Marketing Training Proposal

Table of Contents

• Project Overview: Scope & Objectives 3

• EAI Process for Building Great Brands 4 – 12

• Marketing Workshops Overview: Learning Objectives 13 – 21

• Sample Curriculum: Marketing Excellence Fundamentals 22 – 24

• Customization Approach 25 – 31

• Past Ennis Associates Training Clients 32 – 33

• Ennis Associates Contact Information 34 – 35

Page #

2

Proposal Overview

• Delivering profitable growth is essential to your business’s

continued success. Building highly skilled marketing

capabilities will ensure this goal is achieved.

Project Scope

• Comprehensive training program customized to your business

• Focus on Marketing Core Competencies to drive growth

Project Objectives

• Create Core Marketing Competency workshops tailored to the specific

needs of your marketing teams

• Present training that embeds your business practices

3

IntroductionEAI – Process For Building Great Brands

Ennis Associates, Inc. Overview

• Founded in 1975, firm specializes in developing / presenting marketing

workshops to Consumer Packaged Goods industry

• Consultant on core marketing competency topics

• Outstanding reputation as experienced / knowledgeable Brand

Marketing training organization

• Broad spectrum of CPG clients – Many with Global operations

• 600 workshops attended by over 9,000 marketers during past 20 years

5

EAI Values

Mission

• To provide global best practices marketing training complimenting

our client Company’s marketing philosophy.

Vision

• To be respected throughout the world as the standard of

excellence in professional marketing training.

6

EAI – 4 Prime Directives of a Brand Marketer

• Build Long-Term Brand Equity

• Deliver Agreed to Financial Results

• Achieve Sustainable Competitive Market Position

• Build Relationships / Partnerships Across Organization

7

EAI – 10 Steps To Building Great Brands

1. Complete a robust Category and Brand Analysis;

2. Achieve Profound Understanding of the Brand’s Prime Target Consumer;

3. Discover a compelling Consumer Insight to guide all strategic business decisions;

4. Understand the true Growth Drivers for generating consistent business results;

5. Develop a focused Brand Strategy that exploits company core competencies;

6. Create a differentiated Brand Architecture / Positioning Statement;

7. Ensure consumer communication is consistent with Brand’s Equity/Strategy;

8. Develop customer plans that build the category and support the Brand’s Equity;

9. Create Integrated Execution Plans that connect with the Prime Target Consumer;

10. Achieve Financial Success by consistently delivering Goals.

8

EAI Process For Building Great Brands

• Our methodology of applying a disciplined process for

Building Great Brands is based on a sound Market Strategy

& Planning Framework which generates results.

9

EAI – Market Strategy & Planning Framework

Feedback and Improvement

Consumer Plan

Vision Statement

StrategicImperatives

Long Term Brand Growth

Drivers

ConsumerStrategicPlatform

Brand Equity Statement

Business Objective

MarketingObjectives

Marketing Strategies

AnnualObjectives

& Strategies

Integrated Marketing

MixElements:

- Product- Brand- Pricing- Communication- Consumer

Promotion- Retail Channels

IntegratedConsumer

ExecutionalPlan

Consumer Penetration & Consumption Trends

Growth Drivers

Category Sales & Share Trends

Key Competitors

CategorySituation Analysis

Trade Channel Trends

Segment Sales & Share Trends

Strategic SWOT

Annual Activity Calendar

Evaluation of Key Market Measures

Implementation

Sales & Marketing Coordinated

Execution

Formal ReviewsFinancial

Health

Brand Strategic Framework

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

BrandSituationAnalysis

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Business Objective

MarketingObjectives

Marketing Strategies

AnnualObjectives

& Strategies

Financial Health

10

EAI Competitive Advantage – Client Feedback

• Achieves a common language & set of disciplines that

participants apply in real world situations;

• Clear communication skills deliver deeper understanding of

core marketing concepts;

• Presentation style effectively drives profound thinking &

stimulates breakthrough action;

• Focus on marketing tools / processes that drive key insights

into building brands long-term.

11

Project Leader / Senior Facilitator: Tim Ennis

• President, Ennis Associates, Inc.

• Background: Sales & Marketing (Coca-Cola) – 7 years Marketing / New Products (Nabisco & Becton Dickinson) – 11 years Marketing Training / Consulting – 13 years

• Focus on strengthening core competencies of marketers & functional

teams

• Areas of Expertise: Brand Equity / Strategy Development Consumer Insights Identification Marketing Mix Core Competencies: (Advertising, Integrated Marketing,

Promotion, New Products, Strategic Annual Planning)

12

Marketing Workshops OverviewLearning Objectives & Key Topics / Activities

Workshops Offered By Ennis Associates

• Marketing Excellence Fundamentals: Overview & Understanding

• Brand Equity: Management & Positioning

• Market Strategy & Planning: Annual Business Plans

• Creative Strategy & Execution: “Breakthrough” Communication

• Promotion Development: Integrated Promotion Planning

• Consumer Understanding: Market Research & Consumer Insights

• Innovation: New Product Ideation & Concept Development

14

Marketing Excellence Fundamentals Overview & Understanding

Learning Objectives

• Appreciate importance of “Brand” and Brand Equity;

• Achieve a deeper understanding of the Market Strategy & Planning Framework;

• Understand true business Growth Drivers & identify the Brand’s Critical

Success Factors;

• Learn the differences: Objectives – Strategies – Tactics.

Key Topics Covered

• Category & Brand Situation Analysis (Business Drivers, SWOT’s)

• Consumer Understanding (Segmentation, Consumer Portrait, Insights Process Steps)

• Consumer Strategic Platform (Brand Positioning & Strategy)

• Annual Brand Planning (Flow, Process Steps)

15

Brand Equity Management & Positioning

Learning Objectives

• Understand importance of Brand Equity to the Company’s competitive strength

and profitability;

• Develop differentiated Brand Architecture & Positioning Statements to focus the

brands competitive premise;

• Take responsibility for building brands (All aspects of marketing mix).

Key Topics

• Brand Equity (Consumer Meaning, Importance of the Brand Essence)

• Brand Architecture Template (Key Elements, Development Process)

• Brand Positioning (Role to the Brand, Development Process)

• Brand Equity Communication (Execution Through the Marketing Mix)

16

Market Strategy & Planning Annual Business Plans

Learning Objectives

• Become expert at identifying true growth drivers for Category / Brand;

• Increase proficiency at articulating Critical Success Factors to create a clear

roadmap for building the Brands strategy;

• Enhance skills in identifying focused Marketing Strategies to guide annual

tactical planning activities;

• Develop fully integrated Executional Plans that are customer focused.

Key Topics

• 3 Distinct Planning Stages (Situation Analysis, Objectives/Strategies, Execution Plan)

• Key Business Planning Tools (Strategic SWOT, Short-Term Growth Drivers)

• Strategic Platform (Business & Marketing Objectives, Strategies, Scorecard)

17

Creative Strategy & Execution “Breakthrough Communication”

Learning Objectives

• Improve advertising leadership ability leading to brand building & strong

agency partnerships;

• Cultivate effective skills in developing Creative Briefs using the Company’s

template insightfully;

• Become proficient at identifying the Creative “Big Idea”;

• Develop skills in evaluating agency Communication submissions.

Key Topics

• Key Thrust of Great Advertising / Communication (Disrupt, Engage, Convince)

• Creative Brief Development (Guiding Principles, Step-by-Step How to Prepare)

• Evaluating Submissions (Strategic “Big Idea”, 5 Step Evaluation Process)

• Agency Management (Communicating with Both Account & Creative Team)

18

Promotion Development Integrated Promotion Planning

Learning Objectives

• Appreciate how Promotion impacts the long-term health of the Brand;

• Become skilled in all key elements of the Promotion Planning process;

• Appreciate the range of tools, online and off-line, for strategically reaching the

prime target consumer;

• Be proficient at creating fully integrated communication plans with Sales.

Key Topics Covered

• Consumer Behavior Changes to Influence (Source of Annual Volume)

• Promotion Objectives (4 Categories of Promotion Objectives)

• Promotion Strategies (Identify Target Audience & Desired Action you seek from them)

• Integrated Promotion (Consumer & Shopper Marketing, Category Management)

19

Consumer Understanding Market Research & Consumer Insights

Learning Objectives

• Appreciate how to identify & fill knowledge “Gaps” about consumer / customer

needs;

• Create effective Research Briefs with clear Action Standards;

• Develop skills in using the 6-Step Insights Process;

• Understand the primary research methodology options and when to use each.

Key Topics Covered

• Market Research Process (Key Steps & Strategy Identification)

• Consumer Insights Process (Conducting an Insights Session with 6-Step Process)

• Research Brief (Component Parts and How to Prepare)

• Research Agency Management (Communicating with Marketing Research Agencies)

20

Innovation New Product (NPD) Ideation & Concept Development

Learning Objectives

• Apply Insights & Breakthrough thinking in managing New Product / Line

Extension Projects;

• Develop skills in applying the 5-Step New Product Development (NPD) Stage-

Gate Process;

• Understand 5-Step Process for generating “Breakthrough” NPD Ideas;

• Gain expertise in Concept Development & Product Testing.

Key Topics Covered

• 3 Cornerstones of NPD Success (Focused Strategy, Structured Process, Resources)

• Drivers of Project Momentum (Role of the Project Champion & Executive Sponsor)

• Cross-Functional Collaboration (Leverage Company Capabilities & Resources)

• Marketing Concept Board (Component Parts & How to Develop)

21

Sample CurriculumMarketing Excellence Fundamentals Overview & Understanding

Marketing Excellence Fundamentals - Sample Curriculum

• Brand Equity Definition: Cause-Effect Chain Model

• Brand Scorecard – Tool

• Market Strategy & Planning Framework: Category Understanding:

Category Drivers

Target & Brand Understanding: Short-Term Growth Drivers Strategic SWOT Analysis Consumer Segmentation Consumer Portrait

• Consumer Insights Process: 6 key steps to identifying an Insight

• Consumer Strategic Platform: Vision Statement – Brand Strategic Imperatives Long-Term Brand Growth Drivers

• Brand Architecture:

Attributes, Product Benefits, Emotional

Benefits, Driving Beliefs, Personality, Brand

Essence

• Positioning:

Role & Importance to the Brand

• Marketers definition and consumers

definition of Positioning

• Positioning Statement Format

• Positioning Statement Details:

Focusing your Target Audience

Selecting your Frame-of-Reference

Defining your Leverageable Point-of-

Difference

Choosing your Consumer End Benefit

23

Marketing Excellence Fundamentals - Sample Curriculum

• Market Research – Key Principles: Effectively using Market Research Identifying Knowledge “Gaps”

• Advertising – Generating “Breakthrough”: Advertising Strategy & Creative Brief 5 step Creative Evaluation process Building Agency Partnerships Advertising Testing

• Media Planning: Role of Media in the Communication Process Targeting – The Consumer Portrait Media Brief

• Packaging Development Process: The Strategic Role of Packaging Packaging and Building Brand Equity Packaging Brief

• Promotion Planning Process: 4 Categories of Promotion Objectives

Targeted Promotion Strategies: Target Audience, Desired Actions,

Timeframe

Promotion Brief

• Objectives & Strategies: Business Objectives

Marketing Objectives

Marketing Strategies

• Integrated Consumer Executional Plan: Identifying the Best Mix of Tactics

• Annual Brand Planning Process: 3 Distinct Stages of Planning

Annual Brand Plan Template

24

Customization ApproachSeamless Integration With Company Philosophies

Key Advantages

• Internal interviews are used to develop curriculums that addresses marketing

training needs important to your Company

• Workshop curriculums are reviewed with management to ensure they meet all

Project Objectives

• Company advertising, promotions, media and case histories are integrated

into each workshop

• Confidential planning issues can be discussed in class

• Workshop facilitators are available to review individual marketing problems by

brand and/or product categories

• Ennis Associates utilizes a 4 Phase approach to building a customized

program to address your specific needs

26

4 Phase Customization Approach

• Phase 1

Data Gathering, Analysis & Recommendation Process

• Phase 2

Create Customized Development Programs - Training Manual &

Materials

• Phase 3

Delivery of Workshops - Core Competency Marketing Training

• Phase 4

Training Evaluation & Updating

27

Phase 1: Data Gathering, Analysis & Recommendation

• Initiate extensive data collection process. Executional approach:

Meet key managers to identify development needs of the marketing

team;

Document gathering to identify current practices & terminology;

Comprehensive training curriculum developed, submit for management

review & approval.

Key Deliverable

• Comprehensive workshop outlines, tailored to organization needs

28

Phase 2: Create Customized Development Programs

• Executional approach:

Develop training materials including manuals, presentations, case

studies, and process & models templates;

Revise materials as needed, gain final leadership approval.

Key Deliverable

• Workshop Presentation / Process Models / Templates

29

Phase 3: Delivery of Workshops

• Executional approach:

Present training workshops with key members of the organization;

Conduct program evaluation to ensure key learning’s embedded within

organization.

Key Deliverable

• Completion of initial training for all marketing personnel and related functional

teams

30

Phase 4: Training Evaluation & Updating

• Executional approach:

Review key learning’s obtained during workshops;

Modify program if needed to better deliver objectives;

Gain management approval, prepare program materials for execution

during the next fiscal year.

Key Deliverable

• Fully updated training workshops

31

Past Ennis Associates Training Clients

Past Ennis Associates Clients

• Abbott Laboratories

• Allied Domecq

• Bayer Corporation

• BIC Corporation

• Bristol-Myers Squibb

• Centerra Wine

• Church & Dwight

• CIBA Vision

• Coca-Cola

• E & J Gallo

• Energizer

• Fisher-Price

• Georgia Pacific

• Gerber Products

• Henkel

• J. Wray & Nephew

• Kellogg’s Company

• Mars Advertising

• McCormick & Co.

• Mead Johnson

• Merial Ltd.

• Nabisco Foods

• Nestle USA

• Reckitt Benckiser

• Sara Lee Corporation

• United Pet Group

• Vivendi Universal

• Warner Brothers

• William Grant & Sons

• Wyeth

33

Ennis Associates Contact Information

To Contact Ennis Associates

For more information you can contact Ennis Associates as follows:

• Our phone number is 800-914-4194

• Our email address is Inquiry@eaimarketing.com

• Our website address is www.ennisassociatesinc.com

• Our fax number is 800-914-4594

35