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STRATEGIC PLANNINGFOR EFFECTIVE BRAND COMMUNICATION
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CHAPTER IINTRODUCTORY TO STRATEGIC PLANNING
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What Is Strategic Planning?
A strategy is an overall approach and plan. So Strategic Planning is the overall planning that facilitatthe good management of a process.
It gives you clarity about what you actually want to achieve and how to go about achieving it.
Strategic Planning is visionary, conceptual and directional.
Strategic Planning for a marketing communication provides a platform for communication directiosets a strategy on what you want to communicate it and to whom.
Strategic Planning for marketing communication is a comprehensive effort. It plays a vital role indeveloping accurate brand messaging and provides a forum for consistently delivering those messato market place.
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Strategic Planning enables you to answer the following questions:
What is it?
What problem are we addressing?
What difference do we want to make?
Which critical issues must we respond to?
What should our priorities be?
What Is Strategic Planning?
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Once those questions are answered, it enables you to answer the following:
What should be the objective?
What should we do to achieve the objective?
What shall we communicate?
To whom shall we communicate it to?
How should we communicate?
What Is Strategic Planning?
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Confusing Ad?
Too many messages?
Cant relate?
Boring?
Not involving?
Predictable
Lack of planning may result in...
If it doesnt touch your nerves, it aint a great communication idea!Because, great communication idea needs to connect to its consumer
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Shortage of time
Lack of involvement in strategic planning
Lack of business understanding and knowledge in an increasingly complex situation
Avoidance of risk taking
Habit of holding the old way
Barriers in Strategic Planning
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CHAPTER IISTRATEGIC PLANNING PROCESS - PART I
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How communication works?
The Conversation Analogy
Ad/PR/Event is a
form ofconversation
between Brand
and Consumers
The Challenge is
to make the
conversation
Work!
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Strategic Planning process helps to create theright conversation with the right people
in the right context.
Strategic Planning process helps you understandthe relationship between the brand and
the consumers and the contextof whichthey relate with each other.
Role of Strategic Planning
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Strategic Planning Process
Scan The Environment: Market, Consumer, Competition
Asses Current State of The Brand
Identify Critical Issues
Set Desired Future State:Target Source of Business,
Communication Objective
Gap Analysis
Explore Consumer Insights
Strategy Development:
Brand Idea,Ad Proposition
CreativeIdea
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The Market: Describe market situation where conversation must take place, identifies clients position inmarket as it currently exists, explores market trends and product consumption.
Market Size: Is the market growing/declining/stagnating? Why?
Market Share: What is your share in the market? Compare to market size? Growth of your marketshare? Share trends?
Market Trends: What sort of trends are happening in the market place?
Market Segment: Is the market segmented? How is it segmented? In which segment are you competin?
Strategic Planning Process.
Scan The Environment:Analyze The Market
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The Consumers: Describe the type of consumers of which the brand will have conversation with. Providanalysis of each of the potential target markets, regarding their use of the product and the factors affecttheir buying process. This information is gathered using a variety of research tactics and observations togather facts about buying process.
Demographic: Gender, Age, Race, Professions, SES Level, Education.
Geographic: National vs Regional vs Local.
Psychographic: habits, attitudes, likes and dislikes, what do they believe in, aspirations.
Behavioristic: how do they behave, how do they buy the product, how do they use the product, whatthey feel about the product.
Drivers and barriers towards the category and the brand.
Strategic Planning Process.
Scan The Environment:Analyze Your Consumers
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The Competition: Describe the competitive situation in which the brand competes, identify key players defines their positions, strategies and initiatives.
Who are they?
What are their share in the market? What did they do significantly different in gaining their share?
What are they claiming? What are their competitive advantage? Is the message any different? Howdifferent can we be?
Map out the claim
Strategic Planning Process.
Scan The Environment:Analyze Your Competition
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The Brand: Describe attitudes of the brand that will influence the conversation
Product attributes: What do we have and offer to consumers? What are the benefits?
Positioning: How is the brand different from others? Does the brand stand out?
Values: What values does the brand stand for?
Drivers to the brand: What drives consumers to our brand?
Barriers to the brand: What stops consumers in using/buying the brand?
Price: Hows our price compare to competition?
Strategic Planning Process.
Asses Current State ofYour Brand:
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Identify critical issues that the brand need to tackle and describe the motives behind the conversation
Is there a wrong perception towards the product?
Do we need to enhance or shift consumers mindset towards the product?
Are there consumers need that are unmeet? Or, do we need to raise and create the need?
Is the brand losing its customers?
Is the product benefit understood?
Strategic Planning Process.
Identify Critical Issues:
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SOB: Identify who the brand will likely get the share from. Key target shall be identified given the
competitive situation, growth potential and product offering of the client. This target SOB will provide tbest opportunity to develop strong brand awareness and will maximize the potential for both market shand revenue growth.
Currents users of the brand
Other brand users
Lapsed users: Those who have used the brand but stopped
Non users of category
Strategic Planning Process.
Identify Source of Business:
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CHAPTER IIISTRATEGIC PLANNING PROCESS - PART II
SETTING COMMUNICATION OBJECTIVE AND THE BRAND STAGES
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Marketing Communication sole purpose is to affect consumer in one way or another,so w
the time comes to make a brand choice, they choose the brand over the others.
Communication Objective shall be clear, precise, hitting straight at the issue or the cau
and at the same time stimulating and aspiring creativeso any communication materia
executed prepares the target consumer for that moment of choice.
It all starts from a clearCommunication Objective.
Strategic Planning Process.
The Basic Objective of Communication
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To tell people about the new packaging of Cooking Powder.
To give awareness about new Motorcycle stripping.
To make people understand about The Brand.
To introduce consumer a new program by Brand.
To maximize selling of a Brand.
To raise market sharing of a Brand.
Strategic Planning Process.
The Basic Objective of CommunicationBad Examples:
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To raise curiosity about Smart Phone Technology.
Positioning Apple as leading Technology Brand with innovation.
Switch the mindset of Light Snack consumers.
Build consumers habit of using a Motorcycle.
To alert consumers about the danger of a disease.
To provoke consumers to change Cigarettes Brand to Sampoerna Mild.
To dramatize Brand, like you cannot live without it.
Strategic Planning Process.
The Basic Objective of CommunicationGood Examples:
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Brand Stages: Stages in which person-to-brand relationship develop. There are 5 distinctive stages.
No Brand Experience
Trial Purchase
Brand in Repertoire/Brand in Consideration
Most Purchased Brand
Only Brand Purchased
Strategic Planning Process.
Stages of The Brand:
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Brand characteristics:
No awareness/brand unknown.
Low familiarity towards the brand.
Weak brand associations.
Low understanding in brand benefits/product knowledge
Brand not yet relevant.
Eg: New brands/New product category.
Strategic Planning Process.
Stages of The Brand:Stage 1 - No Brand Experience
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What would consumers learn in the first stage:
Brand name.
Category it is in.
Whats in it for me.
It is the brand for me or not.
How would consumers react in the first stage:
Positive: Interest, acceptance
Negative: Ignore, rejection
What should be the communication objective:
Raise interest towards the brand/product
Educate brand/product benefit
Build relevance/connect with costumers interest/need
Strategic Planning Process.
Stages of The Brand:Stage 1 - No Brand Experience
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Brand characteristics:
Aided awareness.
Low acceptance in brand repertoire.
Low level of interest & relevance.
Non commitment towards the brand/no brand preference
Mild positive feelings towards the brand/understand brand promise/benefits
Eg: Newly launched brands or newly introduced product category
Strategic Planning Process.
Stages of The Brand:Stage 2 - Trial Purchase
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What would consumers learn in the second stage:
Is it the brand for me or not.
Does the brand meet my expectations.
Would I buy it again or not.
How would consumers react in the second stage:
Positive: First purchase turn into second purchase
Negative: First purchase is the end of the process
What should be the communication objective:
Induce trial/re-trial
Elevate level of interest - Make the brand desirable
Increase familiarity of the brand
Build brand associations/brand meanings
Strategic Planning Process.
Stages of The Brand:Stage 2 - Trial Purchase
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Brand characteristics:
Spontaneous awareness.
More elaborated brand beliefs/benefits.
Increased brand associations/meanings.
Positive value perception of the brand.
Included in consideration set.
Intensified emotional response for the brand.
Eg: Established brand/brand in growing stage.
Strategic Planning Process.
Stages of The Brand:Stage 3 - Brand in Repertoire
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What would consumers learn in the third stage:
Increased brand experience.
Evaluation of habit formation.
How would consumers react in the third stage:
Positive: Buy the brand regularly
Negative: Buy the brand occasionally, may result to switch out
What should be the communication objective:
Enhanced brand meanings/beliefs
Enhance positive attitude
Form habit towards the brand/product
Strategic Planning Process.
Stages of The Brand:Stage 3 - Brand in Repertoire
S Pl P
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Brand characteristics:
Top of mind awareness.
High salience of brand benefits.
Strong brand associations.
Concurrence with brand ideal.
Intense emotional response.
Brand commitment.
Eg: Leading brand.
Strategic Planning Process.
Stages of The Brand:Stage 4 - Most Purchased Brand
S i Pl i P
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What would consumers learn in the fourth stage:
Intensive brand experience.
Brand buying satisfaction.
Habit formation.
Brand name becomes generic for the category.
How would consumers react in the fourth stage:
Positive: Becomes a trusted brand which will lead into loyalty
Negative: Decrease in frequency than turn into brand shifts
What should be the communication objective:
Extend brand meanings/brand diversification
Elevate brand value
Create greater emotional bonding with consumers
Strategic Planning Process.
Stages of The Brand:Stage 4 - Most Purchased Brand
St t i Pl i P
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Brand characteristics:
Only brand accepted.
High emotional attachment.
Strong brand ties.
Brand support self concept.
Eg: Brand leader.
Strategic Planning Process.
Stages of The Brand:Stage 5 - Only Brand Purchased
Strategic Planning Process
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What would consumers learn in the fifth stage:
Strong brand bonding - brand as a part of the consumers life.
Cant live without brand - would postpone purchase if not available.
How would consumers react in the fifth stage:
Positive: 100% (or almost 100%) brand loyal - normally occupies only 10-20% of total consumers
Negative: Sensitive to the brand changes - should the brand evolves.
What should be the communication objective:
Enhance brand experience of loyal users
Dramatize life without it
Provoke non users/switch mindset of non users
Strategic Planning Process.
Stages of The Brand:Stage 5 - Only Brand Purchased
Strategic Planning Process
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What makes communication objective compelling?
It inspire creative
Simple, not loaded with word but portray clarity of thought
Understand where the problem lies, who the ad should target to
Know exactly what is the task of advertising
Strategic Planning Process.
Good Communication Objective
Be focused! Each advertising task is different. Each demands different
communication strategy and require different focus to the briefing!
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CHAPTER IVSTRATEGIC PLANNING PROCESS - PART III
IDENTIFYING CONSUMER INSIGHTS
Strategic Planning Process
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A simple, universal human truththat will connect your
consumers to your brand
It touches the nerve, hits the hot button, cuts through and
resonates with the people
Strategic Planning Process.
Definition ofConsumer Insights:
Strategic Planning Process.
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Insights set the brand apart by focusing on a desirable differen
which forms a closer relationship with the consumers
Insights inspire great creative ideaswhich deeply connect w
the consumers
Insights marriesthe brand to the consumers
Strategic Planning Process.
What Would InsightsDo to Your Brand?
Strategic Planning Process.
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Great brands have Brand Ideasbefore they have creative ideas
Great Creative Ideasare based on great consumer insights
Great Consumer Insightsare derived from depth understandi
on the brand, consumer and the context.
Strategic Planning Process.
What MakesA Great Brand?
Strategic Planning Process.
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A simple idea of the brand that consumers have in mind
An idea that is both motivating and differentiating for consumers
g g
What Exactly isA Brand Idea?
Strategic Planning Process.
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g g
Behind Great Brand,There is Great Brand Idea.
Behind Great Creative Idea,There is Great Consumers Insights.
Just Do It
How Low Can You Go
Pria Punya Selera
Jagonya Ayam
Lifes Good
Connecting People
Selera Indonesia
Think Different
These Ads touch the nerves, memorable, connectswithconsumers and stays in the mindof consumers.
One Heart
Setia Setiap Saat
Ga Ada Lo Ga Rame
Im Loving It
Semakin Di Depan
Diputar, Dijilat, Dicelup
etc
Strategic Planning Process.
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Key Elements To MakeCommunication Works.
BRAND
What It Is?What It Stands For?Benefits, ValuesBeliefs, Personality
A single, relevant andmotivating truth aboutthe brand.
Who They Are?What They Like?
What They Aspire To?Habits & Attitude
POINT OF VIEW
TARGET
CONSUMER
Strategic Planning Process.
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Key Elements To MakeCommunication Works.
BRAND
MARKETCONTEXT
COMPETITIVECONTEXT
MEDIAENVIRONMENT
POINT OF VIEW
TARGETCONSUMER
Strategic Planning Process.
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The Discovery Process
Understand the brand and its business issue
Learn your consumer
Learn the context (the market, the competition, the trend) seek
inspiration from outside
Make connections between the brand, the consumers
and the context.
Insight Are Not Given.They Have to be Discovered!
Strategic Planning Process.
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Insight Are Not Given.They Have to be Discovered!
CONSUMER CONTEXT
BRAND
CONSUMERINSIGHTS
Strategic Planning Process.
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A Need
An Objective
A Problem
The Manufacturers Wish
Tone and Manner
A Reason Why
What Insight is NOT?
Strategic Planning Process.
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Need
What Insight is NOT?Some Examples
Insight
To drive safely Life is so precious that your fear of failinto protect your loved ones.
