傳播渠道計(jì)劃2

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:SelectCommunicationChannelsEvaluateandSelectChannelsRecommendedChannelSelectionByActivitySpecifyTargetAudienceForeachactivity: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-AClearSequenceofInfluencesMarketingActivityGovernedbytheBusinessObjectivesMeasurableMarketingObjectivesThedesiredmarketplaceeffectoftheMarketingActivity

ontheconsumerMeasurableCommunicationObjectivesThedesiredeffectofthecommunicationontheconsumerstoachievetheMarketingObjectiveMeasurableObjectivesMustBe...PreciseMeasurableObjectivesMustBe...PreciseQuantifiableMeasurableObjectivesMustBe...PreciseQuantifiableTime-RelatedImportanceofBrandKeyinSettingObjectives5.

Values

&

Personality6.

Reasons

to

Believe4.

Benefits7.

Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetBenefitsValuesReasonstoBelieveRelationships:-TheCommunicationsObjectiveKey

BenefitBrandAwarenessCommunicationObjective(1)CommunicationObjective(2)Repeat

PurchasePenetration+

(Trial)MarketingActivityMarketingObjective(1)MarketingObjective(2)LaunchRepeat

PurchaseMaintenanceRe-trialKey

BenefitBrand

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

Theissues...AgoodprocessTheoretically,averyclearprocessCommonsensePotentialisverygoodHowever,operationalissues...1.TheSoftware!!!!!LefttoowndevicesNoguidanceoncustomisationUKCentric-LackofrequireddatainAsiaAIM-replacedby‘OldAIM’DatarequirementsextensiveMAC-putonholdAbacus-waitandsee!2.PostTrainingSupportGlobalrolloutin3/4weeksClearprocedure,butveryrushedAsiancascadeendofMayPhase1meanttobefinishedendJuneBacktothesoftwareissue3.WorkloadBeneficialtobeincludedearlierinprocess,butMany,manymeetingstoattendParalysisbyanalysisBrandmanagersoff-loadingmoreworkontoagency?4.UnileverStaffSeniormanagerssometimesdonottruststrategicabilityofbrandmanagersReducedempowermentUnderminesworkingofcoreteamLackofclarityonteamworkapproachWhodoeswhat?AgencieslefttodriveprocessforwardNewstaff-noCCPtrainingseen‘‘a(chǎn)sjustanotherprocess’5.UnileverFinancialsLongtermplanningAIMguidelinesaskfor3yearsharetargetforbrandUnileverreviewfinanciallyeachquarterFinancialproceduresneedtotakeaccountofCCPthinking6.UnevenknowledgebaseCCPregionalcascadenotincludeBrandAgenciesP1focussedonbudgetsetting-MediaagencybiasedKnowledgeimbalanceshouldevenoutovertimeSummaryVerygoodintheoryGreatpotentialPerhapstoomuchtoosoonNewprocess,responsibilities,waysofworking,plus3brandnewpiecesofuntestedsoftwareLackofusablesoftwarenotnecessarilybadnewsUnderstandingofprinciplesbetterWorkloadmaybecomeanissueLongtermnatureofCCPneedstobebalancedwithshorttermnatureoffinancialsystems9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。12月-2212月-22Saturday,December31,202210、雨中黃葉樹樹，燈下白頭頭人。。02:42:3302:42:3302:4212/31/20222:42:33AM11、以我獨(dú)沈沈久，愧君君相見頻。。。12月-2202:42:3302:42Dec-2231-Dec-2212、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。02:42:3302:42:3302:42Saturday,December31,202213、乍見見翻疑疑夢(mèng)，，相悲悲各問問年。。。12月月-2212月月-2202:42:3302:42:33December31,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。31十十二二月20222:42:33上上午02:42:3312月月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月222:42上午午12月-2202:42December31,202216、行動(dòng)出出成果，，工作出出財(cái)富。。。2022/12/312:42:3302:42:3331December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。2:42:33上午2:42上上午02:42:3312月-229、沒有失敗敗，只有暫暫時(shí)停止成成功！。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。02:42:3302:42:3302:4212/31/20222:42:33AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。12月月-2202:42:3302:42Dec-2231-Dec-2212、世間成事，，不求其絕對(duì)對(duì)圓滿，留一一份不足，可可得無限完美美。。02:42:3302:42:3302:42Saturday,December31,202213、不知知香積積寺，，數(shù)里里入云云峰。。。12月月-2212月月-2202:42:3302:42:33December31,202214、意志堅(jiān)強(qiáng)強(qiáng)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(shí)，步行行奪得胡馬騎騎。。2022/12/312:42:3302:42:3331December202217、空山山新雨雨后，，天氣氣晚來來秋。。。2:42:33上上午2:42上上午午02:42:3312月月-229、楊楊柳柳散散和和風(fēng)風(fēng)，，青青山山澹澹吾吾慮慮。。。。12月月-2212月月-22Saturday,December31,202210、閱閱讀讀一一切切好好書書如如同同和和過過去去最最杰杰出出的的人人談?wù)勗捲??！?2:42: