Overview of Brand Planning Process

Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Identify gaps
vs. category
plan
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Aggregate
brand consumer
comm plans into
a consumer
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)
Consistent process across categories & geographies provides
more disciplined decision making and time to spend on content
How To Conduct Brand Planning process
Benefits
Speed:
Planning process clearly defined so that every one knows each step from beginning to
end 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
How To Conduct Brand Planning process
Today's situation in Nestl
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


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 role in category
& portfolio
3.2 Category plan
Draft brand objectives &
projections *
2.2 Align S&M objectives
Brand vision
SBU / MBS / Last Brand Plan
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
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 & positioning
3.3 Brand equity
Brand role in category & portfolio
3.2 Category plan
Draft brand objectives & projections
2.2 Align S&M objectives
Brand vision
SBU / MBS / Last Brand Plan
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
Other inputs into the process: Business Drivers, Overall Brand Strategy, etc.
Identify and
prioritize issues
& opportunities
Analyze
current
situation
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
* 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?
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKS
Marketing lead with cross functional participation
including sales, finance, market research,
ensure supply, manufacturing, external partners, etc
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKS
Approval may be sought at the end of
Phase 2 & 3 depending on market needs
When does Senior Management approval occur
during the Brand Planning Process?
* 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
Approval
recommended
Approval
required
Marketing and Sales
align Consumer &
Trade Activities

Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Stakeholders involved in the Brand Planning Process
(ARCI Chart)
A = accountable
R = responsible
C = consulted
I = informed
Key Inputs
Category Plan
High level Brand Targets
Phase 5:
A = Marketing
R = Marketing, Agency Partners
C = 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
Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
Agree Brand
Cons Comm Activities,
& Trade Activities
no
yes
Agree Final
Brand plans &
projections
no yes Ensure cross
category alignment
within market
no

Communicate
Brand Plan
yes
Execute Plan
including all
Cons & Trade
Activities
Monitor & make
adjustments to
plan as
necessary
Phase 1-2:
A = Marketing
R = Marketing, Sales
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 &
opportunitie
s
Analyze
current
situation
Develop
Objectives,
Strategies
& Tactics
Generate
Consumer
Communicatio
n Plan
Identify
gaps vs.
category
plan
Agree draft
Brand plans,
projections &
common direction

no
yes
1 2 3 4 5
6 7
Phase 3:
A = Marketing
R = Marketing
C = Sales, Finance, Demand Planning,
Manf, Mrkt Rsrch, Agency Partners
Marketing = Brand Manager
Marketing Approval = Sr. Marketing
* 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
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
R = Marketing, Sales
C = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
Phase 2 all 4 steps:
A = Marketing
R = Marketing, Sales
C = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
Phase 3 all 3 steps:
A = Marketing
R = Marketing
C = Sales, Finance,
Demand Planning,
Manf, Mrkt Rsrch,
Agency Partners
Phase 4 all 3 steps:
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
Phase 5 all 8 steps:
A = Marketing
R = Marketing, Agency
Partners
C = Sales, Finance,
Demand Planning, Manf,
Mrkt Rsrch
Phase 6 all 3 steps:
A = Marketing
R = Marketing, Sales,
Finance
C = Demand Planning,
Manf, Mrkt Rsrch
Phase 7 all 3 steps:
A = Marketing
R = Marketing, Sales
I = Finance, Demand
Planning, Manf, Mrkt
Rsrch, Agency Partners
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Marketing = Brand Manager
Marketing Approval = Sr. Marketing
Estimated Timing to Conduct Each Phase
of the Brand Planning Process*
"Estimated" total timing to conduct Brand Planning Process from
beginning to end is approximately 10 -14 weeks (this will vary based on
market conditions)
System
supported
Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
n Plan
Aggregate
Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
Formalize &
Gain Approval
on Brand 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
System
supported
2-3 weeks 1-2 weeks 1-2 weeks 2 weeks 1-2 weeks 1 week 2 weeks
* Brand Planning Process conducted by cross functional team lead by Marketing
Brand Planning Process Phases with Outputs
Outputs
Identify and
prioritize
issues &
opportunitie
s
Analyze
current
situation
Develop
Objectives,
Strategies
& Tactics
Generate
Consumer
Communicatio
n Plan
Formalize
& Gain
Approval
on Brand
Plan
Identify
gaps vs.
category
plan
Aggregate
brand
consumer
communication
plans into a
consumer
communication
summary at
category level
Key Questions:
Where are you
today, what do
you know and
what do you
need to know?
Where do
you
need to
focus?
Where do you
want to go
and how are
you going to get
there next year?
Document &
Gain Approval
How will you
spend your
PFME effectively
next 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
Other Commercial Planning processes conducted in
parallel with the Brand Planning process
Key Questions:
Where are you
today, what do
you know and
what do you need
to know?
Where do you
need to
focus?
Where do you
want to go
and how are
you going to get
there next year?
Document &
Gain Approval
How will you spend
your PFME
effectively next
year and how will
you measure
performance?
Sense check
Identify and
prioritize
issues &
opportunitie
s
Analyze
current
situation
Develop
Objectives,
Strategies
& Tactics
Generate
Consumer
Communicatio
n Plan
Formalize &
Gain
Approval
on Brand
Plan
Identify
gaps vs.
category
plan
Aggregate
brand
consumer
communicatio
n plans into a
consumer
communicatio
n 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 cross
functional
areas meet
to review
commercial
plan
development
to date)
Marketing
Construction of
Specific Planning
Customer Plans
DS Planning
continued
Mnfct
Planning
continued
Financial
Planning
(Final P&L)
Gain
Approval
on Final
Plan
Volume & CCS;
Specific Planning
Customer Plans







