BrandplanningandPharmaSim

BrandplanningandPharmaSim - Brand Planning Process and...

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Halloran BUS 347 Brand Planning Process and PharmaSim
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Halloran BUS 547 What is the Brand Planning Process? Brand Plan – A written document containing the guidelines for the brand’s marketing programs and allocations over the planning period. Tends to be annual in scope, but can be longer or shorter depending on the industry
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Halloran BUS 547 Marketing Plan Objectives Define the current situation facing the brand To define the problems and opportunities facing the business To establish objectives To define the strategies and programs necessary to achieve the objectives To pinpoint responsibility for achieving brand objectives To encourage careful and disciplined thinking To establish a consumer-competitor orientation
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Halloran BUS 547 The Planning Process Planning Analysis Objectives Strategies Implementing Evaluating 6+ Months 3+ months 2-3 months
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Halloran BUS 547 Advice…. “Plan with the end in mind” Hypothesis Based Planning Prove or Disprove “Focus” Do 2-3 things really well vs. 7-8 things poorly Stay true to the essence of the brand” Don’t try to stretch the brand too far “Avoid executional nightmares” If you find it complicated or difficult to understand, the consumer definitely will “Tie it Together” Make sure that strategies and tactics logically fall out of your situation assessment
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Halloran BUS 547 Elements of the Brand Plan Brand Vision Brand Role Brand Positioning and Architecture Situation Assessment Objectives Strategies Tactics/Programs Spending Calendar
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Halloran BUS 547 Brand Vision A simple phrase that answers the question, “Where is the brand going?”, “What is the brand going to be when it grows up?” To be the #1 kids cereal Leader in portable entertainment To be a strong #2 player in the rental car business
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Halloran BUS 547 Brand Role The brand’s purpose; often specifically tied to the company. “Why is the company making, investing, marketing this brand?” To serve as the Coca-Cola Company’s primary weapon in contesting unconditional volume and profit for Pepsi in the Sports Drink category To serve as the primary volume and profit generator for Ford Motor Company
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The Brand Positioning Statement Components Core user – A group of like minded people who consumers most identify as the user of the brand Competitive Frame of Reference – The framework chosen by the marketer to spotlight his or her brand in the most favorable light (not necessarily the actual competition) Brand Payoff (Benefit) – Primary differentiating feature which flows from the reference point and has obvious and strong appeal to the core user Must have solid “support” Points of Differentiation vs. Points of Parity
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Situation Assessment A comprehensive assessment of the brand’s current strengths, weaknesses, opportunities, and threats.
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This note was uploaded on 01/20/2012 for the course BUS 347 taught by Professor Timholleran during the Fall '11 term at Emory.

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BrandplanningandPharmaSim - Brand Planning Process and...

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