nestle - zaka (19)
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8/8/2019 Nestle - Zaka (19)
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Overview of Brand Planning Process
8/8/2019 Nestle - Zaka (19)
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Analyze current
situation
Analyze current
situation
Identify and
prioritize issues
& opportunities
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Develop
Objectives,
Strategies &
Tactics
Identify gaps vs.
category plan
Identify gaps vs.
category plan
Generate
Consumer
Communication
Plan
Generate
Consumer
Communication
Plan
Formalize & Gain
Approval on
Brand Plan
Formalize & Gain
Approval on
Brand Plan
Aggregate brandconsumer comm
plans into a
consumer commsummary at
category level
Aggregate brand
consumer comm
plans into aconsumer comm
summary at
category level
"How To Conduct the Brand Planning Process"
The "How To" provides: A process, definitions, "who does what", check points, Marketing and Sales
involvement, estimated timing
Outputs: Approved Brand Plan, approved Consumer Communication Plan, PFME budget
When: A Brand Manager will refer to the process on an annual basis (planning cycle) and/or
on an ad-hoc basis (e.g. quarterly review)
The "How To" provides: A process, definitions, "who does what", check points, Marketing and Sales
involvement, estimated timing
Outputs: Approved Brand Plan, approved Consumer Communication Plan, PFME budget
When: A Brand Manager will refer to the process on an annual basis (planning cycle) and/or
on an ad-hoc basis (e.g. quarterly review)
Consistent process across categories & geographies providesmore disciplined decision making and time to spend on content
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How To Conduct Brand Planning process
Benefits
Speed:
Planning process clearly defined so that every one knows each step from beginning toend including final outputs
Efficiency:
More time to spend on the content of the plan (e.g. creative thinking) vs. the process of how to plan
Brand Plan format & content standardized so its easy to find information (facts/figures)
but process provides flexibility to use additional tools to provide added value content
Consistent process across categories & geographies facilitates knowledge transfer
Improved, more disciplined decision making:
Facilitates organized thinking ensuring strategic thinking as well as top down alignment
Clarity of each step - required brand planning elements clearly described
Archived information for planning, executing and historical purposes:
Ability to see Marketing & Sales activities across the Commercial Function will enable
better integration
Previous & current plans archived in system for easy retrieval
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How To Conduct Brand Planning process
Today's situation in Nestlé
Brand Planning processes exist in many markets but:
not all markets
not always applied
there are significant differences in the steps and their flow
Outputs of each stage of the process are not always clear or coherent
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Inputs developed prior to the Brand Planning Process(Process 3.4 "Develop brand plans & aggregate to consumer communication summary")
Brand values & positioning
3.3 Brand equity
Brand values & positioning
3.3 Brand equity
Brand role in category
& portfolio3.2 Category plan
Brand role in category
& portfolio3.2 Category plan
Draft brand objectives &
projections *
2.2 Align S&M objectives
Draft brand objectives &
projections *
2.2 Align S&M objectives
Brand vision
SBU / MBS / Last Brand Plan
Brand vision
SBU / MBS / Last Brand Plan
KEY INPUTS
KEY INPUTS
Review of all Brand Values, Equity and Positioning
occurs here
Category Plan is created here including Product portfolio
analysis/ optimization and brand prioritization decisions(interaction with CIG 3.1, BE 3.3, I/R 3.5)
Commercial objectives and high level targets are
determined here based on Category Plan (sales &
marketing alignment)
Review of Brand Vision occurs here(interaction with CIG 3.1, BE 3.3, I/R 3.5)
* Projections at this stage are high level, top down figures
concerning volume, spending, investment, etc
8/8/2019 Nestle - Zaka (19)
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Overview of Brand Planning Process (Process 3.4 "Develop brand plans & aggregate to consumer communication summary")
3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)
VOST = Vision, Objectives, Strategies, Tactics
Brand values & positioning3.3 Brand equity
Brand values & positioning3.3 Brand equity
Brand role in category & portfolio
3.2 Category plan
Brand role in category & portfolio3.2 Category plan
Draft brand objectives & projections2.2 Align S&M objectives
Draft brand objectives & projections2.2 Align S&M objectives
Brand vision
SBU / MBS / Last Brand Plan
Brand vision
SBU / MBS / Last Brand Plan
KEY INPUTS
KEY INPUTS
Review of all Brand Values, Equity and Positioning occurs here
Category Plan is created here including Product portfolio analysis/ optimization
and brand prioritization decisions (interaction with CIG 3.1, BE 3.3, I/R 3.5)
Commercial objectives and high level targets are determined here
based on Category Plan (sales & marketing alignment)
Review of Brand Vision occurs here (interaction with CIG 3.1, BE 3.3, I/R 3.5)
PROCESS LINKS
PROCESS LINKS
Other inputs into the process: Business Drivers, Overall Brand Strategy, etc.
