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Brand Plan template

Get our ideal Brand Plan template in a downloadable PowerPoint file. Link: https://beloved-brands.com/product/brand-plan-template/ Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan. Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap. For more on Beloved Brands, here are a few of our most popular articles 1. Beloved Brands Marketing Training programs. https://beloved-brands.com/brand-management-training/ 2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career. https://beloved-brands.com/mini-mba/ for online marketing course 3. Simple process to build your Brand Positioning Statement https://beloved-brands.com/brand-positioning/ for brand positioning 4. How to write a Marketing Plan https://beloved-brands.com/marketing-plans/ 5. Our one-page strategic plan https://beloved-brands.com/brand-strategy-roadmap/ 6. The best and worst of a Creative Brief https://beloved-brands.com/creative-brief-line-by-line/ 7. Marketing Plan Template https://beloved-brands.com/product/marketing-plan-template/ 8. Our one-page Brand Plan https://beloved-brands.com/brand-plans 9. How to understand Brand Architecture https://beloved-brands.com/brand-architecture 10. How to use Marketing Funnels to analyze your brand https://beloved-brands.com/marketing-funnels/

1 of 25
Brand Plan
ideal slides
Our Brand Plan presentation slides
Brand Plan
Brand Vision: Clearly state your brand’s long-term vision statement
Analysis Strategy Execution
P&L forecast
Sales $30,385
Gross Margin $17,148
GM % 56%
Marketing Budget $8,850
Contribution Margin $6,949
CM% 23%
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak Advertising
• Low distribution at specialty stores. Poor
coverage.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
store presence
• Legal Challenge to tastes claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker create gains at Specialty Stores
• Explore social media to convert loyal
following.
Key Issues
1. What’s the priority choice for growth: find
new users or drive usage frequency among
loyalists?
2. Where should the investment/resources
focus and deployment be to drive our
awareness and share needs for Gray’s?
3. How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco?
Strategies
1. Continue to attract new users to Gray’s
2. Focus investment on driving awareness and
trial with new consumers and building a
presence at retail.
3. Build defence plan against new entrants that
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Focus for sales is to close distribution gaps
going from 62% to 72%.
• Hold dollar share during competitive launch.
Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf.
Advertising
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
women, 35-40.Main Message of “great tasting
cookie without the guilt, so you can stay in control
of your health”. Media includes 15 second TV,
specialty health magazines, event signage, digital
and social media
Sampling
Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling at
fitness, yoga, women’s networking, new moms.
Distribution
Support Q4 retail blitz with message focused on
holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution at
key specialty stores.
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
Explore diet claims.
Competitive Attack Plan
Pre Launch sales blitz to shore up all distribution
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store
sampling.
Use sales story that any new “healthy”
cookies should displace under-performing
and declining unhealthy cookies.
GRAY’S
Cookies Brand Strategy Roadmap
Vision
Purpose
Values
Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.
Brand Promise
Take control of your
weight by replacing your
favorite snack with
Grays.
Brand Story
Real life stories that
show women living
“All the pleasure, but
none of the guilt.”
Innovation
We never sacrifice
on taste, you won’t
have to sacrifice
your cookie.
Purchase Moment
Interrupt purchase
routine to set up
Grays as the better
alternative.
Consumer Experience
We hope your
weight loss results
empowers you to
stay in control.
Goals
Key Issues
$100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories
Strategies
Tactics
• Social Media to connect
brand lovers
• Surprise and delight
program to most loyal
• Geographic expansion
• Drive penetration using
advertising & nutritionist PR
• Continue to attract new
users to Gray’s
• New flavor launches
• Dominate every store
shelf
• Attack competitive
entries
• Leverage influence of
brand lovers
• Build “guilt free” idea
• Innovation focused on
new segments
• Early trial with brand
lovers
Build community
of Brand Lovers
Become alternative to
mainstream cookies
Leader of healthy
cookie segment
Explore entering
new food categories
GRAY’S
Cookies
Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
We include our one page Brand Plan and
our one page Brand Strategy Roadmap
Brand Plan definitions
• Vision: Where could we be? Put a stake in the ground that describes an ideal state for your future. It should be
able to last for five to 10 years. The vision gives everyone clear direction. Write in a way that scares you a little
and excites you a lot.