Agreed
Commer-
cial Plan
in line with
Category
Objectives

Brand Planning and Sales Planning process
touch points during Commercial Planning
System
supported
Analyze
current
situation
Identify and
prioritize
issues &
opportunitie
s
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communic
ation Plan
Aggregate
brand
consumer
communicatio
n plans into a
consumer
communicatio
n summary at
category level
Formalize
& Gain
Approval
on Brand
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
System
supported
Alignment
on
Category
Objectives

(including
high level
targets)
* User interface with SAP-CRM system







Agreed
Commer-
cial Plan
in line with
Category
Objectives

= Inputs/Outputs provided to drive process
Marketing
Sales
System
supported
Analyze
current
situation
from
Sales
Perspec-
tive
Identify
and
assess
issues
and
opportun
-ities
Convert
category
/ brand
plans
into
channel
plans
Create
planning-
customer
plan
Compare
plans
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
operation
s plan
4.1.7
Communi
cate
planning-
customer
plan and
gain
agreeme
nt
4.1.8
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 determined
on 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
Category
Objectives

(including
high level
targets)



Agreed
Commer-
cial Plan
in line with
Category
Objectives

Category
Plan
Brand
Planning
Process
Sales
Planning
Process
Output:
Brand Plans &
Consumer
Communication
Summary
Output:
Volume & CCS
Specific
Planning
Customer Plans
M
a
r
k
e
t
i
n
g

S
a
l
e
s

Customer
Presentations
Commercia
l Planning
What happens in each Brand Planning Process Phase
Phase 1
"How To Analyze Current Situation" used here
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Situation analysis including business review,
conversion of data/information into understanding/insight
and summarizing findings into Key Learning's occurs here.
(interaction with CIG 3.1)
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 1
"How To Analyze Current Situation" used here
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Output(s): State of Business & Key Learning's

Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
What happens in each Brand Planning Process Phase
Phase 2
"How To Identify Issues & Opportunities" used here
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identifying, quantifying and prioritizing
Key Issues and Key Opportunities and
identifying Big Ideas occur here.
(interaction with CIG 3.1 and I/R 3.5)
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 2
"How To Identify Issues & Opportunities" used here
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Output(s): Key Issues & Opportunities and Big Ideas

Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Review/refine Brand Vision & Targets and the development of Brand objectives, 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 Phase
Phase 3
Not system- supported
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
What happens in each Brand Planning Process Phase
Phase 3
Not system- supported
"How To review/refine Vision and develop Objs, Strats & Tactics" used here
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's


Output(s): Brand Objectives, Strategies & Tactics and
Key Brand Initiatives

Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Manufacturing, Agency Partners, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 4
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Formal review of Brand plans to date (e.g. issues/opps, objectives, strategies, tactics
and projections) with all relevant parties occurs here (e.g. sales, ensure supply, finance, etc)
For Purposes of this process "Gaps vs. Category Plan"covers the way a Brand Plan is integrated
with the Category Plan and other Brand, Channel and Customer Plans during Commercial Planning.
(interaction with Category Plan 3.2 and Sales Plan 4.1)
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 4
Not system- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's

Output(s): Agreed upon plan elements to date

Stakeholders involved: Marketing, Sales, Finance,
Market Research, Demand Planning, Manufacturing, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 5
System- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here
For all consumer facing tactics the Consumer Communication Plan is created here.
The Consumer Communication Plan is the calendarized version of when each consumer
communication activity will take place during a specific 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 issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 5
System- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
"How To Select Consumer Communication Activities in line with Objectives"
"How To Select KPI's/PPI's for Consumer Communication Activities" used here
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Output(s): Consumer Communication Plan, Consumer Campaign & Activity
Summary, Selected KPI's/PPI's for Cons Comm Activities and preliminary targets

Stakeholders involved: Marketing, Sales, Finance, Market Research,
Demand Planning, Agency Partners, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 6
Not system- supported
"How To Write a Brand Plan Document" used here
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Proposed Brand Plan is documented (including projections and
consumer communication plan) and Final Approval is sought here.
Relevant changes are made based on comments/approvals and plan is
archived. (interaction with Sales Plan 4.1 and Category Plan 3.2)
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
What happens in each Brand Planning Process Phase
Phase 6
Not system- supported
"How To Write a Brand Plan Document" used here
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Output(s): Approved Brand Plan (including Consumer Comm. Plan)

Stakeholders involved: General Management, Marketing, Sales,
Finance, Market Research, Demand Planning, Manufacturing,
Agency Partners, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
What happens in each Brand Planning Process Phase
Phase 7
System- supported
PROCESS LINKS
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
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 completed
trade activity summary in order to ensure that the requirements of the Category
Plan have been met. (interaction with Sales Plan 4.1 and Category Plan 3.2)
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
What happens in each Brand Planning Process Phase
Phase 7
System- supported
PROCESS LINKS
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Output(s): Agreed upon Consumer Communication Summary at Category level

Stakeholders involved: Marketing, Sales, Finance, Demand Planning, Market Research,
Agency Partners, etc.
Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Execution of Consumer Communication Activities
Occurs here
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
System- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Final Cons Comm Campaign and Activity
KPI/ PPI & target assignment and approval occurs and
Consumer Communication Campaigns & Activities
are Executed, Tracked and Evaluated here.
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Retrieve Relevant
Information
Identify Campaigns and
Consumer Activities
Objectives
Identify Consumer
Communication Activity
Groupings and Types
Create Campaigns and
Related Consumer
Activities
Perform feasibility check
Construct Consumer
Communication Plan
Perform cross checks
within Category
Perform cross checks
across Categories
Execution of Consumer Communication Activities
Occurs here
3.6 Execute & evaluate/review
consumer communication activities
2.4 Evaluate performance vs. plan
and take corrective action
PROCESS LINKS
"How To Select KPI's/PPI's for Consumer Comm. Activities" used here
System- supported
Confirm
projections*
based on
Consumer
Communication
Plan
Formalize Brand
Plan document
Obtain Final
Approval
Revise
projections*
based on VOST
Compare revised
projections* with
draft numbers in
category plan
Check fit and
priority of Objs,
Strategies &
Tactics against
category plan
Analyze
current
situation
Identify and
prioritize issues
& opportunities
Develop
Objectives,
Strategies &
Tactics
Generate
Consumer
Communicatio
nPlan
Formalize &
Gain Approval
on Brand Plan
Identify gaps
vs. category
plan
Identify issues &
opportunities (e.g.
via SWOT)

Quantify issues &
opportunities

Prioritize
Key issues &
Key opportunities

Identify Big Ideas
Review/ refine
Brand Vision &
Targets
(if needed)

Develop Brand
Objectives,
Strategies &
Tactics

Summarize Key
Brand Initiatives
Summarize State
of the Business

Facilitate Key
Learning's

Summarize Key
Learning's
Output(s): Executed & Evaluated Consumer Comm. Activities

Stakeholders involved: Marketing, Sales, Market Research,
Finance, Demand Planning, Agency Partners, etc.
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at Category
level
Aggregate Brand
Consumer Comm.
Plans into a
Consumer Comm.
Summary at
Category level
Prioritize
Consumer Comm.
activities across
Brand Plans at
Category level
Share Approved
Brand Plan with
relevant parties

Recap of Marketing Best Practices V1.5
Content
Key question: Where are you today, what do you
know 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. quarterly
review)
Analyze
current
situation
Phase 1
Disciplined thinking and focus on key business drivers
ensures solid actionable understanding of current situation
"How To
Analyze
Current
Situation"

Not system- supported
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 the
indentification of Big Ideas

Outputs:
Key Issues & Opportunities and Big Ideas - used as inputs to
Step 3 (Objs, Strats & Tactics) 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)
"How To
Identify
Issues &
Opportu
nities"

Identify and
prioritize
issues &
opportunitie
s
Key Issues & Opportunities prioritization facilitates focus on
what most impacts Brand/Business performance
Phase 2
Not system- supported
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
Not system- supported
Not system- supported
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 the
Category and other Brand, Channel and Customer Plans
during Commercial Planning
Identify gaps vs.
category plan
Revise projections*
based on VOST

Compare revised
projections* with draft
numbers in category
plan

Check fit and priority of
Objs, Strategies &
Tactics against category
plan
Phase 4
Sense check
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 PFME
budgets 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-hoc
basis (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
Communicatio
n Plan
Phase 5a
Disciplined selection of Consumer Activities in line with
Brand Objectives enables the more effective use of PFME
System- supported
Key question: How will you spend your PFME
effectively next year and how will you measure
performance?

This "How To" provides:
A process to assign KPI's and targets based on the GLOBE
KPI Framework

Outputs:
Selected and Approved KPI's/PPI's and Targets for
Consumer Communication Activities - Summary of Cons
Comm Objectives, Activities, KPI's and Targets 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-hoc
basis (e.g. quarterly review)
Generate
Consumer
Communicatio
n Plan

"How To Select
Consumer Com
Activities
in line with
Objectives"

"How To Select
KPI's/PPI's for Cons
Comm Activities"

Phase 5b
Assigning KPIs & Targets for Cons Comm Activities enables
the measurement of activity results and their business impact
System- supported
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 Comm
Campaign Objectives, Activities, KPI's and Targets
When:
This "How To" is not system supported and is conducted
once 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
Not system- supported
Aggregate brand
consumer
communication plans
into a consumer
communication
summary at category
level
Aggregate brand
consumer comm. plans
into a consumer comm.
summary at category
level

Prioritize consumer
comm. activities across
brand plans at category
level

Share Approved Brand
Plan 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"
and 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"

Analyze
current
situation
Identify and
prioritize
issues &
opportunities
Develop
Objectives,
Strategies &
Tactics
Identify gaps
vs. category
plan
Generate
Consumer
Communicatio
n Plan
Formalize &
Gain Approval
on Brand Plan
Aggregate Brand
Consumer
Communication
Plans into a
Consumer
Communication
Summary at
Category level
"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 supported
System
supported
Not System
supported
System
supported
Brand Plan
Document
Approved Brand Plan
including Cons Comm
Plan (CCP)
Cons Campaign &
Activity Summary
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 brand
planning may want to apply process less strictly provided all outputs are generated
Markets/businesses with strategic quarterly reviews may not want to complete all steps
every 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