Brand Strategy

2

Category Analysis New Product Analysis Customer Analysis

Consumer Trends & Analysis

Competitor Analysis

Our Brand Analysis

3

SECTION 1: THE ANALYSIS

NPD & Packaging Strategy

Development Strategy

Branding at Point of Sale

Strategy

Operations Analysis & Strategy

Pricing & Merchandising

Strategy

SECTION 2: YOUR PLAN REVIEW

Communication Strategy

4

Plan

Plan

PlanObjectives

Strategy

Strategy

Strategy

Strategy

Strategy

SECTION 3: THE PLAN

5

Category Analysis

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7

CATEGORY SALES TRENDSCategory Sales Trends

• 5 year category sales trend • $s• % Chg.

• Prior year sales by segment• $• % Chg• Share

Category Key Players Snap Shot

• Key performance measures by brand (total US)

• $ sales• % chg.• Share• Avg. item carried• % contribution category

growth• Share category growth

Category Key Players Sales By Segment

• Key performance measures by brand (total US)

• $ sales and average items carried by segment

SUMMARY OF KEY LEARNING & IMPLICATIONS

CATEGORY SALES TRENDS• See where the trends

• See where the stories are

• See where the opportunities are

• See where the threats are

• See who is winning and who is losing

• See where private brands is winning/losing/growing/shrinking

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Consumer Segment Consumer Segment Consumer Segment

Need State

Need State

Need State

Need State

OPPORTUNITY MATRIX-OPTION 1p Maps competitor offerings by need state or product segment

Competitor Y

Competitor X

Competitor YCompetitor Z

Private Label

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Consumer Target(Demographics) Consumer Target Consumer Target

Product Segment or Product (Demographics) (Demographics)

Product Segment or Product

Product Segment or Product

Product Segment or Product

OPPORTUNITY MATRIX-OPTION 2p Maps competitor offerings by need state or product segment

Competitor Y

Competitor X

Competitor YCompetitor Z

Private Label

New Product Analysis

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NEW PRODUCT CATEGORY SUMMARYPrior Year New Products

• New products for our brand and competition• $• AVC• Velocity• Price• Promotion• Adv. Spend• Adv. to sales ratio

New Product Tracker• 3-year performance tracker

• $• % chg.• Distribution• AIC• Price• Promotion• Adv. spending• Adv. to sales ratio

SUMMARY OF KEY LEARNING & IMPLICATIONS

P&G BREAKS DOWN TYPES OF INNOVATION• Commercial Innovation – exploits current benefits and drives new levels

of trial through commercial activation of a brand (advertising, sponsorships, promotions, etc.)

• Sustaining Innovation – important improvements to current product offerings that enhance current benefits that enable a brand to grow share (upgrades and line extensions)

• Transformational Innovation – big breakthroughs on existing brands that reset competitive advantage, resulting in share gains and category growth (think Tide brand architecture, Kellogg’s Special K).

• Disruptive Market Innovation – creating new categories or disrupting current categories with new segments to drive true incremental consumption (think Swiffe, Kashi, Naked/Odwalla Juice)

Geographic & Customer Analysis

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GEOGRAPHIC & CUSTOMER ANALYSISGeographic Overview

• Region $/% chg.• Key markets $/% chg.• CDI/BDI

0

20

40

60

80

100

0 10 20 30 40 50 60 70 80 90 100

Sales

Gro

wth

Customer 4

Customer 1

Customer II

Customer IV

Customer I

Customer B

Customer A

Customer V

Customer III

Customer 3

Customer 2

Customer C

CATEGORY CUSTOMER MAP

Colors represent different channels

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GEOGRAPHIC & CUSTOMER ANALYSISGeographic Overview

• Region $/% chg.• Key markets $/% chg.• CDI/BDI

KEY CUSTOMER INSIGHTS & TRENDS

• Channel shifts and trends• Customer insights & trends• Strategic implications

SUMMARY OF KEY LEARNING & IMPLICATIONS

Consumer Analysis & Trends

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CONSUMER TRENDSConsumer Trends

• Generational summary and global trends

Category Demographic Analysis

• By segments• By high, medium, low• By brand

Consumer Macro Trends• Category consumption/

behavior trends• Shopping behavior trends

SUMMARY OF KEY LEARNING & IMPLICATIONS

(Our Brand) Analysis

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BRAND GROWTHDrivers of sales and profits

(5 year trend) • New sales $)• Volume• Net profit ($)• AVC

Drivers of Growth• Product segment/Product

line• Sales• % Chg.• Offering• Customer distribution• Pricing• Promotion

Summary of Business• Key factors/insights

• Business climate• Customer trends/pressure• Competitive pressure• Consumer trends

• Goal is to answer:• Business challenges • Business opportunity• What must the brand do?

•

SUMMARY OF KEY LEARNING & IMPLICATIONS

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BRAND VISIONCurrent Brand Vision

• Vision statementCurrent Brand Promise

• How we want the brand defined in the mind of the consumer tomorrow• Functional benefit• Emotional benefit• Positioning statement• Personality

How It Is Differentiated• List points of differentiation

SUMMARY OF KEY LEARNING & IMPLICATIONS

It’s not about positioning. It’s about taking a position. And positioning involves sacrifice.

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Our philosophy

Who: Who are you?What: What business are you in?For Whom: What people do you serve?What Need: What are their special needs?Against Whom: With whom are you competing?What’s Different: What makes you diff erent?So What: What’s the benefit they derive?

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Positioning Statement

Brand Evaluation

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REVIEW & EVALUATE CURRENT YEAR BRAND OGS

Plan

Plan

PlanObjectives

Strategy

Strategy

Strategy

Strategy

Strategy

SUMMARY OF KEY LEARNING & IMPLICATIONS26

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MAP THE CURRENT BRAND ARCHITECTUREEndorsements

Sub-Brands

Close-in extensions

Core Brand

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Consumer Segment Consumer Segment Consumer Segment

Need State

Need State

Need State

Need State

MAP THE OPPORTUNITY MATRIX-OPTION 1Where is your brand currently?

Competitor Y

Competitor X

Competitor YCompetitor Z

Private Label

Your Brand

Your Brand

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Consumer Target(Demographics) Consumer Target Consumer Target

Product Segment or Product (Demographics) (Demographics)

Product Segment or Product

Product Segment or Product

Product Segment or Product

MAP THE OPPORTUNITY MATRIX-OPTION 2

Competitor Y

Competitor X

Competitor YCompetitor Z

Private Label

Your Brand

Your Brand

Where is your brand currently?

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INNOVATION NPD Pipeline

• Initiatives• Products• Status

Packaging Initiatives• Form, design, innovation

• Initiatives• Needs• Status

SUMMARY OF KEY LEARNING & IMPLICATIONS

0

20

40

60

80

100

0 10 20 30 40 50 60 70 80 90

Sales

Gro

wth

Customer 4

Customer 1

Customer II

Customer IV

Customer I

Customer B

Customer A

Customer V

Customer III

Customer 3

Customer 2

Customer C

BRAND CUSTOMER MAP

Colors represent different channels

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CUSTOMER DEVELOPMENTCurrent Customer &

Channel Development Plan• Priorities• Initiatives

Current Pricing & Merchandising Plan

• Our brand vs. competition

SUMMARY OF KEY LEARNING & IMPLICATIONS

Current Merchandising Plan• Location in-store

• Category• Segment• Shelf placement

Operations Analysis

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OPERATIONSAnalysis

• Commodity costs• Other influences on pricing • Capital needs• Quality/consistency

SUMMARY OF KEY LEARNING & IMPLICATIONS

OGS

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OGS

Plan

Plan

PlanObjectives

Strategy

Strategy

Strategy

Strategy

Strategy

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Objectives is the 'what' - what will you achieve in your business and by when? Objectives describe the changes you want to bring out in the in the target group or problemStrategies is the 'how' - how will you achieve the objectives you have set?

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KEY RISKS & OPPORTUNITIES

Risks• List:

• $MM • Impact• Comments

Opportunities• List:

• $MM • Impact• Comments