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
6
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
9
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
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