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© David Whiting Associates Ltd 2015 all rights reserved
Comple(ng the Marke(ng Plan
(Just follow the steps in the separate commentary to complete the
sec(ons in red)
© David Whiting Associates Ltd 2015 all rights reserved
Comple(ng the Marke(ng Plan
The key sec)ons:
• Audit
• SWOT
• Strategic Plan
• Opera(onal Plan
© David Whiting Associates Ltd 2015 all rights reserved
Audit
© David Whiting Associates Ltd 2015 all rights reserved 4
External Environment
• Factor 1
• Factor 2
• Etc.
© David Whiting Associates Ltd 2015 all rights reserved 5
Market Environment
0
20
40
60
80
100
120
140
160
2011 2012 2013 2014 F/c 2014 Act 2015 F/c YTD14 YTD15 F/c YTD15 Act
Series1
© David Whiting Associates Ltd 2015 all rights reserved 6
Compe((ve Environment
• Broad compe((ve environment
© David Whiting Associates Ltd 2015 all rights reserved 7
Compe((ve Environment
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 YTD 2014 YTD 2015
50% 52% 54% 54% 54% 55%
25% 23% 20% 16% 18% 15%
20% 22% 23% 26% 24% 27%
5% 3% 3% 4% 4% 3%
Others
Brand C
Brand B
Brand A
© David Whiting Associates Ltd 2015 all rights reserved 8
Compe((ve Environment
• Compe(tor 1
• Compe(tor 2
• Compe(tor 3
© David Whiting Associates Ltd 2015 all rights reserved 9
The Consumer/The Customer • Who buys?
• What do they buy?
• Where and when?
• How do they buy?
• Why do they buy? (In par(cular, what is the decision-‐making process?)
© David Whiting Associates Ltd 2015 all rights reserved 10
Revenue & Margin
2012 Index 2013 Index 2014 F/c
Index 2014 Act
Index 2015 F/c
Index
Sales value
Market share
Variable costs
Gross margin
GM %
Marke(ng costs
% of sales
Marke(ng contribu(on (GM less marke(ng)
© David Whiting Associates Ltd 2015 all rights reserved 11
Sales
• Analysis of sales of brand by key product, key customer, geography, etc.
© David Whiting Associates Ltd 2015 all rights reserved 12
Brand
• Analysis of brand achievement against key metrics, including:
– Awareness (e.g. total brand awareness, unprompted brand
awareness, TOM (top of mind), aware and not tried)
– Usage (trial, current users, most oben users)
– Key 3 top associated benefits and evolu(on
– Loyalty segmenta(on evolu(on
© David Whiting Associates Ltd 2015 all rights reserved 13
Product/Service
• Analysis of consumer-‐desired afributes and ranges
• Analysis of key afributes vs. key compe((on
• Any edge/weakness in product vs. compe((on?
© David Whiting Associates Ltd 2015 all rights reserved 14
Pricing
• Analysis of pricing evolu(on by key category vs. compe((on
• Analysis of whether there is value or perceived value by consumers
• Rela(onship between pricing and brand posi(oning
© David Whiting Associates Ltd 2015 all rights reserved 15
Adver(sing: Crea(ve
• Assessment of the adver(sing aired in previous year
• Assessment of copy development against crea(ve strategy
© David Whiting Associates Ltd 2015 all rights reserved 16
• Show media plan for previous year, in terms of spend, GRPs and copy used. Analyse achievement against plan
• Analysis of media plan, including Share of Voice and Share of Spend, and correla(on with business results (share, tracker data, sales…)
Adver(sing: Media
© David Whiting Associates Ltd 2015 all rights reserved 17
2012 2013 2014
Unprompted brand awareness 49% 68% 87%
‘Would consider visi(ng’ 30% 56% 76%
‘Has a good range of products’ 12% 25% 41%
‘Has the best experience’ 9% 18% 22%
Annual brand penetra(on 21% 33% 40%
Brand share (value) 14% 25% 30%
‘Always visit’ 8% 11% 14%
(example) Adver(sing: Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 18
Digital
• Analyse the effec(veness of digital ac(vi(es, such as social media, online adver(sing, website, email, etc.
© David Whiting Associates Ltd 2015 all rights reserved 19
• Analyse the effec(veness of other communica(ons tools such as digital media, direct marke(ng, PR and sponsorship
Other Communica(ons
© David Whiting Associates Ltd 2015 all rights reserved
Distribu(on
• Analysis of brand distribu(on by channel, key customer, geography, etc.
• Stocking levels
• Assessment of in-‐store environment vs. compe((on
• Assessment of pos materials
© David Whiting Associates Ltd 2015 all rights reserved 21
Key Learning & Insights
• Learning/Insight 1
• Learning/Insight 2
• Etc.
© David Whiting Associates Ltd 2015 all rights reserved
SWOT
© David Whiting Associates Ltd 2015 all rights reserved 23
Opportunities Score (out of 10) Timescale for Achievement Actionability Potential Total 2015 2016 2017
1
2
3
4
5
6
7
8
9
10
Name of market segment
SWOT Analysis Opportuni;es
Development of new service offering (defined) 7 6 13 X
© David Whiting Associates Ltd 2015 all rights reserved 24
Score (out of 10) 2015 2016 2017
1
2
3
4
5
6
7
8
9
10
Threats
Name of market segment
SWOT Analysis Threats
Brand ‘Z’ entering the market 3 5 7
© David Whiting Associates Ltd 2015 all rights reserved 25
Weighting Factor Your brand
1
2
3
4
5
6
7
8
9
10
Name of market segment Critical success factors Competitor A Competitor B Competitor C
Score out of 10 and multiply by weight
100 Total weighted score: (Adapted from Malcolm McDonald)
SWOT Analysis Strengths & Weaknesses
Percep(on of range breadth 8 5/40 7/56 4/32
© David Whiting Associates Ltd 2015 all rights reserved 26
Opportuni;es
SWOT Analysis
• Opportunity 1
• Opportunity 2, etc.
© David Whiting Associates Ltd 2015 all rights reserved 27
Issues
SWOT Analysis
• Issue 1
• Issue 2, etc.
© David Whiting Associates Ltd 2015 all rights reserved
Strategic Plan
© David Whiting Associates Ltd 2015 all rights reserved 29
Mission & Corporate Objec(ves • Mission
• Vision
• Corporate Objec(ves
© David Whiting Associates Ltd 2015 all rights reserved 30
Market Forecast Total Market
0
20
40
60
80
100
120
140
160
180
200
2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c
Series1
© David Whiting Associates Ltd 2015 all rights reserved 31
Market Forecast Brand Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c
50% 52% 54% 54% 55% 55% 56% 58%
25% 23% 20% 16% 15% 15% 13% 10%
20% 22% 23% 26% 25% 27% 27% 28%
5% 3% 3% 4% 5% 3% 4% 4%
Others
Brand C
Brand B
Brand A
© David Whiting Associates Ltd 2015 all rights reserved 32
Assump(ons
• Assump(on 1
• Assump(on 2, etc.
© David Whiting Associates Ltd 2015 all rights reserved 33
Marke(ng Objec(ves
• Objec(ve 1
• Objec(ve 2, etc.
© David Whiting Associates Ltd 2015 all rights reserved 34
Brand Strategy: Market Segmenta;on
Marke(ng Strategy
• Segment 1
• Segment 2, etc.
© David Whiting Associates Ltd 2015 all rights reserved 35
Brand Strategy: Posi;oning
Marke(ng Strategy
© David Whiting Associates Ltd 2015 all rights reserved 36
Marke(ng Strategy
• Ini(a(ve 1
• Ini(a(ve 2, etc.
