Brand Strategy                 2
SECTION 1: THE ANALYSIS                           New Product       Category Analysis                 Customer Analysis   ...
SECTION 2: YOUR PLAN REVIEW           NPD &                            Branding at                            Development ...
SECTION 3: THE PLAN                             Plan                  Strategy   Plan     Objectives   Strategy   Plan    ...
Category Analysis                    6
CATEGORY SALES TRENDS        Category Sales Trends          Category Key Players      Category Key Players Sales•   5 year...
CATEGORY SALES TRENDS•   See where the trends•   See where the stories are•   See where the opportunities are•   See where...
OPPORTUNITY MATRIX-OPTION 1p    Maps competitor offerings by need state or product segment                       Consumer ...
OPPORTUNITY MATRIX-OPTION 2p   Maps competitor offerings by need state or product segment                       Consumer T...
New Product Analysis                       11
NEW PRODUCT CATEGORY SUMMARY          Prior Year New Products              New Product Tracker      •   New products for o...
P&G BREAKS DOWN TYPES OF INNOVATION•   Commercial Innovation – exploits current benefits and drives new levels    of trial ...
Geographic & Customer Analysis                                 14
GEOGRAPHIC & CUSTOMER ANALYSIS           Geographic Overview      •   Region $/% chg.      •   Key markets $/% chg.      •...
CATEGORY CUSTOMER MAP         100                               Customer 1                                                ...
GEOGRAPHIC & CUSTOMER ANALYSIS           Geographic Overview           KEY CUSTOMER      •   Region $/% chg.              ...
Consumer Analysis & Trends                             18
CONSUMER TRENDS       Consumer Trends             Category Demographic       Consumer Macro Trends•   Generational summary...
(Our Brand) Analysis                       20
BRAND GROWTH    Drivers of sales and profits            Drivers of Growth             Summary of Business           (5 year...
BRAND VISION      Current Brand Vision        Current Brand Promise           How It Is Differentiated•   Vision statement ...
Our philosophyIt’s not about positioning. It’s about taking a position. And positioninginvolves sacrifice.                 ...
Positioning StatementWho: 	 	 	     	 	 Who are you?What: 	 	 	    	 	 What business are you in?For Whom: 	 	 	What people...
Brand Evaluation                   25
REVIEW & EVALUATE CURRENT YEAR BRAND OGS                                                  Plan                          St...
MAP THE CURRENT BRAND ARCHITECTURE                 Endorsements                  Sub-Brands               Close-in extensi...
MAP THE OPPORTUNITY MATRIX-OPTION 1Where is your brand currently?                      Consumer Segment          Consumer ...
MAP THE OPPORTUNITY MATRIX-OPTION 2Where is your brand currently?                        Consumer Target                  ...
INNOVATION                   NPD Pipeline           Packaging Initiatives      •   Initiatives             •   Form, desig...
BRAND CUSTOMER MAP         100                               Customer 1                                                   ...
CUSTOMER DEVELOPMENT       Current Customer &             Current Pricing &        Current Merchandising Plan    Channel D...
Operations Analysis                      33
OPERATIONS                             Analysis                 •   Commodity costs                 •   Other influences on...
OGS      35
OGS                                                                                              Plan                     ...
KEY RISKS & OPPORTUNITIES                          Risks               Opportunities         •   List:                •   ...
Brand strategy mbc presentation
Upcoming SlideShare
Loading in …5
×

Brand strategy mbc presentation

978 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
978
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
12
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Brand strategy mbc presentation

  1. 1. Brand Strategy 2
  2. 2. SECTION 1: THE ANALYSIS New Product Category Analysis Customer Analysis Analysis Consumer Trends Competitor Our Brand & Analysis Analysis Analysis 3
  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. 4. SECTION 3: THE PLAN Plan Strategy Plan Objectives Strategy Plan Strategy Strategy Strategy 5
  5. 5. Category Analysis 6
  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. 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. 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. 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. 10. New Product Analysis 11
  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. 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. 13. Geographic & Customer Analysis 14
  14. 14. GEOGRAPHIC & CUSTOMER ANALYSIS Geographic Overview • Region $/% chg. • Key markets $/% chg. • CDI/BDI 15
  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. 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. 17. Consumer Analysis & Trends 18
  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. 19. (Our Brand) Analysis 20
  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. 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. 22. Our philosophyIt’s not about positioning. It’s about taking a position. And positioninginvolves sacrifice. 23
  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. 24. Brand Evaluation 25
  25. 25. REVIEW & EVALUATE CURRENT YEAR BRAND OGS Plan Strategy Plan Objectives Strategy Plan Strategy Strategy Strategy SUMMARY OF KEY LEARNING & IMPLICATIONS 26
  26. 26. MAP THE CURRENT BRAND ARCHITECTURE Endorsements Sub-Brands Close-in extensions Core Brand 27
  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. 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. 29. INNOVATION NPD Pipeline Packaging Initiatives • Initiatives • Form, design, innovation • Products • Initiatives • Status • Needs • Status SUMMARY OF KEY LEARNING & IMPLICATIONS 30
  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. 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. 32. Operations Analysis 33
  33. 33. OPERATIONS Analysis • Commodity costs • Other influences on pricing • Capital needs • Quality/consistency SUMMARY OF KEY LEARNING & IMPLICATIONS 34
  34. 34. OGS 35
  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. 36. KEY RISKS & OPPORTUNITIES Risks Opportunities • List: • List: • $MM • $MM • Impact • Impact • Comments • Comments 37

×