Identify andprioritize issues &
opportunities
Analyze current
situation
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
8/8/2019 Nestle - Zaka (19)
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* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)VOST = Vision, Objectives, Strategies, Tactics
Who may participate in the Brand Planning Process?
3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKSPROCESS LINKS
Marketing lead with crossfunctional participation includingsales, finance, market research,
ensure supply,manufacturing, external partners,etc
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
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3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKSPROCESS LINKS
Approval may be sought atthe end of Phase 2 & 3depending on market needs
When does Senior Management approval occur during the Brand Planning Process?
* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)VOST = Vision, Objectives, Strategies, Tactics
Approvalrecommended Approvalrequired
Marketing and Salesalign Consumer &Trade Activities
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
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Stakeholders involved in the Brand Planning Process(ARCI Chart)
A = accountable
R = responsible
C = consultedI = informed
Key Inputs
Category PlanHigh level Brand Targets
Phase 5:
A = Marketing
R = Marketing, Agency PartnersC = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch
Phase 6:
A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
Phase 7:
A = Marketing
R = Marketing, Sales
I = Finance, Demand Planning,Manf, Mrkt Rsrch, Agency Partners
Formalize &
Gain
Approval on
Brand Plan
Aggregate BrandConsumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
Agree Brand
Cons Comm Activities,
& Trade Activities
no
yes
Agree Final
Brand plans &
projections
noyesEnsure cross
category alignment
within market
no
Communicate
Brand Plan
yesExecute Plan
including all
Cons & Trade
Activities
Monitor & make
adjustments to
plan as
necessary
Phase 1-2:A = Marketing
R = Marketing, Sales
C = Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
Phase 4:A = Marketing
R = Marketing, Sales, Finance
C = Demand Planning, Manf, Mrkt Rsrch
Identify and
prioritize
issues &
opportunities
Analyze
current
situation
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Identify
gaps vs.
category
plan
Agree draft
Brand plans,
projections &
common direction
no
yes
1 2 3 4 5
67
Phase 3:A = Marketing
R = Marketing
C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
Marketing = Brand Manager
Marketing Approval = Sr. Marketing
8/8/2019 Nestle - Zaka (19)
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* Projections could be for sales (e.g. volume/NPS), profit (e.g. EBITA/EP), investment (e.g. PFME/Capex/OPFE, etc)VOST = Vision, Objectives, Strategies, Tactics
Stakeholders involved in each specific step (Level 4)within each Phase during the Brand Planning Process
A = accountable
R = responsible
C = consulted
I = informed
Phase 1 all 3 steps:A = Marketing
R = Marketing, Sales
C = Finance, DemandPlanning, Manf, Mrkt
Rsrch, Agency Partners
Phase 2 all 4 steps:A = Marketing
R = Marketing, Sales
C = Finance, DemandPlanning, Manf, Mrkt
Rsrch, Agency Partners
Phase 3 all 3 steps:A = Marketing
R = Marketing
C = Sales, Finance,Demand Planning,
Manf, Mrkt Rsrch,
Agency Partners
Phase 4 all 3 steps:A = MarketingR = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
Phase 5 all 8 steps:A = MarketingR = Marketing, Agency
Partners
C = Sales, Finance,
Demand Planning, Manf,
Mrkt Rsrch
Phase 6 all 3 steps:A = MarketingR = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
Phase 7 all 3 steps:A = MarketingR = Marketing, Sales
I = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,
Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,
Strategies &Tactics againstcategory plan
Analyze current
situation
Identify and
prioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & Gain
Approval on
Brand Plan
Identify gaps vs.
