nestle - zaka (19)

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Overview of Brand Planning Process

8/8/2019 Nestle - Zaka (19)


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

8/8/2019 Nestle - Zaka (19)


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

8/8/2019 Nestle - Zaka (19)


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


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)


Overview of Brand Planning Process (Process 3.4 "Develop brand plans & aggregate to consumer communication summary")

3.6 Execute & evaluate/review

consumer communication activities



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


Brand vision


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


Formalize Brand

Plan document


Revise

projections*based on VOST

Compare revisedprojections* withdraft numbers in

category planCheck fit andpriority of Objs,Strategies &Tactics againstcategory plan

Reviseprojections*based on VOST



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


Prioritize



Review/ refineBrand Vision &Targets(if needed)

Develop BrandObjectives,Strategies &Tactics

Summarize KeyBrand Initiatives


Develop Brand

Objectives,Strategies &Tactics


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 Big Ideas

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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?




consumer communication activities2.4 Evaluate performance vs. plan




PROCESS LINKSPROCESS LINKS

Marketing lead with crossfunctional participation includingsales, finance, market research,

ensure supply,manufacturing, external partners,etc

Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan

Aggregate Brand





Formalize BrandPlan document



Formalize Brand

Plan document




category plan

Check fit andpriority of Objs,Strategies &Tactics againstcategory plan

Revise







Identify Big Ideas




Identify Big Ideas





Develop Brand










Prioritize




Prioritize



















8/8/2019 Nestle - Zaka (19)










Approval may be sought atthe end of Phase 2 & 3depending on market needs

When does Senior Management approval occur during the Brand Planning Process?


Approvalrecommended Approvalrequired

Marketing and Salesalign Consumer &Trade Activities

Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan

Aggregate Brand








Formalize Brand

Plan document




category plan


Revise













Identify Big Ideas




Identify Big Ideas








Prioritize




Prioritize



















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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


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)



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


C = Finance, DemandPlanning, Manf, Mrkt

Rsrch, Agency Partners



C = Finance, DemandPlanning, Manf, Mrkt



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









Compare revisedprojections* withdraft numbers incategory plan

Check fit andpriority of Objs,

Strategies &Tactics againstcategory plan

Revise



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










Identify Big Ideas




Identify Big Ideas








Communication Plansinto a Consumer

CommunicationSummary at Category

level


PrioritizeConsumer Comm.activities acrossBrand Plans atCategory level





















Marketing = Brand Manager Marketing Approval = Sr. Marketing

8/8/2019 Nestle - Zaka (19)


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


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

8/8/2019 Nestle - Zaka (19)


Brand Planning Process Phases with Outputs

Outputs

Identify and

prioritizeissues &

opportunities

Analyze

currentsituation

Develop

Objectives,Strategies &

Tactics

Generate


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)


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


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)


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)


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)


What happens in each Brand Planning Process PhasePhase 1

"How To Analyze Current Situation" used here"How To Analyze Current Situation" used here

Not systemsupported


Formalize Brand

Plan document



Formalize Brand

Plan document





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan










Identify Big Ideas




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)


Develop Brand




Develop Brand



Aggregate Brand





Prioritize




Prioritize



















8/8/2019 Nestle - Zaka (19)



"How To Analyze Current Situation" used here"How To Analyze Current Situation" used here



Formalize Brand

Plan document



Formalize Brand

Plan document





Revise













Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand



Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan

Aggregate Brand





Prioritize




Prioritize



















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)



"How To Identify Issues & Opportunities" used here"How To Identify Issues & Opportunities" used here



Formalize Brand

Plan document



Formalize Brand

Plan document





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


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 Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand









Aggregate Brand





Prioritize




Prioritize



















8/8/2019 Nestle - Zaka (19)



"How To Identify Issues & Opportunities" used here"How To Identify Issues & Opportunities" used here



Formalize Brand

Plan document



Formalize Brand

Plan document





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan




Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand









Output(s): Key Issues & Opportunities and BigIdeas Stakeholders involved: Marketing, Sales,Finance, Market Research, Demand Planning,Manufacturing, Agency Partners, etc.


Communication Plans




Prioritize




Prioritize



















8/8/2019 Nestle - Zaka (19)



Formalize Brand

Plan document



Formalize Brand

Plan document





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


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 systemsupported

"How To review/refine Vision and develop Objs, Strats & Tactics" used here"How To review/refine Vision and develop Objs, Strats & Tactics" used here


Develop Brand




Develop Brand






Identify Big Ideas




Identify Big Ideas








Communication Plans




Prioritize




Prioritize














Create Campaigns and

Related Consumer Activities





8/8/2019 Nestle - Zaka (19)



Formalize Brand

Plan document



Formalize Brand

Plan document





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan


"How To review/refine Vision and develop Objs, Strats & Tactics" used here"How To review/refine Vision and develop Objs, Strats & Tactics" used here


Develop Brand




Develop Brand






Identify Big Ideas




Identify Big Ideas







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




Prioritize




Prioritize




















8/8/2019 Nestle - Zaka (19)




Formalize Brand

Plan document



Formalize Brand

Plan documentObtain FinalApproval




Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


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 Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand










Communication Plans




Prioritize




Prioritize




















8/8/2019 Nestle - Zaka (19)




Formalize Brand

Plan document



Formalize Brand





Revise




Analyze current

situation


opportunities

DevelopObjectives,

Strategies &

Tactics

GenerateConsumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan




Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand









Output(s): Agreed upon plan elements todate Stakeholders involved: Marketing, Sales,Finance,Market Research, Demand Planning,

Manufacturing, etc.


Communication Plans




Prioritize




Prioritize




















8/8/2019 Nestle - Zaka (19)


What happens in each Brand Planning Process PhasePhase 5 System- supported







Revise




Revise




Analyze currentsituation

Identify and

prioritize issues &

opportunities

Develop


Tactics

Generate


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 Big Ideas




Identify Big Ideas













Aggregate Brand

Consumer

Communication Plansinto a Consumer Communication

Summary at Category

level


PrioritizeConsumer Comm.

activities acrossBrand Plans atCategory level

















Create Campaigns andRelated Consumer

Activities





8/8/2019 Nestle - Zaka (19)









Revise




Revise





Identify and

prioritize issues &

opportunities

Develop


Tactics

Generate


Plan

Formalize & Gain

Approval on

Brand 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 Big Ideas




Identify Big Ideas













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


Summary at Category

level




















Create Campaigns andRelated Consumer

Activities





8/8/2019 Nestle - Zaka (19)



"How To Write a Brand Plan Document" used here"How To Write a Brand Plan Document" used here


Formalize Brand

Plan document



Formalize Brand





Revise




Analyze current

situation


opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan


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 Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand










Communication Plans




Prioritize




Prioritize




















8/8/2019 Nestle - Zaka (19)



"How To Write a Brand Plan Document" used here"How To Write a Brand Plan Document" used here


Formalize Brand

Plan document



Formalize Brand





Revise




Analyze current

situation


opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan




Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand









Output(s): Approved Brand Plan (includingConsumer Comm. Plan) Stakeholders involved: General Management,Marketing, Sales, Finance, MarketResearch, Demand Planning, Manufacturing,Agency Partners, etc.


Communication Plans




Prioritize




Prioritize





















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Formalize Brand



Formalize Brand





Revise




Analyze current

situation


opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan




Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand










Communication Plans




Prioritize




Prioritize





















•

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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Formalize Brand



Formalize Brand





Revise




Analyze current

situation


opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan


Brand Plan

Identify gaps vs.

category plan




Identify Big Ideas




Identify Big Ideas


Develop Brand




Develop Brand










Communication Plans




Prioritize
























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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Execution of Consumer Communication ActivitiesOccurs here









"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







Revise




Revise




Analyze current

situation

Identify and

prioritize issues &opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan

Formalize & Gain


Identify gaps vs.

category plan

Final Cons Comm Campaign andActivityKPI/ PPI & target assignment andapproval occurs and ConsumerCommunication Campaigns &Activitiesare Executed, Tracked and Evaluated

here.



Prioritize

Key issues &Key opportunities

Identify Big Ideas



Prioritize


Identify Big Ideas


Develop BrandObjectives,

Strategies &Tactics




Strategies &Tactics








Aggregate Brand








PrioritizeConsumer Comm.activities across

Brand Plans atCategory level


8/8/2019 Nestle - Zaka (19)


















Execution of Consumer Communication ActivitiesOccurs here









"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







Revise




Revise




Analyze current

situation

Identify and

prioritize issues &opportunities

Develop

Objectives,

Strategies &

Tactics

Generate

Consumer

Communication

Plan

Formalize & Gain


Identify gaps vs.

category plan



Prioritize


Identify Big Ideas



Prioritize


Identify Big Ideas



Strategies &Tactics




Strategies &Tactics








Output(s): Executed & Evaluated ConsumerComm. Activities

Stakeholders involved: Marketing, Sales,Market Research, FinaDemand Planning, Agency Partners, etc.

Aggregate Brand








PrioritizeConsumer Comm.activities across

Brand Plans atCategory level


8/8/2019 Nestle - Zaka (19)


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"


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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


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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


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• 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


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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"


Identify and

prioritize issues

& opportunities

Develop


Tactics


Generate


Plan

Formalize & Gain

Approval on

Brand Plan

Aggregate Brand

Consumer



"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

nestle - zaka (19)

Documents