2. Brand Strategy
2

3. SECTION 1: THE ANALYSIS
New Product
Category Analysis Customer Analysis
Analysis
Consumer Trends Competitor Our Brand
& Analysis Analysis Analysis
3

4. SECTION 2: YOUR PLAN REVIEW
NPD & Branding at
Development
Packaging Point of Sale
Strategy
Strategy Strategy
Communication Pricing &
Operations Analysis
Merchandising
& Strategy Strategy Strategy
4

5. SECTION 3: THE PLAN
Plan
Strategy Plan
Objectives Strategy Plan
Strategy
Strategy
Strategy
5

6. Category Analysis
6

7. CATEGORY SALES TRENDS
Category Sales Trends Category Key Players Category Key Players Sales
• 5 year category sales trend Snap Shot By Segment
• $s • Key performance measures • Key performance measures
by brand (total US) by brand (total US)
• % Chg.
• $ sales • $ sales and average items
• Prior year sales by segment
• % chg. carried by segment
• $
• Share
• % Chg
• Avg. item carried
• Share
• % contribution category
growth
• Share category growth
SUMMARY OF KEY LEARNING & IMPLICATIONS
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8. CATEGORY SALES TRENDS
• See where the trends
• See where the stories are
• See where the opportunities are
• See where the threats are
• See who is winning and who is losing
• See where private brands is winning/losing/growing/shrinking

9. OPPORTUNITY MATRIX-OPTION 1
p Maps competitor offerings by need state or product segment
Consumer Segment Consumer Segment Consumer Segment
Need State Competitor Y
Competitor X
Need State
Need State Competitor Z Competitor Y
Need State Private Label
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10. OPPORTUNITY MATRIX-OPTION 2
p Maps competitor offerings by need state or product segment
Consumer Target
Consumer Target Consumer Target
(Demographics)
Product Segment
or Product Competitor Y (Demographics) (Demographics)
Competitor X
Product Segment
or Product
Product Segment
or Product Competitor Z Competitor Y
Product Segment Private Label
or Product
10

11. New Product Analysis
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12. NEW PRODUCT CATEGORY SUMMARY
Prior Year New Products New Product Tracker
• New products for our brand • 3-year performance tracker
and competition • $
• $ • % chg.
• AVC • Distribution
• Velocity • AIC
• Price • Price
• Promotion • Promotion
• Adv. Spend • Adv. spending
• Adv. to sales ratio • Adv. to sales ratio
SUMMARY OF KEY LEARNING & IMPLICATIONS
12

13. P&G BREAKS DOWN TYPES OF INNOVATION
• Commercial Innovation – exploits current benefits and drives new levels
of trial through commercial activation of a brand (advertising,
sponsorships, promotions, etc.)
• Sustaining Innovation – important improvements to current product
offerings that enhance current benefits that enable a brand to grow share
(upgrades and line extensions)
• Transformational Innovation – big breakthroughs on existing brands that
reset competitive advantage, resulting in share gains and category growth
(think Tide brand architecture, Kellogg’s Special K).
• Disruptive Market Innovation – creating new categories or disrupting
current categories with new segments to drive true incremental
consumption (think Swiffe, Kashi, Naked/Odwalla Juice)

14. Geographic & Customer Analysis
14

15. GEOGRAPHIC & CUSTOMER ANALYSIS
Geographic Overview
• Region $/% chg.
• Key markets $/% chg.
• CDI/BDI
15

16. CATEGORY CUSTOMER MAP
100 Customer 1
Customer IV
80 Customer B
Customer 3
Customer I Customer III
Customer A
60
Customer 2
Growth
Customer C
40
Customer 4
Customer II
20 Customer V
Colors represent different channels
0
0 10 20 30 40 50 60 70 80 90 100
Sales 16

17. GEOGRAPHIC & CUSTOMER ANALYSIS
Geographic Overview KEY CUSTOMER
• Region $/% chg. INSIGHTS & TRENDS
• Key markets $/% chg. • Channel shifts and trends
• CDI/BDI • Customer insights & trends
• Strategic implications
SUMMARY OF KEY LEARNING & IMPLICATIONS
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18. Consumer Analysis & Trends
18

