going from 62% to 72%.
Hold dollar share during competitive launch.
sampling.
Use sales story that any new “healthy”
cookies should displace under-performing
experiences that deliver the promise and use tools • Explore social media to convert loyal
following.
Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. and declining unhealthy cookies.

to create an emotional bond with the consumer.

Marketing Marketing
5 3 teaches the best ways to think,
Beloved Brands
The playbook for how to build a
brand your consumers will love.
The playbook for how to create a

Analytics Plans
✓ How to think strategically
✓ Write a brand positioning statement
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love
✓ Make decisions on marketing execution
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1

define, plan, execute and analyze

Beloved Brands is available on Amazon and Apple Books

Creative Brief

4 Marketing
Execution

marketers think, define, plan, execute and analyze
Our marketer must look at the situation
Strategic
1 2
Thinking
Measuring the brand love, to determine the
love, power and profit progress of the brand
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Beloved Brands
Marketing
The playbook for how to build a
brand your consumers will love.
✓ How to think strategically
✓ Write a brand positioning statement
5 process, and sales plan. We teach how to make smart decisions on
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Analytics
Beloved Brands is available on Amazon and Apple Books
Our marketing flywheel teaches how the best
and circumstances facing their brand
1 Strategic Thinking: Learn to ask the challenging questions by taking
Winning
a holistic look at your brand’s core strength, competitive landscape,
Strategic Positioning tightness of the consumer bond, and business situation.
What your What your
ThinkBox customers brand
1 Core Strength
want does best
Statement
Consumer
2 Brand Positioning: Our brand positioning process starts with a
2
3 Competitor What your
4 Situation competitor
does best
consumer profile and uses a balance of functional and emotional
benefits to find a winning space that is unique, motivating, & ownable.
strategic
Marketing Plan
Use the brand funnel to measure health thinking
Brand Plan GRAY’S
Cookies
3 Marketing Plans: The marketing plan as a decision-making to guide
• Brand funnels become thicker as the brand Brand Vision: Clearly state your brand’s long-term vision statement
becomes more loved. It’s not just about driving
particular numbers but about moving them from Analysis Strategy Execution
P&L forecast Key Issues Advertising
one stage to the next. Sales $30,385 1. What’s the priority choice for growth: find Use awareness to drive trial of the new Grays.
Gross Margin $17,148 new users or drive usage frequency among Target “Proactive Preventers”. Suburban working
• Awareness is never enough. Anyone can get that. GM % 56% loyalists? women, 35-40.Main Message of “great tasting
everyone who works on the brand. Learn how to write a brand vision,
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV,
Consideration is the point you start to see that your CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital
3. How will we defend Gray’s against the and social media
brand idea starts to connect and move the Drivers proposed Q1 2014 ‘healthy cookie’ launches
consumer.
• Taste drives a high conversion of Trial to
Purchase
from Pepperidge Farms and Nabisco? Sampling
Drive trial with In-store sampling at grocery,
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
• Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms.
• To drive trial you need to gain consideration first
purpose, goals, key issues, strategies and marketing execution plans.
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and
Inhibitors
trial with new consumers and building a Distribution
Support Q4 retail blitz with message focused on
(the brain) and then you need to move the • Low familiar yet to turn our sales into loyalty 3.
presence at retail.
Build defence plan against new entrants that holding shelf space during the competitive
• Awareness held back due to weak Advertising launches. Q2 specialty blitz to grow distribution at
consumer towards purchase and through the •
defends with consumers and at store level.
Low distribution at specialty stores. Poor
coverage. Goals
key specialty stores.
experience. Risks
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
• Launch of Mainstream cookie brands target. Monitor usage frequency among the Explore diet claims.
• To drive loyalty (the heart) you need to create •
(Pepperidge Farms and Nabisco).
De-listing 2 weakest skus weakened our in- •
most loyal to ensure it stays steady.
Increase awareness from 33% to 42%,
Competitive Attack Plan
experiences that deliver the promise and use tools •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store
to create an emotional bond with the consumer. Opportunities
• R&D has 5 new flavors in development.
Focus for sales is to close distribution gaps
going from 62% to 72%.
sampling.
• Hold dollar share during competitive launch. Use sales story that any new “healthy”
• Sales Broker create gains at Specialty Stores
cookies should displace under-performing
4 Marketing Execution: Learn to write a creative brief, innovation
• Explore social media to convert loyal Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. and declining unhealthy cookies.
following.
Marketing
The playbook for how to create a
brand your consumers will love
3
!1
Plans
execution around creative communication and media choices.
Creative Brief
5 Marketing Analytics: The deep-dive business review, to assess your
brand’s performance and set up smarter strategic thinking, looking at
the marketplace, consumers, channels, competitors, and brand.
4
Marketing
Execution
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.
 Consumer
Marketing
Training
Our Consumer Marketing Training covers many different business models

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 We empower the ambitious
to achieve the extraordinary

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416 - 885 - 3911