Curriculum:

How To Develop Impactful Strategic Annual Brand Plans

Learning Objectives:

1. Learn how to create a dynamic Category and Business Review that identifies a clear roadmap for building the Brands strategy
2. Become an expert at identifying the true growth drivers for the Category and the Brand
3. Increase proficiency at articulating the Critical Success Factors that enhance the competitive strength of the business
4. Develop skills in identifying focused Marketing Strategies that guide tactical planning activities
5. Understand the components of the Brand Scorecard and be able to analyze the results to identify critical implications for the Brand
6. Learn to develop fully integrated Executional Plans that are focused and impactful

Day I - Topics Covered

• Category & Key Segment Trends
• Category Growth Drivers
• Key Consumer Segmentation for the Category:
  • Penetration, Frequency, Source of Volume
• Key Competitors:
  • Strengths, Resources, and Strategic Priorities
• Retail/Channel Attractiveness & Distribution Methods

Stage 2: Situation Analysis – Internal

• Business Vision
• Review of the Current State of the Brands Health
• Core Competencies & Competitive Advantage
• Marketing Challenges the Brand Faces

Stage 1 & 2: Situation Analysis – Key Learnings & Tools

• SWOT Analysis – Your Brand and Key Competitors
• Consumer / Customer Market Segmentation Identification
• Short-Term Brand Growth Drivers
• Consumer / Customer / Shopper Insights

Stage 3: Consumer / Customer Strategic Platform

• Strategic Imperatives
• Long-Term Brand Growth Drivers
• Brand Essence
• Brand Architecture & Positioning

Day II - Topics Covered

Stage 4: Annual Objectives & Strategies

• Business Objectives
• Marketing Objectives
• Marketing Strategies
• Brand Health Scorecard – Tool

Stage 5: Integrated Executional Plan

• Integrated Marketing Mix Elements
• Annual Activity Calendar
• Evaluation of Key Market Measures (KPI’s)

Strategic Annual Brand Plan Templates

• Review of Key Templates & Timing