The Planning Guide 1.0

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The Planning Guide 1.0

  1. 1. THE PLANNING GUIDE CLIENT BUSINESS PROBLEM OR CHALLENGE: VERSION 1.0 THEPLANNINGLAB.TYPEPAD.COM 2008 FREE TO USE AND REDISTRIBUTE RESEARCH MARKET ISSUES CONSUMER ISSUES MARKETING ISSUES Where are we? Micro/macro competition Relationship to brand/category Packaging, price, Socio/political/technological The purchase decision process/ distribution and historical context mechanism promotion ANALYSIS PROBLEM DEFINITION Why are we there? ROLE OF What are we trying to achieve? How do we expect to achieve it? Who are we talking to? ADVERTISING OPPORTUNITY BRAND INSIGHT MODELLING SUPPORT What do we Where could Is it differentiating? Is it inline uniquely know that we be? with what the helps us solve the brand is trying problem? to achieve? THOUGHT Is it relevant? Is it credible? PLAN MEDIA PLAN How could we Optimal channels, COMMUNICATIONS get there? formats, media or TARGET GROUP Is it stretchable or lasting? contact points to influence target group? TREND

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