Curriculum:

How To Develop Effective Promotion Plans

Learning Objectives:

1. Appreciate how Promotion impacts the long-term health of the Brand
2. Understand the role of Promotion in implementing the Brand’s overall marketing strategy
3. Become skilled in all of the key elements of the Promotion Planning process
4. Build expertise in:
   1. Identifying and using the 4 categories of Promotion Objectives
   2. Developing Promotion Strategies that clearly identify the intended Target Audience and the Desired Action you seek from them
5. Create insightful Promotion Briefs that tie-in with other planned marketing activity
6. Select the optimum Promotion tactical activity that will have the desired impact against the prime target audience
7. Become proficient at working with the Sales force to build fully integrated Promotion Plans

Day I - Topics Covered

• What is a Great Promotion?
  • Promotion’s role and how they effect consumers
  • Key Thrust of Great Promotions
• Promotion Plan Development Process
• Alignment to the annual business plan:
  • Promotion Execution assessment
  • Source of volume analysis
• Consumer behavior analysis:
  • Understanding consumer behavior
• Identifying Your Target Audience:
  • Loyal Users, Competitive Users, Switchers, Price Buyers, Non-Users
• Developing Promotion Objectives:
  • Four types of promotion objectives
• Promotion Strategies:
  • Key Target Groups, Specific Actions Required, Timeframe
• Experiential promotion marketing:
  • Key factors on how to get noticed
• Promotion Value Analysis:
  • How do consumers evaluate promotions?
• Selecting Promotion Tools:
  • Know the target and what you want from them
  • Reinforce behavior, increase usage, steal volume, hold volume & bring in new usage
• Principles of promotion testing
• The Promotion Brief:
  • Communicating with the promotion agency
• Promotion Evaluation:
  • What do you measure?

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