category plan
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plansinto a Consumer
CommunicationSummary at Category
level
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Marketing = Brand Manager Marketing Approval = Sr. Marketing
8/8/2019 Nestle - Zaka (19)
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Estimated Timing to Conduct Each Phaseof the Brand Planning Process*
"Estimated" total timing to conduct Brand Planning Process frombeginning to end is approximately 10 -14 weeks (this will vary based onmarket conditions)
Systemsupported
Analyze current
situation
Identify and
prioritize issues& opportunities
Develop
Objectives,
Strategies &Tactics
Generate
Consumer
CommunicationPlan
Aggregate Brand
Consumer Communication
Plans into a
Consumer Communication
Summary at
Category level
Formalize &
Gain Approvalon Brand Plan
Identify gaps vs.
category plan
3.4.13.4.2 3.4.3 3.4.4 3.4.5 3.4.6
3.4.7
Systemsupported
2-3 weeks 1-2 weeks 1-2 weeks2 weeks1-2 weeks 1 week 2 weeks
* Brand Planning Process conducted by cross functional team lead by Marketing
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Brand Planning Process Phases with Outputs
Outputs
Identify and
prioritizeissues &
opportunities
Analyze
currentsituation
Develop
Objectives,Strategies &
Tactics
Generate
Consumer Communication
Plan
Formalize &
GainApproval on
Brand Plan
Identify
gaps vs.category
plan
Aggregate brand
consumer
communication
plans into aconsumer
communication
summary at
category level
Key Questions:
Where are youtoday, what do
you know and
what do you
need to know?
Where doyou
need to
focus?
Where do youwant to goand how are
you going to get
there next year?
Document &
Gain Approval
How will you
spend your
PFME effectivelynext year and
how will you
measure
performance?Sense check
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7
• State of Business• Key Learning's
• Key I&O's• Big ideas
• Brand Objectives,
Strats & Tactics• Key Brand
Initiatives
• Selected Consumer
Comm Activities• Brand Cons
Comm Plan (CCP)• Selected KPI's/PPI's
& Targets for Cons
Comm Activities
• Brand Plan
Document• Approved
Brand Plan
including Cons
Comm Plan (CCP)• Cons Campaign
& Activity Summary
• Agreed Brand:
- Key I&O's
- Objs, Strats
& Tactics
- Key Initiatives
• Cons Comm
Summary at
Category level
8/8/2019 Nestle - Zaka (19)
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Other Commercial Planning processes conducted in
parallel with the Brand Planning processKey Questions:
Where are you
today, what do
you know andwhat do you need
to know?
Where do you
need tofocus?
Where do youwant to go
and how areyou going to get
there next year?
Document &
Gain Approval
How will you spend
your PFME
effectively next
year and how willyou measure
performance?Sense check
Identify and
prioritizeissues &
opportunities
Analyze
current
situation
Develop
Objectives,Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize &
GainApproval on
Brand Plan
Identify gaps
vs. category
plan
Aggregate
brand consumer
communication
plans into a
consumer
communication
summary at
category level
Alignment
on
Category
Objectives
(including
high level
targets)
Sales Planning(including bottom-up forecasting)
Demand & Supply Planning (including by pack/F-group forecasting)
Manufacturing Planning
(including CAPEX forecasting)
Financial Planning(including P&L forecasting)
Identify gaps
vs. category
plan
(all crossfunctional
areas meet toreview
commercial
plandevelopment
to date)
Marketing
Construction of
Specific Planning
Customer Plans
DS Planning
continued
Mnfct
Planning
continued
Financial
Planning(Final P&L)
GainApproval
on Final
Plan
Volume & CCS;
Specific Planning
Customer Plans
Agreed
Commer-
cial Plan
in line with
Category
Objectives
8/8/2019 Nestle - Zaka (19)
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Brand Planning and Sales Planning processtouch points during Commercial Planning
Systemsupporte
d
Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &Tactics
Generate
Consumer
Communication Plan
Aggregatebrand consumer
communication
plans into aconsumer
communicationsummary at
category level
Formalize &
Gain
Approval onBrand Plan
Identify gaps
vs. category
plan
3.4.1 3.4.2 3.4.3 3.4.4 3.4.5 3.4.6 3.4.7
Systemsupporte
d
Alignment
onCategory
Objectives
(including
high level
targets)
* User interface with SAP-CRM system
Agreed
Commer-
cial Planin line with
Category
Objectives
= Inputs/Outputs provided to drive process
Marketing
Sales Systemsupported
Analyzecurrent
situation
from
Sales
Perspec-
tive
Identifyand
assess
issues
and
opportun-ities
Convert
category/
brand
plans into
channel
plans
Create
planning-
customer
plan
Compareplans
against
targets
and
address
GAPs
Prepare to
create
planning-
customer
plan
4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 3.4.7
Develop
sales
operations
plan
4.1.7
Communicate
planning-
customer
plan and
gain
agreement4.1.8
8/8/2019 Nestle - Zaka (19)
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Critical Commercial Planning completion points
for Generating Demand (Sales & Marketing)
Two universal points impacting the Brand & Sales planning processes will help to
define when both processes need to begin and end (exact timing should be determinedon a market by market basis):
1 - Customer presentation of Planning Customer Plans & Consumer Comm Activity Plans 2 - Reporting of agreed upon Commercial Plan by Market Manangement to Vevey
1 2
MBS
Alignment
on
CategoryObjectives
(including
high level
targets)
Agreed
Commer-
cial Plan
in line withCategory
Objectives
Category
Plan
Brand
Planning
Process
Sales
Planning
Process
Output:Brand Plans &
Consumer
Communication
Summary
Output:Volume & CCS
Specific
Planning
Customer Plans
Mar k et i ng
S al es
Customer
Presentations
Commercia
l Planning
8/8/2019 Nestle - Zaka (19)
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What happens in each Brand Planning Process PhasePhase 1
"How To Analyze Current Situation" used here"How To Analyze Current Situation" used here
Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Situation analysis including businessreview, conversion of data/information intounderstanding/insight and summarizingfindings into Key Learning's occurs here.(interaction with CIG 3.1)
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
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What happens in each Brand Planning Process PhasePhase 1
"How To Analyze Current Situation" used here"How To Analyze Current Situation" used here
Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Output(s): State of Business & Key Learning's
Stakeholders involved: Marketing, Sales,Finance, Market Research, Demand Planning,Manufacturing, Agency Partners, etc.
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 18/42
What happens in each Brand Planning Process PhasePhase 2
"How To Identify Issues & Opportunities" used here"How To Identify Issues & Opportunities" used here
Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identifying, quantifying andprioritizingKey Issues and KeyOpportunities and identifying BigIdeas occur here.(interaction with CIG 3.1 and I/R
3.5)
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 19/42
What happens in each Brand Planning Process PhasePhase 2
"How To Identify Issues & Opportunities" used here"How To Identify Issues & Opportunities" used here
Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Key Issues & Opportunities and BigIdeas Stakeholders involved: Marketing, Sales,Finance, Market Research, Demand Planning,Manufacturing, Agency Partners, etc.
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 20/42
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
•
Review/refine Brand Vision & Targets and the development of Brandobjectives, strategies& tactics occurs here. Tactics can include both non consumer facing (e.g.reduce COGs, conduct research, etc) and consumer facing tactics (e.g.increase trade asset placement, advertise).• Key Brand Initiatives are also summarzed here. Brand Initiatives are
tactics grouped by bigger themes. (interaction with CIG
3.1, BE 3.3, I/R 3.5)
What happens in each Brand Planning Process PhasePhase 3 Not system- supported
"How To review/refine Vision and develop Objs, Strats & Tactics" used here"How To review/refine Vision and develop Objs, Strats & Tactics" used here
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 21/42
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
What happens in each Brand Planning Process PhasePhase 3 Not system- supported
"How To review/refine Vision and develop Objs, Strats & Tactics" used here"How To review/refine Vision and develop Objs, Strats & Tactics" used here
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Brand Objectives, Strategies &Tactics andKey Brand Initiatives Stakeholders involved: Marketing, Sales,Finance, Market Research, Demand Planning,Manufacturing, Agency Partners, etc. Aggregate Brand
Consumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 22/42
What happens in each Brand Planning Process PhasePhase 4 Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
•
Formal review of Brand plans to date (e.g. issues/opps, objectives,strategies, tactics all relevant parties occurs here (e.g. sales, ensure supply, finance,etc)• For Purposes of this process "Gaps vs. Category Plan"covers theway a Brand Plan is integrated with the Category Plan and othBrand, Channel and Customer Plans during Commercial Planning.
(interaction with Category Plan 3.2 and Sales Plan4.1)
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 23/42
What happens in each Brand Planning Process PhasePhase 4 Not system- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
DevelopObjectives,
Strategies &
Tactics
GenerateConsumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Agreed upon plan elements todate Stakeholders involved: Marketing, Sales,Finance,Market Research, Demand Planning,
Manufacturing, etc.
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 24/42
What happens in each Brand Planning Process PhasePhase 5 System- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze currentsituation
Identify and
prioritize issues &
opportunities
Develop
Objectives,Strategies &
Tactics
Generate
Consumer Communication
Plan
Formalize & Gain
Approval on
Brand Plan
Identify gaps vs.category plan
"How To Select Consumer Communication Activities in line with Objectives""How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here"How To Select KPI's/PPI's for Consumer Communication Activities" used here
• For all consumer facing tactics the Consumer Communication Planis created here.• The Consumer Communication Plan is the calendarized version of when each consumer communication activity will take place during aspecific time period (e.g. month, quarter, year, etc).• Alignment of the "Consumer Communication and Trade Activity Plans" has to be sought here before moving forward with Formal Approval of plans. (interaction with Sales Plan 4.1)• KPI/PPI selection for Cons Comm Activities and preliminary target
setting also occurs here
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate Brand
Consumer
Communication Plansinto a Consumer Communication
Summary at Category
level
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.
activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.
activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer
Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
8/8/2019 Nestle - Zaka (19)
http://slidepdf.com/reader/full/nestle-zaka-19 25/42
What happens in each Brand Planning Process PhasePhase 5 System- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze currentsituation
Identify and
prioritize issues &
opportunities
Develop
Objectives,Strategies &
Tactics
Generate
Consumer Communication
Plan
Formalize & Gain
Approval on
Brand Plan
Identify gaps vs.category plan
"How To Select Consumer Communication Activities in line with Objectives""How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here"How To Select KPI's/PPI's for Consumer Communication Activities" used here
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Consumer Communication Plan, Consumer
Campaign & Activity Summary, Selected KPI's/PPI's forCons Comm Activities and preliminary targets Stakeholders involved: Marketing, Sales, Finance,Market Research,Demand Planning, Agency Partners, etc.
Aggregate Brand
Consumer
Communication Plansinto a Consumer Communication
Summary at Category
level
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.
activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.
activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer
Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
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What happens in each Brand Planning Process PhasePhase 6 Not system- supported
"How To Write a Brand Plan Document" used here"How To Write a Brand Plan Document" used here
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
•Proposed Brand Plan is documented (including
projections and consumer communicationplan) and Final Approval is sought here.• Relevant changes are made based oncomments/approvals and plan is archived.(interaction with Sales Plan 4.1 and Category Plan3.2)
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
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What happens in each Brand Planning Process PhasePhase 6 Not system- supported
"How To Write a Brand Plan Document" used here"How To Write a Brand Plan Document" used here
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Approved Brand Plan (includingConsumer Comm. Plan) Stakeholders involved: General Management,Marketing, Sales, Finance, MarketResearch, Demand Planning, Manufacturing,Agency Partners, etc.
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
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3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
What happens in each Brand Planning Process PhasePhase 7 System- supported
PROCESS LINKSPROCESS LINKS
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
•
All Final Brand Consumer Communication Plans (CCP)are aggregated here to create a ConsumerCommunication Summary at Category Level.• The Consumer Communication Summary will bereviewed against the completed trade activity summaryin order to ensure that the requirements of the CategoryPlan have been met. (interaction with Sales Plan 4.1 and Category Plan 3.2)
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3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
What happens in each Brand Planning Process PhasePhase 7 System- supported
PROCESS LINKSPROCESS LINKS
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize Brand
Plan documentObtain FinalApproval
Reviseprojections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers in
category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify andprioritize issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & GainApproval on
Brand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
PrioritizeKey issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop Brand
Objectives,Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate BrandConsumer
Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
Prioritize
Consumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns and
Related Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Output(s): Agreed upon Consumer Communication Summary
at Category level Stakeholders involved: Marketing, Sales, Finance, DemandPlanning, Market Research, Agency Partners, etc.
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Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Execution of Consumer Communication ActivitiesOccurs here
3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKSPROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
System- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify and
prioritize issues &opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & Gain
Approval onBrand Plan
Identify gaps vs.
category plan
Final Cons Comm Campaign andActivityKPI/ PPI & target assignment andapproval occurs and ConsumerCommunication Campaigns &Activitiesare Executed, Tracked and Evaluated
here.
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
Prioritize
Key issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
Prioritize
Key issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,
Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,
Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities across
Brand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
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Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Retrieve RelevantInformation
Identify Campaigns andConsumer ActivitiesObjectives
Identify Consumer Communication ActivityGroupings and Types
Create Campaigns andRelated Consumer Activities
Perform feasibility check
Construct Consumer Communication Plan
Perform cross checkswithin Category
Perform cross checksacross Categories
Execution of Consumer Communication ActivitiesOccurs here
3.6 Execute & evaluate/review
consumer communication activities
3.6 Execute & evaluate/review
consumer communication activities2.4 Evaluate performance vs. plan
and take corrective action
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKSPROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
System- supported
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Confirmprojections* based onConsumer CommunicationPlan
Formalize BrandPlan document
Obtain FinalApproval
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Revise
projections*based on VOST
Compare revisedprojections* withdraft numbers incategory plan
Check fit andpriority of Objs,Strategies &Tactics againstcategory plan
Analyze current
situation
Identify and
prioritize issues &opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communication
Plan
Formalize & Gain
Approval onBrand Plan
Identify gaps vs.
category plan
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
Prioritize
Key issues &Key opportunities
Identify Big Ideas
Identify issues &opportunities (e.g.via SWOT)
Quantify issues &opportunities
Prioritize
Key issues &Key opportunities
Identify Big Ideas
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,
Strategies &Tactics
Summarize KeyBrand Initiatives
Review/ refineBrand Vision &Targets(if needed)
Develop BrandObjectives,
Strategies &Tactics
Summarize KeyBrand Initiatives
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Summarize Stateof the Business
Facilitate KeyLearning's
Summarize KeyLearning's
Output(s): Executed & Evaluated ConsumerComm. Activities
Stakeholders involved: Marketing, Sales,Market Research, FinaDemand Planning, Agency Partners, etc.
Aggregate Brand
Consumer Communication Plans
into a Consumer Communication
Summary at Categorylevel
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
Aggregate BrandConsumer Comm.Plans into aConsumer Comm.Summary atCategory level
PrioritizeConsumer Comm.activities across
Brand Plans atCategory level
Share ApprovedBrand Plan withrelevant parties
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Recap of Marketing Best Practices V1.5
Content
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Key question: Where are you today, what do youknow and what do you need to know?
The "How To" provides: A guiding process and tools which facilitate choosing relevant
business facts for analysis that enable the generation of understanding/insight into Key Learning's
Outputs: State of the Business and Key Learning's - used as inputs to Step 2
(Issues and Opps) and summarized in Brand Plan Document
When: A Brand Manager will refer to the How To when conducting the
Brand Planning Process and/or an ad-hoc basis (e.g. quarterlyreview)
Analyze
current
situation
Phase 1
Disciplined thinking and focus on key business drivers
ensures solid actionable understanding of current situation
"How To
AnalyzeCurrent
Situation"
Not system- supported
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Key question: Where do you need to focus?
The "How To" provides: A guiding process and tools which facilitate the disciplined
identification, quantification and prioritization of I&O's and theindentification of Big Ideas
Outputs: Key Issues & Opportunities and Big Ideas - used as inputs to
Step 3 (Objs, Strats & Tactics) and summarized in BrandPlan Document
When: A Brand Manager will refer to the How To when conducting
the Brand Planning Process and/or on an ad-hoc basis (e.g.quarterly review)
"How To
Identify
Issues &Opportu
nities"
Identify and
prioritize
issues &
opportunities
Key Issues & Opportunities prioritization facilitates focus on
what most impacts Brand/Business performance
Phase 2
Not system- supported
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Key question: Where do you want to go and how are you going to get there next year?
The "How To" provides: A process, definitions and guidance to develop Objectives,
Strategies and Tactics and provide focus on Key Brand
Initiatives
Outputs: Brand Objectives, Strategies & Tactics and Key Brand Initiatives
- used as inputs to Step 5 (selection of Cons Comm Activities)and summarized in Brand Plan Document
When: A Brand Manager will refer to the How To when conducting
the Brand Planning Process and/or on an ad-hoc basis(e.g. quarterly review)
Develop
Objectives,
Strategies
& Tactics
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
Phase 3
Providing guidance on the development of Objectives, Strategies &
Tactics ensures common understanding and top-down alignment
Not system- supported
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Not system- supported
• Formal review of Brand plans to date with all relevant
parties occurs here (i.e. sales, ensure supply, finance, etc)
• Topics covered: State of the Business,
Key Learning's, Key I&O's, Big Ideas,Brand Objectives, Strategies & Tactics,
Key Brand Initiatives and projections
• For Purposes of this process "Gaps vs. Category Plan"
covers the way a Brand Plan is integrated with theCategory and other Brand, Channel and Customer Plans
during Commercial Planning
Identify gaps vs.
category plan
Identify gaps vs.
category plan
Revise projections*based on VOST
Compare revisedprojections* with draftnumbers in categoryplan
Check fit and priority of
Objs, Strategies &Tactics against categoryplan
Revise projections*based on VOST
Compare revisedprojections* with draftnumbers in categoryplan
Check fit and priority of
Objs, Strategies &Tactics against categoryplan
Phase 4
Sense check
Di i li d l ti f C A ti iti i li ith
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Key question: How will you spend your PFME effectively next year?
This "How To" provides: A process and framework (Cons Comm Activity
Framework) which will be embedded into the GLOBE
system solution that provides transparency of PFMEbudgets and Consumer Communication Activity timing
Outputs: Selected Consumer Communication Activities and the
Brand Consumer Communication Plan (CCP)
- the CCP will be inserted into the Brand Plan Document
When: A Brand Manager will use this system-supported process
on an annual basis (planning cycle) and/or on an ad-hocbasis (e.g. quarterly review)
"How To Select
Consumer Com
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons
Comm Activities"
Generate
Consumer
Communication
Plan
Phase 5a
Disciplined selection of Consumer Activities in line with
Brand Objectives enables the more effective use of PFME
System- supported
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Di i li d h t B d Pl D t ti i th
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This "How To" provides: A flexible format (e.g. level of detail) and guidance to write a
Brand Plan Document
Outputs:
Completed Brand Plan Document including Brand State of Business, Key Learning's, Key I&O's, Big Ideas,
Objs, Strats and Tactics, PFME Spending Summary, Consumer Communication Plan (CCP), Summary of Cons CommCampaign Objectives, Activities, KPI's and Targets
When:
This "How To" is not system supported and is conductedonce per year and/or during a specific planning period
Formalize &
Gain
Approval on
Brand Plan
"How To
Write a
Brand
Plan
Document"
Phase 6
Disciplined approach to Brand Plan Documentation increases the
ability to transfer knowledge across businesses & geographies
Not system- supported
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Aggregate brand
consumer communication
plans into a consumer communication summary
at category level
Aggregate brand
consumer communicationplans into a consumer
communication summary
at category level
Aggregate brand
consumer comm. plansinto a consumer comm.summary at categorylevel
Prioritize consumer comm. activities acrossbrand plans at categorylevel
Share Approved BrandPlan with relevant parties
Aggregate brand
consumer comm. plansinto a consumer comm.summary at categorylevel
Prioritize consumer comm. activities acrossbrand plans at categorylevel
Share Approved BrandPlan with relevant parties
• All Final Brand Consumer Communication Plans
(CCP) are aggregated here to create a Consumer
Communication Summary at Category Level • The Consumer Communication Summary will be
reviewed against the trade activity summary in order
to ensure that the requirements of the Category Plan
have been met
Phase 7
System- supported
Aggregate and Cross check Brand Consumer Communication Plans
Summary of Brand Planning Process "How To's"
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Summary of Brand Planning Process How To sand Related Outputs
"How To
review/refine
Vision and
develop
Objs,
Strats &
Tactics"
"How To Select
Consumer Comm
Activities
in line with
Objectives"
"How To Select
KPI's/PPI's for Cons Comm Activities"
"How To
Write a
Brand
Plan
Document"
"How To
Identify
Issues &
Opportu
nities"
"How To
Analyze
Current
Situation"
Analyze currentsituation
Identify and
prioritize issues
& opportunities
Develop
Objectives,Strategies &
Tactics
Identify gaps vs.category plan
Generate
Consumer Communication
Plan
Formalize & Gain
Approval on
Brand Plan
Aggregate Brand
Consumer
Communication Plansinto a Consumer Communication
Summary at Categorylevel
"How To Conduct the Brand Planning Process"
Outputs:• State of Business• Key Learning's
• Key I&O's• Big ideas
• Brand Objectives,
Strats & Tactics,• Key Brand Initiatives
• Selected Consumer
Comm Activities• Brand Cons
Comm Plan (CCP)• Selected KPI's/PPI's
& Targets for Cons
Comm Activities
Not System supportedSystem
supportedNot Systemsupported
Systemsupported
• Brand Plan
Document• Approved Brand Plan
including Cons Comm
Plan (CCP)• Cons Campaign &
Activity Summary
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Goal of Applying the Brand Planning process
Full process adopted: all steps respected and completed
with flexibility in application Likely to be used where there is little or no best practice in-place,
or where a process exists but is not disciplined or documented
High competency, sophisticated markets with significant experience of disciplined brandplanning may want to apply process less strictly provided all outputs are generated
Markets/businesses with strategic quarterly reviews may not want to complete all stepsevery time
However, some process steps must be completed as their outputs are required: to input data into the GLOBE SAP systems (e.g. spending, volumes,
consumer communication objectives & activities, KPI's/PPI's, etc) for the Brand Consumer Communication Plans to be rolled up into a
Consumer Communication Summary at a Category Level for relevant hierarchic approval,stakeholder communication and archiving purposes
top related