• Purpose: Why does your brand exist? It is the underlying personal motivation for why you do what you do. The
purpose is a powerful way to connect with employees and consumers, giving your brand a soul.
• Goals: What will you achieve? Specific measures can include consumer behavioral changes, metrics of crucial
programs, in-market performance targets, financial results, or milestones on the pathway to the vision. Use these
goals to set up a brand dashboard or scoreboard.
• Values: What do you stand for? Your values should guide you and shape the organization’s standards, beliefs,
behaviors, expectations, and motivations. A brand must consistently deliver each value.
• Analysis: Use your deep-dive business review to answer, “where are we?” Your analysis must summarize the
drivers and inhibitors currently facing the brand, and the future threats and untapped opportunities.
• Key Issues: Why are we here? Look at what is getting in your way of achieving your brand vision. Ask the
issues as questions, to set up the challenges to the strategies as the answer to each issue.
• Strategy: How can we get there? Your choices depend on market opportunities you see with consumers,
competitors, or situations. Strategies must provide clear marching orders that define the strategic program you
are investing in, the focused opportunity, the desired market impact and the payback in a performance result that
benefits the branded business.
• Tactics: What do we need to do? Framed entirely by strategy, tactics turn into action plans with clear marching
orders to your teams. Decide on which activities to invest in to stay on track with your vision while delivering the
highest ROI and the highest ROE for your branded business.
You will find blank slides with
definitions where you can insert
your own brand plan.
And then, you can find our
Gray’s Cookies brand plan where
you can reference how the
template can be optimized.
Gray’s Cookies
Brand Plan
C A S E S T U D Y E X A M P L E
GRAY’S
Cookies
beloved brands

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Brand Plan template

  • 2. Our Brand Plan presentation slides
  • 3. Brand Plan Brand Vision: Clearly state your brand’s long-term vision statement Analysis Strategy Execution P&L forecast Sales $30,385 Gross Margin $17,148 GM % 56% Marketing Budget $8,850 Contribution Margin $6,949 CM% 23% Drivers • Taste drives a high conversion of Trial to Purchase • Strong Listings in Food Channels • Exceptional brand health scores among Early Adopters. Highly Beloved Brand among niche. Inhibitors • Low familiar yet to turn our sales into loyalty • Awareness held back due to weak Advertising • Low distribution at specialty stores. Poor coverage. Risks • Launch of Mainstream cookie brands (Pepperidge Farms and Nabisco). • De-listing 2 weakest skus weakened our in- store presence • Legal Challenge to tastes claims Opportunities • R&D has 5 new flavors in development. • Sales Broker create gains at Specialty Stores • Explore social media to convert loyal following. Key Issues 1. What’s the priority choice for growth: find new users or drive usage frequency among loyalists? 2. Where should the investment/resources focus and deployment be to drive our awareness and share needs for Gray’s? 3. How will we defend Gray’s against the proposed Q1 2014 ‘healthy cookie’ launches from Pepperidge Farms and Nabisco? Strategies 1. Continue to attract new users to Gray’s 2. Focus investment on driving awareness and trial with new consumers and building a presence at retail. 3. Build defence plan against new entrants that defends with consumers and at store level. Goals • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. • Increase awareness from 33% to 42%, specifically up from 45% to 50% within the core target. Drive trial from 15% to 20%. Focus for sales is to close distribution gaps going from 62% to 72%. • Hold dollar share during competitive launch. Continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Advertising Use awareness to drive trial of the new Grays. Target “Proactive Preventers”. Suburban working women, 35-40.Main Message of “great tasting cookie without the guilt, so you can stay in control of your health”. Media includes 15 second TV, specialty health magazines, event signage, digital and social media Sampling Drive trial with In-store sampling at grocery, Costco, health food stores and event sampling at fitness, yoga, women’s networking, new moms. Distribution Support Q4 retail blitz with message focused on holding shelf space during the competitive launches. Q2 specialty blitz to grow distribution at key specialty stores. Innovation Launch 2 new flavors in Q4/15 & Q4/16. Explore diet claims. Competitive Attack Plan Pre Launch sales blitz to shore up all distribution gaps. At launch, heavy merchandising, locking up key ad dates, BOGO. TV, print, coupons, in-store sampling. Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. GRAY’S Cookies Brand Strategy Roadmap Vision Purpose Values Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030. We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients. Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned. Brand Promise Take control of your weight by replacing your favorite snack with Grays. Brand Story Real life stories that show women living “All the pleasure, but none of the guilt.” Innovation We never sacrifice on taste, you won’t have to sacrifice your cookie. Purchase Moment Interrupt purchase routine to set up Grays as the better alternative. Consumer Experience We hope your weight loss results empowers you to stay in control. Goals Key Issues $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. 1. How do we tighten the bond with our most loyal brand lovers? 2. How do we balance driving penetration and usage frequency? 3. How will we defend Gray’s leadership position in the Healthy Cookie segment? 4. How do we leverage “guilt free” idea across new food categories Strategies Tactics • Social Media to connect brand lovers • Surprise and delight program to most loyal • Geographic expansion • Drive penetration using advertising & nutritionist PR • Continue to attract new users to Gray’s • New flavor launches • Dominate every store shelf • Attack competitive entries • Leverage influence of brand lovers • Build “guilt free” idea • Innovation focused on new segments • Early trial with brand lovers Build community of Brand Lovers Become alternative to mainstream cookies Leader of healthy cookie segment Explore entering new food categories GRAY’S Cookies Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control We include our one page Brand Plan and our one page Brand Strategy Roadmap
  • 4. Brand Plan definitions • Vision: Where could we be? Put a stake in the ground that describes an ideal state for your future. It should be able to last for five to 10 years. The vision gives everyone clear direction. Write in a way that scares you a little and excites you a lot. • Purpose: Why does your brand exist? It is the underlying personal motivation for why you do what you do. The purpose is a powerful way to connect with employees and consumers, giving your brand a soul. • Goals: What will you achieve? Specific measures can include consumer behavioral changes, metrics of crucial programs, in-market performance targets, financial results, or milestones on the pathway to the vision. Use these goals to set up a brand dashboard or scoreboard. • Values: What do you stand for? Your values should guide you and shape the organization’s standards, beliefs, behaviors, expectations, and motivations. A brand must consistently deliver each value. • Analysis: Use your deep-dive business review to answer, “where are we?” Your analysis must summarize the drivers and inhibitors currently facing the brand, and the future threats and untapped opportunities. • Key Issues: Why are we here? Look at what is getting in your way of achieving your brand vision. Ask the issues as questions, to set up the challenges to the strategies as the answer to each issue. • Strategy: How can we get there? Your choices depend on market opportunities you see with consumers, competitors, or situations. Strategies must provide clear marching orders that define the strategic program you are investing in, the focused opportunity, the desired market impact and the payback in a performance result that benefits the branded business. • Tactics: What do we need to do? Framed entirely by strategy, tactics turn into action plans with clear marching orders to your teams. Decide on which activities to invest in to stay on track with your vision while delivering the highest ROI and the highest ROE for your branded business.
  • 5. You will find blank slides with definitions where you can insert your own brand plan. And then, you can find our Gray’s Cookies brand plan where you can reference how the template can be optimized.
  • 6. Gray’s Cookies Brand Plan C A S E S T U D Y E X A M P L E GRAY’S Cookies beloved brands
  • 7. Brand Plan Brand Vision: First ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2030. Analysis Strategy Execution P&L forecast Sales $30,385 Gross Margin $17,148 GM % 56% Marketing Budget $8,850 Contribution Margin $6,949 CM% 23% Drivers • Taste drives a high conversion of Trial to Purchase • Strong Listings in Food Channels • Exceptional brand health scores among Early Adopters. Highly Beloved Brand among niche. Inhibitors • Low familiar yet to turn our sales into loyalty • Awareness held back due to weak Advertising • Low distribution at specialty stores. Poor coverage. Risks • Launch of Mainstream cookie brands (Pepperidge Farms and Nabisco). • De-listing 2 weakest skus weakened our in- store presence • Legal Challenge to tastes claims Opportunities • R&D has 5 new flavors in development. • Sales Broker create gains at Specialty Stores • Explore social media to convert loyal following. Key Issues 1. What’s the priority choice for growth: find new users or drive usage frequency among loyalists? 2. Where should the investment/resources focus and deployment be to drive our awareness and share needs for Gray’s? 3. How will we defend Gray’s against the proposed Q1 2014 ‘healthy cookie’ launches from Pepperidge Farms and Nabisco? Strategies 1. Continue to attract new users to Gray’s 2. Focus investment on driving awareness and trial with new consumers and building a presence at retail. 3. Build defence plan against new entrants that defends with consumers and at store level. Goals • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. • Increase awareness from 33% to 42%, specifically up from 45% to 50% within the core target. Drive trial from 15% to 20%. Focus for sales is to close distribution gaps going from 62% to 72%. • Hold dollar share during competitive launch. Continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Advertising Use awareness to drive trial of the new Grays. Target “Proactive Preventers”. Suburban working women, 35-40.Main Message of “great tasting cookie without the guilt, so you can stay in control of your health”. Media includes 15 second TV, specialty health magazines, event signage, digital and social media Sampling Drive trial with In-store sampling at grocery, Costco, health food stores and event sampling at fitness, yoga, women’s networking, new moms. Distribution Support Q4 retail blitz with message focused on holding shelf space during the competitive launches. Q2 specialty blitz to grow distribution at key specialty stores. Innovation Launch 2 new flavors in Q4/15 & Q4/16. Explore diet claims. Competitive Attack Plan Pre Launch sales blitz to shore up all distribution gaps. At launch, heavy merchandising, locking up key ad dates, BOGO. TV, print, coupons, in-store sampling. Use sales story that any new “healthy” cookies should displace under- performing and declining unhealthy cookies. Brand Book GRAY’S Cookies beloved brands
  • 8. Vision • To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. Make Gray’s a $100 Million brand by 2030. Purpose • At Gray’s, our purpose is to give people the cookie they will never feel guilty about eating. We know healthy can taste great. Goals Goal Year Year Comments Sales $27.5M $30.38M 11% growth rate Share 0.8% 1.2% New triple chocolate 0.5% share Distribution 62% 72% Increase coming mainly from fixing specialty. Awareness 33% 42% Below norm, 80% among niche, 42% overall Penetration % 10% 12% Brand promise & sampling helps drive trial. Repeat % 4% 5% High quality taste converts high repeat beloved brands
  • 9. Use passion to build a tight emotional bond with consumers • Gray’s are the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. Build a unique, ownable, and motivating brand idea • Gray’s are the best tasting yet guilt free pleasure so you can stay in control of your health. Values-driven culture provides happy consumer experiences • Gray’s values are consumer first, great taste, healthy, natural ingredients, fast-to-market, and family owned. Exceptional work to become your consumer’s favorite brand • At Gray’s we give our people the confidence to shock our brand lovers with surprising new tastes every year. Purpose: At Gray’s our purpose is to help re-discover the lost secret that the most amazing tasting food is made of natural ingredients. Elements of the brand purpose A B C D Brand Purpose beloved brands
  • 10. Less Guilt Natural tastes better Family business Passion matters We do our homework We know the daily pressures people face in making choices to eat healthy. We all have temptations, and the worst feeling is the guilt we feel in having a cookie. We want our customers to feel guilt free. We believe the best tasting food starts with all natural ingredients. We source organic ingredients, our kitchens work tirelessly to ensure our cookies taste amazing enough to become our consumer’s favorite. We remind ourselves everyday that Gray’s started as a family recipe. No matter how big we become, business is personal, as we will personally rely on each other to achieve our collective success. We love food and we hope that it shows. Everyone on our team shows up every day with a passion to help make a difference and contribute to building Gray’s Cookies into a brand that women love. In blind taste tests, Gray’s cookies matched market leaders on taste, but only 100 calories, 2g of fat and 3g of sugar. In a 12-week study, consumers using Gray’s once a night as a desert lost10 pounds. Brand Values beloved brands
  • 11. Sales Forecast 2020 2021 Comments Forecast this year $27,354 Current latest estimate for the year. Forecasted Gains • Added Awareness $6,565 New consumers become aware of Gray’s • Higher trial rate $2,000 Use awareness and sampling to drive trial • Walmart listing $340 New food listing • C-store listing $200 Based on success of last year’s test • New innovation $1,500 Two new flavors in Q3 Forecasted Declines • Competitive launches $6,514 Ipsos predicted impact on Gray’s • Lost spring displays $630 Cancelled displays to pay for defense plan • Discontinued flavor $430 Cutting two worst performers Forecast next year $30,385 Stated in thousands of dollars beloved brands
  • 12. Profit statement $ % g $ % g Comments Net Sales $27,354 +24% $30,385 +11% 2 competitors launching, growth will slow to +11% Cost of goods sold 12,606 +22% 13,237 +5% New plant production has given lower COGS Gross Margins 14,748 +27% 17,148 +16% Gross margins continue to make efficiency gains. GM % 54% 56% R&D 352 2% 360 +2% Holding steady R&D flavor innovation budget. Marketing Spend $7,962 +44% 8,850 +11% Spending up in line with the sales forecast. • Advertising 2,507 -12% 3,300 +32% Increased budget as part of defense plan • Events 1,700 +183% 1,400 -18% Focus on sampling fewer events • Instore 2,055 +106% 2,250 +9% Instore display • Trade 1,300 +73% 1,350 +4% Locking up displays • Promotion 100 -25% 50 -50% Less focus on price discounts • Research 300 +50% 500 +67% Added tracking of two competitive launches. SG&A $289 -86% 989 +242% Contribution Margin $6,145 +63% $6,949 +13% Gains due to production efficiency CM % 22% 23% 2020 2021 Stated in thousands of dollars beloved brands
  • 13. Business Review Summary Drivers Inhibitors • Taste drives a high conversion of trial to purchase (65% vs. norm of 50%). • Strong listings has driven strong distribution in food channels (95%) • Exceptional brand health scores among early adopters (“Proactive Preventers”) making it a highly beloved brand among the niche. • Awareness among mainstream target (20%) held back due to weak advertising scores. Low attention scores and brand link scores. • Low distribution at specialty stores at only 16%. Poor sales coverage. • Low purchase frequency (2.2 boxes/yr vs. 7.3 norm) even among most loyal. Opportunities Risks • R&D has 5 new flavors in development. Could launch Peanut Butter in Q4 of 2013 (top 15% in test), Chocolate Chips in Q2 of 2014 (top 50%) • Sales broker could specifically target specialty stores, which are in high growth (+15%/year) • Use social media to convert strong loyal following into mainstream mass appeal • Mainstream cookie brands could enter the ‘health’ segment through R&D or acquisition. Rumors that Pepperidge Farms will launch in Q1. • De-listing of our 2 weakest skus because of POS thresholds, could weaken our in-store presence. • Legal Challenge to “tastes as good as your favorite cookie”. beloved brands
  • 14. Key Issues and Strategies 1. What’s the priority for growth: driving new users or driving frequency among current users? 2. How do we fix the distribution gaps to add to Gray’s momentum? 3. How will we defend Gray’s against the proposed Q1 2020 ‘healthy cookie’ launch from Nabisco? Key Issues 1. Drive trial by advertising Gray’s “stay in control” positioning 2. Fix Gray’s distribution gaps with a sales force blitz at mass and drug 3. Attack Nabisco’s ‘healthy’ credibility by having 60% higher calories Strategies beloved brands
