In the billions of looking alike template for brand plans, this is a proposal for something new and useful. Five framework, that require five type of distinct reflections: 1) Brand Plan Activities: are we pushing volumes or really driving long term image? 2) Role of Channels: how big, what purpose and should we invest? 3) Role of Consumers: who' is who in our adoption funnel 4) Entry vs. Change point strategies 5) Role of Media in the awareness cycle and purchase wheel ---->>>> PDF Version Available for download at the following URL: http://www.amati-associates.com/free-reports/ In the "Free Download" Tab

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5 Unusual Frameworks for your Brand Plan

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& Associates
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5 Unusual Frameworks for your Brand Plan
1. Role of Plan Activities
2. Role of Channels
3. Role of Consumer Segments
4. Entry Point Strategy vs.
Change point Strategy
5. Role of Media

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& Associates
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#1 Rank Activities by Image and Volume
A marketing plan is about being focusing resources on the right activities, so do you have activities which both
drive volume and image?
Image
High
Low
Volume
Ranking Brand Plan Activities by Image/ Volume
A well balanced
marketing plan will
have long-term image
building and short
term volume push
A plan too focused on
image only, might have
negative effect on
growth
This area should
always be empty
High
Low
This area should risks
diluting your brand
(and your margin)

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#1 Rank Activities by Image and Volume
An example
Image
High
Low
Volume
Ranking Brand Plan Activities by Image/ Volume
High
Low
ILLUSTRATIVE
Flankers
Promo ATL
Brand ATL
Social Media
Scratch And Win
Price Promo
Gift With Purchase
Events
Sampling
Real NPD
EXAMPLE

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& Associates
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5 Unusual Frameworks for your Brand Plan
1. Role of Plan Activities
2. Role of Channels
3. Role of Consumer Segments
4. Entry Point Strategy vs.
Change point Strategy
5. Role of Media

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& Associates
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#2 Role of Channels
Often we assume all channels have the same role, but that is not necessarily true. it’s important to have a strategic
discussion on channels
Commercial
Collective
Travel
Hotels
Other
Size Share
25,229
M GBP
8,200 M
GBP
2,464 M
GBP
4,681 M
GBP
953
M GBP
Description
Independents,
Chains, Groups
Pubs
Schools, In-
company,
Hospitals
Petrol Stations,
Roadside
Restaurants
Hotels
Vending
62%
20%
6%
12%
0,1%
ILLUSTRATIVE
Role
Volume/
Margin
Play
Invest
Volume/ Scale Maintain
Image/ Margin Invest
Margin Divest
Volume/ Low
Margin
Milk
EXAMPLE

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5 Unusual Frameworks for your Brand Plan
1. Role of Plan Activities
2. Role of Channels
3. Role of Consumer Segments
4. Entry Point Strategy vs.
Change point Strategy
5. Role of Media

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& Associates
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#3 Role of Consumer Segments
Different consumer targets will play different roles for the brand
ILLUSTRATIVE
32
16
8
19
8
10
7
Consumer Type
Lead Users
Early Adopters
Laggards
Role
Inspiration
Credibility
Volume
Commercial Driver
Tech Reviews
Surprising Flagships
Value driven decisions
Early Majority
Segment 1
Segment
Segment 2
Segment 3
Segment 4
Segment 5
Segment 6
Segment 7
% of volume Product
Newest
Flagship
Evergreen
EXAMPLE

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6 Unusual Frameworks for your Brand Plan
1. Role of Plan Activities
2. Role of Channels
3. Role of Consumer Segments
4. Entry Point Strategy vs.
Change point Strategy
5. Role of Media

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& Associates
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#4 Entry Point vs. Change Points strategy
Identify which are the entry and change points in the consumer journey into a category, and then focus your
strategy on activating them
ILLUSTRATIVE
Consumer journey in ‘New Parents’ generic category
Entry Point
Change Point
Change Point
Change Point
EXAMPLE
Each point, it’s a
transition, which is
followed by an
adoption or
switching decision

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#4 Entry Point vs. Change Points strategy
Decline the entry and change points, and understand what the strategy should be for each one of them
ILLUSTRATIVE
Entry and Change Points in the Vodka Category
LDA
Transition to
Work
Dress to
Impress
Connoisseur
Brands
Smirnoff RTD
Smirnoff RTS
Absolute
Grey Goose
Belvedere
Ciroc
Needstates
Socializer
Fitting In
Stand-out
Enjoy
Strategy
Educate and
Lower Barriers
Focus
Trial and
Reassure
Surprise and
Exclusive
Endorse
Grey Goose
Belvedere
Ciroc
✔
✔
EXAMPLE

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5 Unusual Frameworks for your Brand Plan
1. Role of Plan Activities
2. Role of Channels
3. Role of Consumer Segments
4. Entry Point Strategy vs.
Change point Strategy
5. Role of Media

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& Associates
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#5 Role of Media
Determine which role social and traditional media play in the purchase wheel and in the awareness/
consideration/ preference cycle
ILLUSTRATIVE
Roles of Media in the Purchase Funnel
post-purchase
awareness
Consideration
Preference/ Recommendation
EXAMPLE

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AMATI
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