Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm

© David Whiting Associates Ltd 2015 all rights reserved

Comple(ng the Marke(ng Plan

(Just follow the steps in the separate commentary to complete the

sec(ons in red)


Comple(ng the Marke(ng Plan

The key sec)ons:

•  Audit

•  SWOT

•  Strategic Plan

•  Opera(onal Plan


Audit

© David Whiting Associates Ltd 2015 all rights reserved 4

External Environment

•  Factor 1

•  Factor 2

•  Etc.


Market Environment

0

20

40

60

80

100

120

140

160

2011 2012 2013 2014 F/c 2014 Act 2015 F/c YTD14 YTD15 F/c YTD15 Act

Series1


Compe((ve Environment

•  Broad compe((ve environment



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 YTD 2014 YTD 2015

50% 52% 54% 54% 54% 55%

25% 23% 20% 16% 18% 15%

20% 22% 23% 26% 24% 27%

5% 3% 3% 4% 4% 3%

Others

Brand C

Brand B

Brand A



•  Compe(tor 1

•  Compe(tor 2

•  Compe(tor 3


The Consumer/The Customer •  Who buys?

•  What do they buy?

•  Where and when?

•  How do they buy?

•  Why do they buy? (In par(cular, what is the decision-‐making process?)


Revenue & Margin

2012 Index 2013 Index 2014 F/c

Index 2014 Act

Index 2015 F/c

Index

Sales value

Market share

Variable costs

Gross margin

GM %

Marke(ng costs

% of sales

Marke(ng contribu(on (GM less marke(ng)


Sales

•  Analysis of sales of brand by key product, key customer, geography, etc.


Brand

•  Analysis of brand achievement against key metrics, including:

–  Awareness (e.g. total brand awareness, unprompted brand

awareness, TOM (top of mind), aware and not tried)

–  Usage (trial, current users, most oben users)

–  Key 3 top associated benefits and evolu(on

–  Loyalty segmenta(on evolu(on


Product/Service

•  Analysis of consumer-‐desired afributes and ranges

•  Analysis of key afributes vs. key compe((on

•  Any edge/weakness in product vs. compe((on?


Pricing

•  Analysis of pricing evolu(on by key category vs. compe((on

•  Analysis of whether there is value or perceived value by consumers

•  Rela(onship between pricing and brand posi(oning


Adver(sing: Crea(ve

•  Assessment of the adver(sing aired in previous year

•  Assessment of copy development against crea(ve strategy


•  Show media plan for previous year, in terms of spend, GRPs and copy used. Analyse achievement against plan

•  Analysis of media plan, including Share of Voice and Share of Spend, and correla(on with business results (share, tracker data, sales…)

Adver(sing: Media


2012 2013 2014

Unprompted brand awareness 49% 68% 87%

‘Would consider visi(ng’ 30% 56% 76%

‘Has a good range of products’ 12% 25% 41%

‘Has the best experience’ 9% 18% 22%

Annual brand penetra(on 21% 33% 40%

Brand share (value) 14% 25% 30%

‘Always visit’ 8% 11% 14%

(example) Adver(sing: Evalua(on


Digital

•  Analyse the effec(veness of digital ac(vi(es, such as social media, online adver(sing, website, email, etc.


•  Analyse the effec(veness of other communica(ons tools such as digital media, direct marke(ng, PR and sponsorship

Other Communica(ons


Distribu(on

•  Analysis of brand distribu(on by channel, key customer, geography, etc.

•  Stocking levels

•  Assessment of in-‐store environment vs. compe((on

•  Assessment of pos materials


Key Learning & Insights

•  Learning/Insight 1

•  Learning/Insight 2

•  Etc.


SWOT


Opportunities Score (out of 10) Timescale for Achievement Actionability Potential Total 2015 2016 2017

1

2

3

4

5

6

7

8

9

10

Name of market segment

SWOT Analysis Opportuni;es

Development of new service offering (defined) 7 6 13 X


Score (out of 10) 2015 2016 2017

1

2

3

4

5

6

7

8

9

10

Threats

Name of market segment

SWOT Analysis Threats

Brand ‘Z’ entering the market 3 5 7


Weighting Factor Your brand

1

2

3

4

5

6

7

8

9

10

Name of market segment Critical success factors Competitor A Competitor B Competitor C

Score out of 10 and multiply by weight

100 Total weighted score: (Adapted from Malcolm McDonald)

SWOT Analysis Strengths & Weaknesses

Percep(on of range breadth 8 5/40 7/56 4/32


Opportuni;es

SWOT Analysis

•  Opportunity 1

•  Opportunity 2, etc.


Issues

SWOT Analysis

•  Issue 1

•  Issue 2, etc.


Strategic Plan


Mission & Corporate Objec(ves •  Mission

•  Vision

•  Corporate Objec(ves


Market Forecast Total Market

0

20

40

60

80

100

120

140

160

180

200

2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c

Series1


Market Forecast Brand Share

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c

50% 52% 54% 54% 55% 55% 56% 58%

25% 23% 20% 16% 15% 15% 13% 10%

20% 22% 23% 26% 25% 27% 27% 28%

5% 3% 3% 4% 5% 3% 4% 4%

Others

Brand C

Brand B

Brand A


Assump(ons

•  Assump(on 1

•  Assump(on 2, etc.


Marke(ng Objec(ves

•  Objec(ve 1

•  Objec(ve 2, etc.


Brand Strategy: Market Segmenta;on

Marke(ng Strategy

•  Segment 1

•  Segment 2, etc.


Brand Strategy: Posi;oning

Marke(ng Strategy


Marke(ng Strategy

•  Ini(a(ve 1

•  Ini(a(ve 2, etc.

Key Ini;a;ves


Marke(ng Strategy

•  Objec(ve(s)

•  Strategy

Product/Service


Pricing

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Adver;sing: Crea;ve

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Adver;sing: Media

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Digital

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Other Communica;ons

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Distribu;on/In-‐store

Marke(ng Strategy

•  Objec(ve(s)

•  Strategy


Financial Forecast

2011 2012 2013 2014 F/c

2015 F/c

2016 F/c

2017 F/c

Sales value

Market share

Variable costs

Gross margin

GM %

Marke(ng costs

% of sales

Marke(ng contribu(on (GM less marke(ng)


Marke(ng Budget 2011 2012 2013

2014 F/c

2015 F/c

2016 F/c

2017 F/c

Adver(sing media: TV

Adver(sing media: other

Adver(sing produc(on

Adver(sing agency fees

Total adver(sing

Digital

Other communica(on

Market research

Other

TOTAL


Opera;onal Plan


Product/Service •  Objec(ve(s)

•  Detailed Plan –  Descrip(on –  Ra(onale (which objec(ve served; analysis of outcome) –  Timescale –  Detailed execu(on –  Resources needed (human and material) –  Cost –  Approval (ming –  Evalua(on


Pricing •  Objec(ve(s)



Adver(sing: Crea(ve •  Objec(ve(s)



Adver(sing: Media •  Objec(ve(s)



Digital •  Objec(ve(s)



Other Communica(ons •  Objec(ve(s)



Distribu(on •  Objec(ve(s)



Other Marke(ng Ac(vity •  Objec(ve(s)



Ac(vity Matrix Marke;ng Objec;ves Strategy Ac;vity Outcome

To achieve a 35% share of the (defined) market

by year end

Adver(sing (Details of planned ac(vity)

(How objec(ve is fulfilled)

Promo(ons

To achieve a minimum 15% marke(ng

contribu(on over the 12 month period

Pricing

Adver(sing

Etc. Etc.


TV ad. TV ad.

Radio

Print Print Print

A

D

C

B

E

F

G

H

Other Promotional

Activities

Media

Timetable

Print


Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec T Spen d MEDIA TV (£ ’ 000) Strategic copy 1,200 800 800 2,800 Tac(cal copy 800 800 1,600 TOTAL TV 1,200 800 800 800 800 4,400 Other Offline Media Radio 100 100 Print 200 200 200 200 800 TOTAL Others 200 0 0 200 0 0 300 0 0 200 0 0 900 TOTAL Media (with Agency Commission) 1,400 800 800 200 0 0 300 0 0 1,000 800 0 5,300 Digital SEO/PPC 50 50 50 50 50 50 50 50 50 50 50 50 600 Other Digital Adver(sing 50 50 50 50 50 50 50 50 50 50 50 50 600 Social Media 50 50 50 50 50 50 50 50 50 50 50 50 600 Content Crea(on & Management 50 50 50 50 50 50 50 50 50 50 50 50 600 Email 100 100 100 300 Website Maintenance and Update 40 40 40 100 100 40 40 40 40 40 40 40 600 Other Digital 100 100 100 100 100 100 100 100 100 100 100 100 120 0 TOTAL Digital 440 340 340 400 400 340 440 340 340 440 340 340 4500 Other Ac;vi;es PR 45 45 45 45 45 45 45 45 45 45 45 45 540 Sponsorship 5 5 5 5 5 5 5 5 5 5 5 5 60 Promo(ons 200 180 380 TOTAL Other Ac;vi;es 50 50 50 250 50 50 230 50 50 50 50 50 980 Others including: Copy Produc(on, Point of Sale Material, Research, Packaging, Agency Fees and Miscellaneous

270 300 640 110 330 1,650

GRAND TOTAL 4,540 1,990 2,390 3,510 12,430

Detailed Budget


Evalua(on

•  Metric 1 and performance measurement methodology/tool

•  Metric 2 and performance measurement methodology/tool, etc.

Documents

Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm