BRAND PLAN

Market Overview
SWOT Analysis
Brand Vision
Strategic Intent and Goals
Portfolio Position
Brand Positioning Statement
Brand Architecture
Business Objectives
Marketing Objectives
SIA (Strategy In Action)
 Objective setting and strategy definition

Situational/SWOT
Analysis

Key Issues

Strategic Intent

Business Objectives

Marketing Objectives

Strategy Definition

Action Planning
 THE BRAND PLAN PUT IN CHART
WAY

Situational SWOT Analysis

Key Issues

Portfolio Position

Strategic Intent

Business Marketing Objectives

BPS Key Vision

Communicatio
Communication Innovation Promotion Customer
Pricing
n Plan Plan Plan Plans

Marketing
Activity Plan CCP
Budget
 BRAND PLANNING
Sit. Analysis : Where are we?

Objective : What do we want to achieve?

Strategy : How are we going to achieve that?

SIA : What actions are we going to make

it come true?

Review : What have we achieved so far?

 SITUATIONAL ANALYSIS
Market Overview:
Market size in volume and value
Growth rate and trend (social, economic and political
impact)
U&A, unmet needs
Consumer profile
Segmentation
Price index
Innovation and technologies
Distribution channels and trade margin
 SITUATIONAL ANALYSIS
Portfolio Performance Review:
Historical sales performance by
nation/regions/cities/channels
SOS and SOV
Market share by value and volume by variant and SKU
Brand awareness and brand usage
Competitors review
Portfolio performance versus target
 SWOT ANALYSIS
Strengths Weaknesses Opportunities Threats

Market

Competition

Product/Range

Brand Image

Advertising/
Communication

Distribution (on-
premise)
 SWOT ANALYSIS (cont) AND KEY ISSUES

Strengths Weaknesses Opportunities Threats

Distribution
(off-premise)

Supply Chains

Internal
Organisation

Key issues

1) Hyper activity from Pepsi at the point of sale

2) Increased advertising expenditure from competition
3) Emergence of sport and energy drinks threatening to become new ‘mood’ drinks
4) Need to make choices and select areas/channels which will provide best return on investment
 BRAND VISION

A statement of the brand’s overall purpose or long-term

intent. It should be:
Visionary
Inspiring
Achievable in the long-run
True to the virtue of the brand
Managing the portfolio - strategic analysis matrix

H Invest for Invest to Invest

dominance challenge selectively
Market Attractiveness

Invest Invest/Manage Invest

selectively for cash selectively/Divest
M

Manage for cash Manage for cash Divest

L
H M L

Competitive Position
 STRATEGIC INTENT

BRAND VISION

GOALS

STRATEGIES

DISTRIBUTION
BRANDING R&D
 Business objectives
Strategic Intent
Business Objectives

Volume Sales

Value Sales

Gross Profit …. which means growing

twice as fast as the market
Earning Before …. which means …%
Income Tax growth over 3 years

Trading Results
Business Objectives
2006
2007AP
Actual
Volume

Gross Profit

EBIT
Trading
Results
 Marketing objectives
Strategic Intent
Marketing Objectives

Market Share

Awareness

Trial Business Objectives

2006
2007 AP
Repeat Purchase Actual
Volume
Weight of Purchase
Gross Profit
Distribution Coverage
EBIT

Trading Results

Marketing Objectives
- Market share from …% to …%
- Increase consumption
frequency
Setting marketing objectives

Consumer Research

Brand Awareness (%)

Brand In-Home (%)
Ever Tried (%)
Brand Used:
All of the Time (%)
Most of the Time (%)
Occasionally (%)
Stopped Using (%)

Market Share (%)

Target Market Share (%)
 Strategy definition - marketing mix

Product Price

Product/packaging
Absolute price levels
improvements
Relative to competition
New product launches
Price increase
Cost reduction

Promotion Place

Communications plan
Channel development
Promotional activities
Customer plans
Visibility at outlets
 SIA – COMMUNICATION

Key Issues Objectives/Strategy

1) Increase in competitive Boost image and top of
advertising pressure
mind through increased
2) Emergence of new activity in advertising,
sports/energy drinks
P.R, brand activation

Actions
Area

Activity

Actions

Timing

Budget DME

Who
 SIA – INNOVATION

Key Issues Objectives/Strategy

Actions
Area

Activity 4 Quarter Plan

Actions

Timing

Budget

Who
 SIA – PRICING

Key Issues Objectives/Strategy

Actions
Area

Activity

Actions

Timing

Budget

Who
 SIA – PROMOTION

Key Issues Objectives/Strategy

Actions
Area

Activity

Actions

Timing

Budget

Who
 SIA – DISTRIBUTION

Key Issues Objectives/Strategy

Actions
Area Areas of focus

Activity

Actions

Timing

Budget

Who
BRAND POSITIONING STATEMENT
Brand name
Brand consumer benefits:
Functional benefits
Emotional benefits
Brand personality
Product/Range description
Major competitor
Target consumer
Reason to believe the benefits
Packaging
Advertising property