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