Introduction to strategic planning

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This is teaching material about strategic planning in advertising agency which I prepared for guest lecturing in Prasetiya Mulya Business School and sharing session in Depok Creative.

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Introduction to strategic planning

  1. 1. Introduction to STRATEGIC PLANNING presented by Yhanuar I. Purbokusumo
  2. 2. Yhanuar Ismail Purbokusumo Strategic Planner at Rise Indonesia (subsidiary of Lowe and Partners) Id.linkedin.com/in/yhanuar/ Twitter.com/yhanuar Facebook.com/yhanuar Brands handled as planner: Audi, Bohem, Burger King, Garuda Food, Lee Kum Kee, Vidoran, Sunpride, Wimcycle, Prasetiya Mulya, Honda Beat, Honda Scoopy, Daihatsu, Pertamina, Bank Mandiri, Campina, Dua Kelinci, etc Brands handled as creative: Coca Cola, Nestle, Mizone, CIMB Niaga, Axioo, Pfizer, Extra Joss, etc
  3. 3. Who create ads?
  4. 4. The Creative People
  5. 5. Who is behind the ad?
  6. 6. Strategic planner is a problem solver Solving client’s business problem through communication
  7. 7. COMMUNICATION STIMULUS RESPOND What can trigger the impression Desired association about something
  8. 8. TWO KINDS OF STRATEGIC PLANNER What is the respond we desire from the target audience? Brand positioning Brand Planner What is the best stimulus for the desired respond and how to deliver it? Campaign Idea & Mechanism Communication Planner
  9. 9. BRAND PLANNER’S AREA
  10. 10. COMMUNICATION PLANNER’S AREA
  11. 11. WORKFLOW IN ADVERTISING AGENCY Client Brief Research and Analysis Brand Positioning Campaign Idea Campaign Mechanism Creative
  12. 12. Client Brief Research and Analysis Brand Positioning Campaign Idea Campaign Mechanism Creative What is the business problem? Lee Kum Kee has strong brand equity as reputable icon in Chinese cooking across Chinese – Indonesian but low among ‘pribumi’ What is the campaign objective? Lee Kum Kee is willing to increase and strengthen its awareness and market share in oyster sauce through Panda brand What are the resources client have to solve the problem? Total budget HKD 4 million for integrated campaign
  13. 13. Client Brief Research and Analysis About the Brand (Source of brand credibility) •Panda is made by Lee Kum Kee, the inventor of oyster sauce •Lee Kum Kee has strong brand equity as reputable icon in Chinese cooking •Halal certificate from MUI Brand Positioning Campaign Idea About the Competition (Source of brand competitiveness) Campaign Mechanism Creative About the Consumer (Relevant consumer insight) •The main competitor is Saori (Ajinomoto), which has no strong core in oyster sauce and only use common dishes (tumis kangkung) in their communication for years •Panda is made from authentic source of oyster sauce that gives unlimited taste imagination •many moms have inner cook adventures but still anxious about the risk
  14. 14. Client Brief Research and Analysis FOR moms who have great desire in cooking adventures but anxious about the risk Brand Positioning Campaign Idea ONLY Panda provides them courage and conviction to cook that will give their family daily surprise and excitement Campaign Mechanism Creative BECAUSE the high quality of Panda is made by the authentic source of oyster sauce
  15. 15. Client Brief Research and Analysis Brand Positioning Campaign Idea Campaign Mechanism Cook Daringly, Expect Beyond With many references around, moms actually wish to try a lot of culinary creations but still anxious to take the risk. Panda Oyster Sauce believes that only those who are dare to explore can ever achieve greatly, even beyond expectation. Panda Oyster Sauce enables moms to make the most of their cooking adventure. Creative
  16. 16. Client Brief Research and Analysis Brand Positioning Phase 1 Objective/Task Creative Idea Communication Channel Timeline KPI Campaign Idea Phase 2 Campaign Mechanism Phase 3 Creative
  17. 17. Client Brief Research and Analysis Brand Positioning Campaign Idea Tagline: Dare to create diverse delight Campaign Mechanism Creative
  18. 18. Any Questions
  19. 19. Credits Paramita Mohamad (Chief Strategy Officer, Lowe Jakarta) Mark Pollard (VP Brand Strategy, Big Spaceship Brooklyn) Julian Cole (Head of Communication Planning, BBH New York)
  20. 20. THANK YOU

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