Campaign Planning | sajith@plink.co.in
Plink Your Brand Workshop
Session 2

Campaign Planning | sajith@plink.co.in
A Nice example to start

Campaign Planning | sajith@plink.co.in
Where’s the problem?
• Offering
• Distribution
• Price
• Category
• Targeting
• Branding

Campaign Planning | sajith@plink.co.in
Offering
• Product
(Leakage Problem for Bullet)
• Service
(Bad Store service for retail brands)

Campaign Planning | sajith@plink.co.in
Price
• Considered too high for the offering
• What’s the gap?
• Relatively costly as compared to competitors

Campaign Planning | sajith@plink.co.in
Distribution
• Not Available
(Connection as well as recharge)
• Credit Problems for dealers
• Low visibility in Store
• Bad location

Campaign Planning | sajith@plink.co.in
Category
• Low growth in whole category
• Competitors (Undercutting)

Campaign Planning | sajith@plink.co.in
Targeting
• Targeted at Wrong segment
• Better opportunity exists
• Who might buy are not reached

Campaign Planning | sajith@plink.co.in
Brand
• Not a strong emotion
• Doesn’t make me feel good
• Media Mix not good
• Umbrella Brand (Company Brand)

Campaign Planning | sajith@plink.co.in
Recommendation Chart
Areas What’s the What changes What changes
problem? do you would it
recommend? bring?
Offering
Pricing
Distribution
Targeting
Brand

Campaign Planning | sajith@plink.co.in
Client Discussion
after this

Campaign Planning | sajith@plink.co.in
Next Sessions
oApproach Routes to Solve
oReaching the idea
oIntegrated Marketing Communications

Campaign Planning | sajith@plink.co.in
Contact Us
Plink Solutions
Sajith Narayanan,
sajith@plink.co.in
Ph : 9228738198.
www.plink.co.in
www.slideshare.net/playandthink

Campaign Planning | sajith@plink.co.in
Thank You