传播渠道计划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‘‘asjustanotherprocess’5.UnileverFinancialsLongtermplanningAIMguidelinesaskfor3yearsharetargetforbrandUnileverreviewfinanciallyeachquarterFinancialproceduresneedtotakeaccountofCCPthinking6.UnevenknowledgebaseCCPregionalcascadenotincludeBrandAgenciesP1focussedonbudgetsetting-MediaagencybiasedKnowledgeimbalanceshouldevenoutovertimeSummaryVerygoodintheoryGreatpotentialPerhapstoomuchtoosoonNewprocess,responsibilities,waysofworking,plus3brandnewpiecesofuntestedsoftwareLackofusablesoftwarenotnecessarilybadnewsUnderstandingofprinciplesbetterWorkloadmaybecomeanissueLongtermnatureofCCPneedstobebalancedwithshorttermnatureoffinancialsystems9、静夜四无邻邻，荒居旧业业贫。。12月-2212月-22Saturday,December31,202210、雨中黄叶树树，灯下白头头人。。02:42:3302:42:3302:4212/31/20222:42:33AM11、以我独沈沈久，愧君君相见频。。。12月-2202:42:3302:42Dec-2231-Dec-2212、故故人人江江海海别别，，几几度度隔隔山山川川。。。。02:42:3302:42:3302:42Saturday,December31,202213、乍见见翻疑疑梦，，相悲悲各问问年。。。12月月-2212月月-2202:42:3302:42:33December31,202214、他乡乡生白白发，，旧国国见青青山。。。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、行动出出成果，，工作出出财富。。。2022/12/312:42:3302:42:3331December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。2:42:33上午2:42上上午02:42:3312月-229、没有失败败，只有暂暂时停止成成功！。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。02:42:3302:42:3302:4212/31/20222:42:33AM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。12月月-2202:42:3302:42Dec-2231-Dec-2212、世间成事，，不求其绝对对圆满，留一一份不足，可可得无限完美美。。02:42:3302:42:3302:42Saturday,December31,202213、不知知香积积寺，，数里里入云云峰。。。12月月-2212月月-2202:42:3302:42:33December31,202214、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。31十二二月20222:42:33上上午02:42:3312月-2215、楚塞三三湘接，，荆门九九派通。。。。十二月222:42上午午12月-2202:42December31,202216、少年十五二二十时，步行行夺得胡马骑骑。。2022/12/312:42:3302:42:3331December202217、空山山新雨雨后，，天气气晚来来秋。。。2:42:33上上午2:42上上午午02:42:3312月月-229、杨杨柳柳散散和和风风，，青青山山澹澹吾吾虑虑。。。。12月月-2212月月-22Saturday,December31,202210、阅阅读读一一切切好好书书如如同同和和过过去去最最杰杰出出的的人人谈谈话话。。02:42: