CommunicationChannelPlanning

Review

Hanoi,September2000CCPispartofABCOK?WhatwearegoingtocovertodayReviewofkeycomponentsofCCPprocessPracticalissuesrelatingtoCCPABCMissionToStimulatetheGrowthofUnileverBrands1.Inputs2.Communicationsplan3.CreativedevelopmentABCTheBrandKey5.

Values

&

Personality6.

Reasons

to

Believe4.

Benefits7.

Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetCCPAmbitionToDevelopCompetitiveEdgeintheWayweManageCommunicationChannelsExperiencetoDateABCmeanttobringVitaldisciplineStepchangeinthinking-investmentnotcost4BillionUSDollarsUnileverwantabetterreturnonthatinvestmentCommunicationChannelPlanningFinalpieceinthejigsawoftheABClaunchDirectlyalignedwithkeystrategicthrustsBrandfocusReconnectwiththeconsumerSimplificationCreativeAgenciesMediaAgenciesUNILEVERSeniorMarketersMediaManagersCCP-TheCoreTeamHowCCPfitsin-theoldapproachDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanMediaBriefingCreativeDevelopmentDraftMediaPlanFinalMediaPlanAgencyInvolvementHowCCPfitsin-withCCPenlightenmentDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanDraftCommunicationChannelPlanCreativeDevelopmentFinalCommunicationPlanAgencyInvolvementCCPBusinessBenefitsTiesinvestmenttospecificbusinessobjectivesForcesdifficultdecisionsonprioritiesProducesintegratedbrandplanFrameworkforevaluationCCP:Allofthepeopleallofthetime1998:%Producing/ReceivingCommunicationPlanforallbrandsUnilever70Agency332001:%BrandsforwhichCommunicationPlansaremandatoryUnilever100Agency100ThisisnotRocketScience!InstrumentaltoSuccess1234ForeachstepDeliverableStepsInputsIdentifyPotentialActivitiesPrepareBudgetOutline

PrioritisedActivities,BudgetRecommendationsandTimingsPhase1:AgreeBrandActivities&PrioritiesBenefitGreaterBrandFocusFirstPrinciplePlannedactivitiesmustbeconsistentwithbrandstrategyandbusinessobjectivesSecondPrincipleBudgetmustbesufficienttosupportbrandmarketingactivitiesPreparePreliminaryBrandBudgetsTopDown(Strategic)BottomUp(Activities)PreliminaryBrandBudgetPreliminaryBrandBudgetSoftwaredevelopedAIM(AdvertisingInvestmentMeasure)TopDownBottomUpSoftwaredevelopedMAC(MarketingActivityCosting)AgreedBrandBudgetActivityBudgetPreliminaryBrandBudgetCompareBrandandActivityBudgetsandReconcileReconcileRevisebrandbudgetoractivitiesCalculateGrossBudgetsAgreedBrandBudget(TraditionalChannels)ProductionCostsAgencyFeesNon-traditionalChannelsGrossBrandBudgetPhase2:SelectCommunicationChannels

EvaluateandSelectChannelsRecommendedChannelSelectionByActivitySpecifyTargetAudienceForeachactivity:SetMeasurableMarketingObjectivesTranslateintoMeasurableCommunicationObjectives(i)Targeting-PrincipleAllConsumersarenotequalReachingtherightoneswillmakeourinvestmentmoreeffectiveAvoidattackingourownbrandsTargetingisincreasinglypossiblePersilComfortSurfDomestosJifHouseholdsBrandRevenue21%75%31%78%4%47%19%62%12%49%AFewMaketheDifferenceLever’sCoreConsumersPeopleProfit￡70%45%-15%19%66%15%Sales￡52%48%HeavyLightNonUnderstandtheTargetbetterGobeyonddemographicsConsumerPanelBrandHealthMonitor(Brandz)3DTGI/MediaIndexTrackingProprietaryresearchAnythingelse?(ii)SetMeasurableObjectivesObjectives-AClearSequenceofInfluencesMarketingActivityGovernedbytheBusinessObjectivesMeasurableMarketingObjectivesThedesiredmarketplaceeffectoftheMarketingActivityontheconsumerMeasurableCommunicationObjectivesThedesiredeffectofthecommunicationontheconsumerstoachievetheMarketingObjectiveMeasurableObjectivesMustBe...PreciseMeasurableObjectivesMustBe...PreciseQuantifiableMeasurableObjectivesMustBe...PreciseQuantifiableTime-RelatedImportanceofBrandKeyinSettingObjectives5.

Values

&

Personality6.

Reasons

to

Believe4.

Benefits7.

Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetBenefitsValuesReasonstoBelieveRelationships:-TheCommunicationsObjectiveKeyBenefitBrandAwarenessCommunicationObjective(1)CommunicationObjective(2)RepeatPurchasePenetration+(Trial)MarketingActivityMarketingObjective(1)MarketingObjective(2)LaunchRepeatPurchaseMaintenanceRe-trialKey

BenefitBrand

Values(iii)SelectCommunicationChannelsGotooneofthefourphasesStartABACUSPhase3:PrepareTheDraftPlanConsolidatePhase2RecommendationsForEachActivityintoTotalBrandPlanandAdjustDraftCommunicationPlanPhase4:AgreeTheCommunicationPlanReviewIndividualChannelPlanProposals(incl.creativeproposals)

AdjustandReassemblePlanDetailedCommunicationPlanCoveringAllBrandActivitiesPUTTINGINTOPRACTICETheissues...AgoodprocessTheoretically,averyclearprocessCommonsensePotentialisverygoodHowever,operationalissues...1.TheSoftware!!!!!LefttoowndevicesNoguidanceoncustomisationUKCentric-LackofrequireddatainAsiaAIM-replacedby‘‘OldAIM’DatarequirementsextensiveMAC-putonholdAbacus-waitandsee!2.PostTrainingSupportGlobalrolloutin3/4weeksClearprocedure,butveryrushedAsiancascadeendofMayPhase1meanttobefinishedendJuneBacktothesoftwareissue3.WorkloadBeneficialtobeincludedearlierinprocess,butMany,manymeetingstoattendParalysisbyanalysisBrandmanagersoff-loadingmoreworkontoagency?4.UnileverStaffSeniormanagerssometimesdonottruststrategicabilityofbrandmanagersReducedempowermentUnderminesworkingofcoreteamLackofclarityonteamworkapproachWhodoeswhat?AgencieslefttodriveprocessforwardNewstaff-noCCPtrainingseen‘asjustanotherprocess’5.UnileverFinancialsLongtermplanningAIMguidelinesaskfor3yearsharetargetforbrandUnileverreviewfinanciallyeachquarterFinancialproceduresneedtotakeaccountofCCPthinking6.UnevenknowledgebaseCCPregionalcascadenotincludeBrandAgenciesP1focussedonbudgetsetting-MediaagencybiasedKnowledgeimbalanceshouldevenoutovertimeSummaryVerygoodintheoryGreatpotentialPerhapstoomuchtoosoonNewprocess,responsibilities,waysofworking,plus3brandnewpiecesofuntestedsoftwareLackofusablesoftwarenotnecessarilybadnewsUnderstandingofprinciplesbetterWorkloadmaybecomeanissueLongtermnatureofCCPneedstobebalancedwithshorttermnatureoffinancialsystems謝謝謝12月-2202:42:3202:4202:4212月-2212月-2202:4202:4202:42:3212月月-2212月月-2202:42:322022/12/312:42:329、靜夜四無無鄰，荒居居舊業貧。。。12月-2212月-22Saturday,December31,202210、雨中黃葉葉樹，燈下下白頭人。。。02:42:3302:42:3302:4212/31/20222:42:33AM11、以我我獨沈沈久，，愧君君相見見頻。。。12月月-2202:42:3302:42Dec-2231-Dec-2212、故人人江海海別，，幾度度隔山山川。。。02:42:3302:42:3302:42Saturday,December31,202213、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。12月月-2212月月-2202:42:3302:42:33December31,202214、他鄉生生白發，，舊國見見青山。。。31十十二月20222:42:33上午午02:42:3312月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。十二月月222:42上上午午12月月-2202:42December31,202216、行動出成成果，工作作出財富。。。2022/12/312:42:3302:42:3331December202217、做前，能能夠環視四四周；做時時，你只能能或者最好好沿著以腳腳為起點的的射線向前前。。2:42:33上上午2:42上上午02:42:3312月-229、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功！！。。12月月-2212月月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有結結果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。02:42:3302:42:3302:4212/31/20222:42:33AM11、成功就是日日復一日那一一點點小小努努力的積累。。。12月-2202:42:3302:42Dec-2231-Dec-2212、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。02:42:3302:42:3302:42Saturday,December31,202213、不知香積積寺，數里里入云峰。。。12月-2212月-2202:42:3302:42:33December31,202214、意志堅強強的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。31十二二月20222:42:33上上午02:42:3312月-2215、楚塞三三湘接，，荊門九九派通。。。。十二月222:42上午午12月-2202:42December31,202216、少年十五二二十時，步行行奪得胡馬騎騎。。2022/12/312:42:3302:42:3331December202217、空山新雨后后，天氣晚來來秋。。2:42:33上午2:42上上午02:42:3312月-229、楊柳散和和風，青山山澹吾慮。。。12月-2212月-22Sa