19. CONSUMER TRENDS
Consumer Trends Category Demographic Consumer Macro Trends
• Generational summary and Analysis • Category consumption/
global trends • By segments behavior trends
• By high, medium, low • Shopping behavior trends
• By brand
SUMMARY OF KEY LEARNING & IMPLICATIONS
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20. (Our Brand) Analysis
20

21. BRAND GROWTH
Drivers of sales and profits Drivers of Growth Summary of Business
(5 year trend) • Product segment/Product • Key factors/insights
• New sales $) line
• Sales
• Business climate
• Volume
• % Chg.
• Customer trends/pressure
• Net profit ($)
• Offering
• Competitive pressure
• AVC
• Customer distribution • Consumer trends
• Pricing • Goal is to answer:
• Promotion • Business challenges
• Business opportunity
• What must the brand do?
•
SUMMARY OF KEY LEARNING & IMPLICATIONS
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22. BRAND VISION
Current Brand Vision Current Brand Promise How It Is Differentiated
• Vision statement • How we want the brand • List points of differentiation
defined in the mind of the
consumer tomorrow
• Functional benefit
• Emotional benefit
• Positioning statement
• Personality
SUMMARY OF KEY LEARNING & IMPLICATIONS
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23. Our philosophy
It’s not about positioning. It’s about taking a position. And positioning
involves sacrifice.
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24. Positioning Statement
Who: Who are you?
What: What business are you in?
For Whom: What people do you serve?
What Need: What are their special needs?
Against Whom: With whom are you competing?
What’s Different:
What makes you diff erent?
So What:
What’s the benefit they derive?
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25. Brand Evaluation
25

26. REVIEW & EVALUATE CURRENT YEAR BRAND OGS
Plan
Strategy Plan
Objectives Strategy Plan
Strategy
Strategy
Strategy
SUMMARY OF KEY LEARNING & IMPLICATIONS
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27. MAP THE CURRENT BRAND ARCHITECTURE
Endorsements
Sub-Brands
Close-in extensions
Core Brand
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28. MAP THE OPPORTUNITY MATRIX-OPTION 1
Where is your brand currently?
Consumer Segment Consumer Segment Consumer Segment
Need State Competitor Y
Your Brand
Competitor X
Need State Your Brand
Need State Competitor Z Competitor Y
Need State Private Label
28

29. MAP THE OPPORTUNITY MATRIX-OPTION 2
Where is your brand currently?
Consumer Target
Consumer Target Consumer Target
(Demographics)
Product Segment or
Product Competitor Y (Demographics) (Demographics)
Your Brand
Competitor X
Product Segment or
Product
Your Brand
Product Segment or
Product Competitor Z Competitor Y
Product Segment or Private Label
Product
29

30. INNOVATION
NPD Pipeline Packaging Initiatives
• Initiatives • Form, design, innovation
• Products • Initiatives
• Status • Needs
• Status
SUMMARY OF KEY LEARNING & IMPLICATIONS
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31. BRAND CUSTOMER MAP
100 Customer 1
Customer IV
80 Customer B
Customer 3
Customer I Customer III
Customer A
60
Customer 2
Growth
Customer C
40
Customer 4
Customer II
20 Customer V
Colors represent different channels
0
0 10 20 30 40 50 60 70 80 90
Sales 31

32. CUSTOMER DEVELOPMENT
Current Customer & Current Pricing & Current Merchandising Plan
Channel Development Plan Merchandising Plan • Location in-store
• Priorities • Our brand vs. competition • Category
• Initiatives • Segment
• Shelf placement
SUMMARY OF KEY LEARNING & IMPLICATIONS
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33. Operations Analysis
33

34. OPERATIONS
Analysis
• Commodity costs
• Other influences on pricing
• Capital needs
• Quality/consistency
SUMMARY OF KEY LEARNING & IMPLICATIONS
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35. OGS
35

36. OGS
Plan
Strategy Plan
Objectives Strategy Plan
Strategy
Strategy
Strategy
Objectives is the 'what' - what will you achieve in your business and by when?
Objectives describe the changes you want to bring out in the in the target group or problem
Strategies is the 'how' - how will you achieve the objectives you have set?
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37. KEY RISKS & OPPORTUNITIES
Risks Opportunities
• List: • List:
• $MM • $MM
• Impact • Impact
• Comments • Comments
37