5 Unusual Frameworks For Your Brand Plan

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In the billions of looking alike template for brand plans, this is a proposal for something new and useful. Five framework, that require five type of distinct reflections: 1) Brand Plan Activities: are we pushing volumes or really driving long term image? 2) Role of Channels: how big, what purpose and should we invest? 3) Role of Consumers: who' is who in our adoption funnel 4) Entry vs. Change point strategies 5) Role of Media in the awareness cycle and purchase wheel


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5 Unusual Frameworks For Your Brand Plan

  1. 1. AMATI & Associates 1 5 Unusual Frameworks for your Brand Plan
  2. 2. AMATI & Associates 2 5 Unusual Frameworks for your Brand Plan 1.  Role of Plan Activities 2.  Role of Channels 3.  Role of Consumer Segments 4.  Entry Point Strategy vs. Change point Strategy 5.  Role of Media
  3. 3. AMATI & Associates 3 #1 Rank Activities by Image and Volume A marketing plan is about being focusing resources on the right activities, so do you have activities which both drive volume and image? Image High Low Volume Ranking Brand Plan Activities by Image/ Volume A well balanced marketing plan will have long-term image building and short term volume push A plan too focused on image only, might have negative effect on growth This area should always be empty High Low This area should risks diluting your brand (and your margin)
  4. 4. AMATI & Associates 4 #1 Rank Activities by Image and Volume An example Image High Low Volume Ranking Brand Plan Activities by Image/ Volume High Low ILLUSTRATIVE Flankers Promo ATL Brand ATL Social Media Scratch And Win Price Promo Gift With Purchase Events Sampling Real NPD EXAMPLE
  5. 5. AMATI & Associates 5 5 Unusual Frameworks for your Brand Plan 1.  Role of Plan Activities 2.  Role of Channels 3.  Role of Consumer Segments 4.  Entry Point Strategy vs. Change point Strategy 5.  Role of Media
  6. 6. AMATI & Associates 6 #2 Role of Channels Often we assume all channels have the same role, but that is not necessarily true. it’s important to have a strategic discussion on channels Commercial Collective Travel Hotels Other Size Share 25,229 M GBP 8,200 M GBP 2,464 M GBP 4,681 M GBP 953 M GBP Description Independents, Chains, Groups Pubs Schools, In- company, Hospitals Petrol Stations, Roadside Restaurants Hotels Vending 62% 20% 6% 12% 0,1% ILLUSTRATIVE Role Volume/ Margin Play Invest Volume/ Scale Maintain Image/ Margin Invest Margin Divest Volume/ Low Margin Milk EXAMPLE
  7. 7. AMATI & Associates 7 5 Unusual Frameworks for your Brand Plan 1.  Role of Plan Activities 2.  Role of Channels 3.  Role of Consumer Segments 4.  Entry Point Strategy vs. Change point Strategy 5.  Role of Media
  8. 8. AMATI & Associates 8 #3 Role of Consumer Segments Different consumer targets will play different roles for the brand ILLUSTRATIVE 32 16 8 19 8 10 7 Consumer Type Lead Users Early Adopters Laggards Role Inspiration Credibility Volume Commercial Driver Tech Reviews Surprising Flagships Value driven decisions Early Majority Segment 1 Segment Segment 2 Segment 3 Segment 4 Segment 5 Segment 6 Segment 7 % of volume Product Newest Flagship Evergreen EXAMPLE
  9. 9. AMATI & Associates 9 6 Unusual Frameworks for your Brand Plan 1.  Role of Plan Activities 2.  Role of Channels 3.  Role of Consumer Segments 4.  Entry Point Strategy vs. Change point Strategy 5.  Role of Media
  10. 10. AMATI & Associates 10 #4 Entry Point vs. Change Points strategy Identify which are the entry and change points in the consumer journey into a category, and then focus your strategy on activating them ILLUSTRATIVE Consumer journey in ‘New Parents’ generic category Entry Point Change Point Change Point Change Point EXAMPLE Each point, it’s a transition, which is followed by an adoption or switching decision
  11. 11. AMATI & Associates 11 #4 Entry Point vs. Change Points strategy Decline the entry and change points, and understand what the strategy should be for each one of them ILLUSTRATIVE Entry and Change Points in the Vodka Category LDA Transition to Work Dress to Impress Connoisseur Brands Smirnoff RTD Smirnoff RTS Absolute Grey Goose Belvedere Ciroc Needstates Socializer Fitting In Stand-out Enjoy Strategy Educate and Lower Barriers Focus Trial and Reassure Surprise and Exclusive Endorse Grey Goose Belvedere Ciroc ✔ ✔ EXAMPLE
  12. 12. AMATI & Associates 12 5 Unusual Frameworks for your Brand Plan 1.  Role of Plan Activities 2.  Role of Channels 3.  Role of Consumer Segments 4.  Entry Point Strategy vs. Change point Strategy 5.  Role of Media
  13. 13. AMATI & Associates 13 #5 Role of Media Determine which role social and traditional media play in the purchase wheel and in the awareness/ consideration/ preference cycle ILLUSTRATIVE Roles of Media in the Purchase Funnel post-purchase awareness Consideration Preference/ Recommendation EXAMPLE
  14. 14. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 14

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