  • 15. Strategy #1: Drive trial by advertising Gray’s “stay in control” positioning Strategic Objective: • Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move consumers from consideration to trial and steal competitive users. Goals: • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. Tactical Program: • Ensure all programs target “Proactive Preventer”, who is 35-40 female, works out 3x a week. • Use “guilt free treat” message across advertising, packaging, in-store and events, which has tested as the most motivating and own-able message for Gray’s. • Recommend a balanced consumer marketing mix of advertising to drive positioning and sampling to drive trial. More details are outlined on the next strategy. Watch out: • At this point, we believe the product taste and consumer habits around healthy eating can help drive frequency of use. beloved brands
  • 16. Strategy #2: Fix Gray’s distribution gaps with a sales force blitz at food and drug Strategic Objective: • Sales force blitz to fix Gray’s distribution gaps at drug and mass to continue Gray’s momentum and strengthen Gray’s market share. Goals: • Focus for sales is to close distribution gaps going from 62% to 72%. Increase distribution up to 90% at food and 70% at national drug stores. Gain fair share of merchandising in all channels. Tactical Program: • Use sales blitz team to increase distribution at specialty stores, while holding shelf space at grocery, health stores during the competitive launches. Focus on increasing distribution from 62% to 72%. • Leverage key results, planogram recommendations and in-store specialty store merchandising team to build displays, manage shelf sets. • Drive fair share of shelf, merchandising and leverage in-store sampling. Watch out: • Trying to do too many activities overloads the team, watch the working/non-working marketing spend. beloved brands
  • 17. Strategy #3: Attack Nabisco’s ‘healthy’ credibility by having 60% higher calories Strategic Objective: • Continue to dominate healthy cookie segment, owning “great tasting lowest calorie” claims pointing out Nabisco’s 30% higher calories to maintain Gray’s loyal fan base. Goals: • Hold dollar share during competitive launches and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Tactical Program: • Pre-launch (Q4) sales team to shore up all distribution gaps. Leverage category data to close deals. At launch defense plan (Q1) includes heavy merchandising, locking up key ad dates and BOGO. • Marketing support (Q1) includes 15s TV ads and high frequency magazine 1/3 page ads to muddy airwaves, coupons and in-store sampling. • Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Watch out: • Stay aware of exact timing to ensure focused defence plan lines up. Cannot lose our shelf space. Hold $2 Million contingency defence plan for Q2/Q3 timing, depending on performance of the competitive launches. beloved brands
  • 18. Brand Communications Plan Communications Strategy: • Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move consumers from consideration to trial and steal competitive users. Target Market: • “Proactive Preventers”. Suburban working women, 35-40, who want to stay healthy. Brand Idea: • Grays are the best tasting yet guilt free pleasure. Main Benefit: • Guilt free cookie that tastes so good that you can stay in control of your health. Support Points: • Gray’s matched leaders on taste, only 100 calories and 3g of net carbs. • 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds. What do we want consumers to think, do or feel? Desired Response: • Try Grays to see if you like the great taste. Media Options: • Main creative will be TV 15-second spot, with specialty health magazines, event signage and in-store sampling. Carry the idea into digital, social media and a website. beloved brands
  • 19. Innovation Plan Innovation Strategy: • Leverage stage gate process to gain approvals and consumer acceptance. Continually launch new flavors, expanding the Gray’s line up. Leverage 2 innovations to build the Gray’s lineup around key flavor trends . Target Market: • ‘Proactive- preventers’, suburban working women, 35-40, who want to stay healthy. Brand Idea: • Grays are the best tasting yet guilt free pleasure. Consumer Benefit we build behind: • Guilt free cookie that tastes so good that you can stay in control of your health. Support Claims: • Gray’s matched leaders on taste, only 100 calories and 3g of net carbs. • 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds. Internal beacon to inspire the team • Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Continue to push the taste profile to ensure we are as good as the non-healthy cookies. Project status: • Launch Lemon in 2021, Carrot in 2022. Explore new formats and diet claims that will motivate consumer target and be ownable for Gray’s. beloved brands
  • 20. Selling and Retail Plan Sales Strategy: • Fix Gray’s distribution gaps with a sales force blitz at food and drug Brand Idea: • Gray’s are the best tasting yet guilt free pleasure. Shopper Target Market: • “Proactive Preventers.” Suburban working women, 35-40, who want to stay healthy. Main consumer benefit we are promoting behind: • Guilt free cookie that tastes so good that you can stay in control of your health. What do we want shoppers to think, do or feel?: • Try Gray’s to see if they like the great taste. Execution tactics • Leverage key results, planogram recos and in-store specialty merchandising team. • Drive fair share of shelf, merchandising and leverage in-store sampling. • Sales blitz to increase distribution at specialty stores, while holding shelf space at grocery, health stores Specific retail programs in place • Q2 specialty blitz to grow distribution at key specialty stores. • Q4 retail blitz focused on holding shelf space during competitive launches. • Gain displays for back-to-school promotional lunch program. beloved brands
  • 21. Competitive Defense Plan Strategy: • Build defence plan against new entrant that defends with consumers and at store level. Hold dollar share during launch and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Target: • Current heavy users of Gray’s, so we can hold on to them during the first few months of the launch. Leverage the excitement of two new launches to gain new users. “Proactive Preventers”. Suburban working women, 35-40, who do whatever it takes to stay healthy. Brand Idea • Grays are the best tasting yet guilt free pleasure Desired response • Try Grays to see if they like the great taste. Program • Pre-launch (Q4) the sales team to shore up distribution gaps. Close deals with data. • At launch defence plan (Q1) includes heavy merchandising, locking up key ad dates and Buy-One-Get-Ones (BOGOs). • Marketing support (Q1) includes 15s TV ads and high frequency magazine 1/3 page ads to muddy airwaves, couponing and in-store sampling. • Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. beloved brands
  • 22. Brand Positioning Statement To (Target) Healthy proactive preventers who want to do more for their health, working moms, 35-40 years old. Gray’s is (Category) The healthy cookie option That is the (Benefit) Guilt-free cookie to help you stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but has only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a dessert were able to lose 5- 10 lbs. 1 2 3 4 Brand Book GRAY’S Cookies beloved brands
  • 23. Planning Activity Calendar Activity J F M A M J J A S O N D TV Print Digital Social Sampling Events Retail Blitz Specialty Blitz BOGO Display Coupon Communications Events Instore Promotional beloved brands
  • 24. Brand Strategy Roadmap Vision Purpose Values Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030. We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients. Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned. Brand Promise Take control of your weight by replacing your favorite snack with Grays. Brand Story Real life stories that show women living “All the pleasure, but none of the guilt.” Innovation We never sacrifice on taste, you won’t have to sacrifice your cookie. Purchase Moment Interrupt purchase routine to set up Grays as the better alternative. Consumer Experience We hope your weight loss results empowers you to stay in control. Goals Key Issues $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains. 1. How do we tighten the bond with our most loyal brand lovers? 2. How do we balance driving penetration and usage frequency? 3. How will we defend Gray’s leadership position in the Healthy Cookie segment? 4. How do we leverage “guilt free” idea across new food categories Strategies Tactics • Social Media to connect brand lovers • Surprise and delight program to most loyal • Geographic expansion • Drive penetration using advertising & nutritionist PR • Continue to attract new users to Gray’s • New flavor launches • Dominate every shelf • Attack competitive entries • Leverage influence of brand lovers • Build “guilt free” idea • Innovation focused on new segments • Early trial with brand lovers Build community of Brand Lovers Become alternative to mainstream cookies Leader of healthy cookie segment Explore entering new food categories Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control Brand Book GRAY’S Cookies beloved brands