传播渠道计划(1)

CommunicationChannelPlanningReviewHanoi,September2000(海量营销管理培训资料下载)CCPispartofABCOK?(海量营销管理培训资料下载)WhatwearegoingtocovertodayReviewofkeycomponentsofCCPprocessPracticalissuesrelatingtoCCP(海量营销管理培训资料下载)ABCMissionToStimulatetheGrowthofUnileverBrands(海量营销管理培训资料下载)1.InputsABC(海量营销管理培训资料下载)TheBrandKey8.Essence3.Insight1.CompetitiveEnvironment2.Target(海量营销管理培训资料下载)CCPAmbitionToDevelopCompetitiveEdgeintheWayweManageCommunicationChannels(海量营销管理培训资料下载)ExperiencetoDateABCmeanttobringVitaldisciplineStepchangeinthinking-investmentnotcost4BillionUSDollarsUnileverwantabetterreturnonthatinvestment(海量营销管理培训资料下载)CommunicationChannelPlanningFinalpieceinthejigsawoftheABClaunchDirectlyalignedwithkeystrategicthrustsBrandfocusReconnectwiththeconsumerSimplification(海量营销管理培训资料下载)CreativeAgenciesMediaAgenciesUNILEVERSeniorMarketersMediaManagersCCP-TheCoreTeam(海量营销管理培训资料下载)HowCCPfitsin-theoldapproachDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanMediaBriefingCreativeDevelopmentDraftMediaPlanFinalMediaPlanAgencyInvolvement(海量营销管理培训资料下载)HowCCPfitsin-withCCPenlightenmentDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanDraftCommunicationChannelPlanCreativeDevelopmentFinalCommunicationPlanAgencyInvolvement(海量营销管理培训资料下载)CCPBusinessBenefitsTiesinvestmenttospecificbusinessobjectivesForcesdifficultdecisionsonprioritiesProducesintegratedbrandplanFrameworkforevaluation(海量营销管理培训资料下载)CCP:Allofthepeopleallofthetime1998:%Producing/ReceivingCommunicationPlanforallbrandsUnilever70Agency332001:%BrandsforwhichCommunicationPlansaremandatoryUnilever100Agency100ThisisnotRocketScience!(海量营销管理培训资料下载)InstrumentaltoSuccess(海量营销管理培训资料下载)1234(海量营销管理培训资料下载)ForeachstepDeliverableStepsInputs(海量营销管理培训资料下载)IdentifyPotentialActivitiesPrepareBudgetOutlinePrioritisedActivities,BudgetRecommendationsandTimingsPhase1:AgreeBrandActivities&Priorities(海量营销管理培训资料下载)BenefitGreaterBrandFocus(海量营销管理培训资料下载)FirstPrinciplePlannedactivitiesmustbeconsistentwithbrandstrategyandbusinessobjectives(海量营销管理培训资料下载)SecondPrincipleBudgetmustbesufficienttosupportbrandmarketingactivities(海量营销管理培训资料下载)(海量营销管理培训资料下载)PreparePreliminaryBrandBudgetsTopDown(Strategic)BottomUp(Activities)PreliminaryBrandBudgetPreliminaryBrandBudget(海量营销管理培训资料下载)SoftwaredevelopedAIM(AdvertisingInvestmentMeasure)TopDown(海量营销管理培训资料下载)BottomUpSoftwaredevelopedMAC(MarketingActivityCosting)(海量营销管理培训资料下载)AgreedBrandBudgetActivityBudgetPreliminaryBrandBudgetCompareBrandandActivityBudgetsandReconcileReconcileRevisebrandbudgetoractivities(海量营销管理培训资料下载)CalculateGrossBudgetsAgreedBrandBudget(TraditionalChannels)ProductionCostsAgencyFeesNon-traditionalChannelsGrossBrandBudget(海量营销管理培训资料下载)Phase2:SelectCommunicationChannelsEvaluateandSelectChannelsRecommendedChannelSelectionByActivitySpecifyTargetAudienceForeachactivity:SetMeasurableMarketingObjectivesTranslateintoMeasurableCommunicationObjectives(海量营销管理培训资料下载)(i)Targeting-PrincipleAllConsumersarenotequalReachingtherightoneswillmakeourinvestmentmoreeffectiveAvoidattackingourownbrandsTargetingisincreasinglypossible(海量营销管理培训资料下载)PersilComfortSurfDomestosJifHouseholdsBrandRevenue21%75%31%78%4%47%19%62%12%49%AFewMaketheDifference(海量营销管理培训资料下载)Lever’sCoreConsumersPeopleProfit£70%45%-15%19%66%15%Sales£52%48%HeavyLightNon(海量营销管理培训资料下载)UnderstandtheTargetbetterGobeyonddemographicsConsumerPanelBrandHealthMonitor(Brandz)3DTGI/MediaIndexTrackingProprietaryresearchAnythingelse?(海量营销管理培训资料下载)(ii)SetMeasurableObjectives(海量营销管理培训资料下载)Objectives-AClearSequenceofInfluencesMarketingActivityGovernedbytheBusinessObjectivesMeasurableMarketingObjectivesThedesiredmarketplaceeffectoftheMarketingActivityontheconsumerMeasurableCommunicationObjectivesThedesiredeffectofthecommunicationontheconsumerstoachievetheMarketingObjective(海量营销管理培训资料下载)MeasurableObjectivesMustBe...Precise(海量营销管理培训资料下载)MeasurableObjectivesMustBe...PreciseQuantifiable(海量营销管理培训资料下载)MeasurableObjectivesMustBe...PreciseQuantifiableTime-Related(海量营销管理培训资料下载)ImportanceofBrandKeyinSettingObjectives8.Essence3.Insight1.CompetitiveEnvironment2.TargetBenefitsValuesReasonstoBelieve(海量营销管理培训资料下载)Relationships:-TheCommunicationsObjectiveKeyBenefitBrandAwarenessCommunicationObjective(1)CommunicationObjective(2)RepeatPurchasePenetration