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Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
Brand strategy mbc presentation
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Brand strategy mbc presentation

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  • 1. Brand Strategy 2
  • 2. SECTION 1: THE ANALYSIS New Product Category Analysis Customer Analysis Analysis Consumer Trends Competitor Our Brand & Analysis Analysis Analysis 3
  • 3. SECTION 2: YOUR PLAN REVIEW NPD & Branding at Development Packaging Point of Sale Strategy Strategy Strategy Communication Pricing & Operations Analysis Merchandising & Strategy Strategy Strategy 4
  • 4. SECTION 3: THE PLAN Plan Strategy Plan Objectives Strategy Plan Strategy Strategy Strategy 5
  • 5. Category Analysis 6
  • 6. CATEGORY SALES TRENDS Category Sales Trends Category Key Players Category Key Players Sales• 5 year category sales trend Snap Shot By Segment • $s • Key performance measures • Key performance measures by brand (total US) by brand (total US) • % Chg. • $ sales • $ sales and average items• Prior year sales by segment • % chg. carried by segment • $ • Share • % Chg • Avg. item carried • Share • % contribution category growth • Share category growth SUMMARY OF KEY LEARNING & IMPLICATIONS 7
  • 7. CATEGORY SALES TRENDS• See where the trends• See where the stories are• See where the opportunities are• See where the threats are• See who is winning and who is losing• See where private brands is winning/losing/growing/shrinking
  • 8. OPPORTUNITY MATRIX-OPTION 1p Maps competitor offerings by need state or product segment Consumer Segment Consumer Segment Consumer Segment Need State Competitor Y Competitor X Need State Need State Competitor Z Competitor Y Need State Private Label 9
  • 9. OPPORTUNITY MATRIX-OPTION 2p Maps competitor offerings by need state or product segment Consumer Target Consumer Target Consumer Target (Demographics)Product Segment or Product Competitor Y (Demographics) (Demographics) Competitor XProduct Segment or ProductProduct Segment or Product Competitor Z Competitor YProduct Segment Private Label or Product 10
  • 10. New Product Analysis 11
  • 11. NEW PRODUCT CATEGORY SUMMARY Prior Year New Products New Product Tracker • New products for our brand • 3-year performance tracker and competition • $ • $ • % chg. • AVC • Distribution • Velocity • AIC • Price • Price • Promotion • Promotion • Adv. Spend • Adv. spending • Adv. to sales ratio • Adv. to sales ratio SUMMARY OF KEY LEARNING & IMPLICATIONS 12
  • 12. P&G BREAKS DOWN TYPES OF INNOVATION• Commercial Innovation – exploits current benefits and drives new levels of trial through commercial activation of a brand (advertising, sponsorships, promotions, etc.)• Sustaining Innovation – important improvements to current product offerings that enhance current benefits that enable a brand to grow share (upgrades and line extensions)• Transformational Innovation – big breakthroughs on existing brands that reset competitive advantage, resulting in share gains and category growth (think Tide brand architecture, Kellogg’s Special K).• Disruptive Market Innovation – creating new categories or disrupting current categories with new segments to drive true incremental consumption (think Swiffe, Kashi, Naked/Odwalla Juice)
  • 13. Geographic & Customer Analysis 14
  • 14. GEOGRAPHIC & CUSTOMER ANALYSIS Geographic Overview • Region $/% chg. • Key markets $/% chg. • CDI/BDI 15
  • 15. CATEGORY CUSTOMER MAP 100 Customer 1 Customer IV 80 Customer B Customer 3 Customer I Customer III Customer A 60 Customer 2Growth Customer C 40 Customer 4 Customer II 20 Customer V Colors represent different channels 0 0 10 20 30 40 50 60 70 80 90 100 Sales 16
  • 16. GEOGRAPHIC & CUSTOMER ANALYSIS Geographic Overview KEY CUSTOMER • Region $/% chg. INSIGHTS & TRENDS • Key markets $/% chg. • Channel shifts and trends • CDI/BDI • Customer insights & trends • Strategic implications SUMMARY OF KEY LEARNING & IMPLICATIONS 17
  • 17. Consumer Analysis & Trends 18
  • 18. CONSUMER TRENDS Consumer Trends Category Demographic Consumer Macro Trends• Generational summary and Analysis • Category consumption/ global trends • By segments behavior trends • By high, medium, low • Shopping behavior trends • By brand SUMMARY OF KEY LEARNING & IMPLICATIONS 19
  • 19. (Our Brand) Analysis 20
  • 20. BRAND GROWTH Drivers of sales and profits Drivers of Growth Summary of Business (5 year trend) • Product segment/Product • Key factors/insights• New sales $) line • Sales • Business climate• Volume • % Chg. • Customer trends/pressure• Net profit ($) • Offering • Competitive pressure• AVC • Customer distribution • Consumer trends • Pricing • Goal is to answer: • Promotion • Business challenges • Business opportunity • What must the brand do? • SUMMARY OF KEY LEARNING & IMPLICATIONS 21
  • 21. BRAND VISION Current Brand Vision Current Brand Promise How It Is Differentiated• Vision statement • How we want the brand • List points of differentiation defined in the mind of the consumer tomorrow • Functional benefit • Emotional benefit • Positioning statement • Personality SUMMARY OF KEY LEARNING & IMPLICATIONS 22
  • 22. Our philosophyIt’s not about positioning. It’s about taking a position. And positioninginvolves sacrifice. 23
  • 23. Positioning StatementWho: Who are you?What: What business are you in?For Whom: What people do you serve?What Need: What are their special needs?Against Whom: With whom are you competing?What’s Different: What makes you diff erent?So What: What’s the benefit they derive? 24
  • 24. Brand Evaluation 25
  • 25. REVIEW & EVALUATE CURRENT YEAR BRAND OGS Plan Strategy Plan Objectives Strategy Plan Strategy Strategy Strategy SUMMARY OF KEY LEARNING & IMPLICATIONS 26
  • 26. MAP THE CURRENT BRAND ARCHITECTURE Endorsements Sub-Brands Close-in extensions Core Brand 27
  • 27. MAP THE OPPORTUNITY MATRIX-OPTION 1Where is your brand currently? Consumer Segment Consumer Segment Consumer Segment Need State Competitor Y Your Brand Competitor X Need State Your Brand Need State Competitor Z Competitor Y Need State Private Label 28
  • 28. MAP THE OPPORTUNITY MATRIX-OPTION 2Where is your brand currently? Consumer Target Consumer Target Consumer Target (Demographics)Product Segment or Product Competitor Y (Demographics) (Demographics) Your Brand Competitor XProduct Segment or Product Your BrandProduct Segment or Product Competitor Z Competitor YProduct Segment or Private Label Product 29
  • 29. INNOVATION NPD Pipeline Packaging Initiatives • Initiatives • Form, design, innovation • Products • Initiatives • Status • Needs • Status SUMMARY OF KEY LEARNING & IMPLICATIONS 30
  • 30. BRAND CUSTOMER MAP 100 Customer 1 Customer IV 80 Customer B Customer 3 Customer I Customer III Customer A 60 Customer 2Growth Customer C 40 Customer 4 Customer II 20 Customer V Colors represent different channels 0 0 10 20 30 40 50 60 70 80 90 Sales 31
  • 31. CUSTOMER DEVELOPMENT Current Customer & Current Pricing & Current Merchandising Plan Channel Development Plan Merchandising Plan • Location in-store• Priorities • Our brand vs. competition • Category• Initiatives • Segment • Shelf placement SUMMARY OF KEY LEARNING & IMPLICATIONS 32
  • 32. Operations Analysis 33
  • 33. OPERATIONS Analysis • Commodity costs • Other influences on pricing • Capital needs • Quality/consistency SUMMARY OF KEY LEARNING & IMPLICATIONS 34
  • 34. OGS 35
  • 35. OGS Plan Strategy Plan Objectives Strategy Plan Strategy Strategy StrategyObjectives is the what - what will you achieve in your business and by when?Objectives describe the changes you want to bring out in the in the target group or problemStrategies is the how - how will you achieve the objectives you have set? 36
  • 36. KEY RISKS & OPPORTUNITIES Risks Opportunities • List: • List: • $MM • $MM • Impact • Impact • Comments • Comments 37

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