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- Provide an organized process for evaluating and managing our Brands
- Understand the importance of Brand Equity
- Achieve a deeper understanding of the Marketing Strategy & Planning Framework process
- Gain insights into the true Growth Drivers of the business
- Develop clear Consumer Goals / Marketing Objectives which deliver the company's Business Objectives
- Understand what Marketing Strategies will best influence consumer behavior
- Brand Equity:
- Cause & Effect Model
- Brand Scorecard Tool
- Market Strategy & Planning Framework Process
- Category Understanding
- Target & Brand Understanding:
- Target Sementation & Deep Drive
- Target Consumer Understanding Tool
- Consumer Insights
- Consumer Strategic Platform:
- Long-Term Strategy
- Key Brand Growth Drivers
- Brand Essence & Brand Architecture
- Consumer Strategic Platform:
- Market Research Process – Filling Knowledge Gaps
- Getting Great Advertising:
- Advertising Strategy & Creative Brief
- Evaluating Advertising:
- The 5 Step Evaluation Process
- Media Planning:
- Principles of Media Leadership
- Media Brief
- Promotion Planning:
- Objectives & Strategies
- Promotion Brief
- Packaging Development
- Development Philosophy
- Mediated & Lived Experience
- Evaluating Packaging
- Objectives & Strategies
- Business Objectives
- Consumer Goals / Marketing Objectives
- Marketing Strategies
- Integrated Consumer Executional Plan
- Implementation
- Annual Marketing Plan:
- Key Elements & Procedures
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