Key Ini;a;ves
© David Whiting Associates Ltd 2015 all rights reserved 37
Marke(ng Strategy
• Objec(ve(s)
• Strategy
Product/Service
© David Whiting Associates Ltd 2015 all rights reserved 38
Pricing
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 39
Adver;sing: Crea;ve
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 40
Adver;sing: Media
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 41
Digital
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 42
Other Communica;ons
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 43
Distribu;on/In-‐store
Marke(ng Strategy
• Objec(ve(s)
• Strategy
© David Whiting Associates Ltd 2015 all rights reserved 44
Financial Forecast
2011 2012 2013 2014 F/c
2015 F/c
2016 F/c
2017 F/c
Sales value
Market share
Variable costs
Gross margin
GM %
Marke(ng costs
% of sales
Marke(ng contribu(on (GM less marke(ng)
© David Whiting Associates Ltd 2015 all rights reserved 45
Marke(ng Budget 2011 2012 2013
2014 F/c
2015 F/c
2016 F/c
2017 F/c
Adver(sing media: TV
Adver(sing media: other
Adver(sing produc(on
Adver(sing agency fees
Total adver(sing
Digital
Other communica(on
Market research
Other
TOTAL
© David Whiting Associates Ltd 2015 all rights reserved
Opera;onal Plan
© David Whiting Associates Ltd 2015 all rights reserved 47
Product/Service • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 48
Pricing • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 49
Adver(sing: Crea(ve • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 50
Adver(sing: Media • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 51
Digital • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 52
Other Communica(ons • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 53
Distribu(on • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 54
Other Marke(ng Ac(vity • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
© David Whiting Associates Ltd 2015 all rights reserved 55
Ac(vity Matrix Marke;ng Objec;ves Strategy Ac;vity Outcome
To achieve a 35% share of the (defined) market
by year end
Adver(sing (Details of planned ac(vity)
(How objec(ve is fulfilled)
Promo(ons
To achieve a minimum 15% marke(ng
contribu(on over the 12 month period
Pricing
Adver(sing
Etc. Etc.
© David Whiting Associates Ltd 2015 all rights reserved 56
TV ad. TV ad.
Radio
Print Print Print
A
D
C
B
E
F
G
H
Other Promotional
Activities
Media
Timetable
© David Whiting Associates Ltd 2015 all rights reserved 57
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec T Spen d MEDIA TV (£ ’ 000) Strategic copy 1,200 800 800 2,800 Tac(cal copy 800 800 1,600 TOTAL TV 1,200 800 800 800 800 4,400 Other Offline Media Radio 100 100 Print 200 200 200 200 800 TOTAL Others 200 0 0 200 0 0 300 0 0 200 0 0 900 TOTAL Media (with Agency Commission) 1,400 800 800 200 0 0 300 0 0 1,000 800 0 5,300 Digital SEO/PPC 50 50 50 50 50 50 50 50 50 50 50 50 600 Other Digital Adver(sing 50 50 50 50 50 50 50 50 50 50 50 50 600 Social Media 50 50 50 50 50 50 50 50 50 50 50 50 600 Content Crea(on & Management 50 50 50 50 50 50 50 50 50 50 50 50 600 Email 100 100 100 300 Website Maintenance and Update 40 40 40 100 100 40 40 40 40 40 40 40 600 Other Digital 100 100 100 100 100 100 100 100 100 100 100 100 120 0 TOTAL Digital 440 340 340 400 400 340 440 340 340 440 340 340 4500 Other Ac;vi;es PR 45 45 45 45 45 45 45 45 45 45 45 45 540 Sponsorship 5 5 5 5 5 5 5 5 5 5 5 5 60 Promo(ons 200 180 380 TOTAL Other Ac;vi;es 50 50 50 250 50 50 230 50 50 50 50 50 980 Others including: Copy Produc(on, Point of Sale Material, Research, Packaging, Agency Fees and Miscellaneous
270 300 640 110 330 1,650
GRAND TOTAL 4,540 1,990 2,390 3,510 12,430
Detailed Budget
© David Whiting Associates Ltd 2015 all rights reserved
Evalua(on
• Metric 1 and performance measurement methodology/tool
• Metric 2 and performance measurement methodology/tool, etc.