To get together and hang out with friends Everything will be a blast when done
together with friends
To have smooth, unbroken communication Everyone fears of failing communicateespecially under emergency situations
To remove stains and dirts If you dont let your children get dirty, th
wont learn
Strategic Planning Process.
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The Challenge is...
How To find the most POWERFUL one.
Powerful Insight = Most Relevant toconsumer = Most Relevant to TheBrand.
There is No Right orWrong Insights!
Strategic Planning Process.
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Do you like it?
Would you remember it?
Does it feel personally relevant?
Does it move you closer to the brand?
Would you buy it?
What MakesA Great Insight?
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CHAPTER VSTRATEGIC PLANNING PROCESS - PART IV
ROUTES OF PROPOSITION: TECHNIQUE IN BUILDING BRAND PROPOSITION
Strategic Planning Process.
Wh i
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Proposition is the point of conversation, a selling point about the
brand.
It reflects the brand idea
What isA Proposition?
CONSUMER CONTEXT
BRAND
CONSUMER
INSIGHTS PROPOSITION:Point of Conversation.
A Selling Point About The Brand
Strategic Planning Process.
Th P i i
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The PropositionProposition Routes:
A. Product Characteristic Based:
Ingredients
Texture
Performance
Packaging
Country of Origin
Disposable/Refillable
Strategic Planning Process.
Th P i i
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The PropositionProposition Routes:
B. User Characteristic Based:
Celebrities use it
Expert recommendation
Exclusivity (only few can afford it)
Brand that most people use
Professionals use it
Strategic Planning Process.
Th P iti
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The PropositionProposition Routes:
C. Disadvantage of Non Use:
How you could lose out
Risk of damage
Missed opportunity
Strategic Planning Process.
Th P iti
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The PropositionProposition Routes:
D. Ways of Using Product:
To share
Gifting
To indulge/treat yourself
Various ways of using/eating product
Strategic Planning Process.
Th P iti
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The PropositionProposition Routes:
E. How Product Is Made:
High precision
German technology
Specially handcrafted
Perfect subliminal
Strategic Planning Process.
The Proposition
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The PropositionProposition Routes:
F. Image Characteristic:
High quality
Good value
Friendly
Exotic
High tech
Contemporary
Strategic Planning Process.
The Proposition
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The PropositionProposition Routes:
G. Satisfying Psychological Needs:
Thirst
Hunger
Social Status
Self Confidence
Being A Good Mom/Wife
Strategic Planning Process.
The Proposition
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The PropositionProposition Routes:
H. Direct Comparison With Competitors:
Product Comparison
I. Newsworthiness:
New
Improved Formula
Latest Technology
Anniversary
Strategic Planning Process.
The Proposition
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The PropositionProposition Routes:
J. Generic Benefit:
Claiming the generic benefit to set the high ground
K. Surprising Facts About The Product:
ie: Contain X that is able to reduce cholesterol
L. Unique Benefit:
Only brand X that has...
Strategic Planning Process.
The Proposition
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The PropositionProposition Routes:
M. Price Characteristic:
Better Value
Lasts Longer
Money Off Offer
N. Product Heritage:
Established Since...
The Founders
Mom/Dad use it
Strategic Planning Process.
The Key to Find
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Pick The Route that...
Speaks about the brand
Sparks a Point of Difference for the brand
Relates to your consumers
The Key to FindA Powerful Proposition
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CHAPTER VIBUILDING BRAND ROADMAPAND BRAND EQUITY
Brand Evolution
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Brand/Product Proposition can be changed, rejuvenated or updated when:
No longer relevant to consumers needs
Market has changed
Competitive context evolved
Brand evolved
Brand Evolution
Brand Roadmap
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Brand Roadmap is a journey of a brand. The journey where it will take the bra
to its final destination.
In the brand journey, the brand reaches different points and stages of the branmarket and consumer context. The changes in the context will affect the way brand communicate to its target.
It is therefore important to design a brand roadmap to get the brand to its fingoal and destination. It gives direction and compass for the brand.
With the brand roadmap, brand equity are kept in-tact and proposition is madto be relevant to the context where it belongs.
Brand Roadmap
Brand Roadmap - Examples - A Mild
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Brand Roadmap Examples A Mild
1988 2000 2012
Brand Stages
No Brand Experience
SOB
Non Users
Objective
Raise Curiosity
Proposition
How Low Can Yo Go
Brand Stages
Most Purchase
SOB
Existing & Non User
Objective
Extend Meaning
Proposition
Other Can Only
Follow
Brand Stages
Only Brand
SOB
Existing & Non User
Objective
Enhance
Proposition
Go Ahead
Brand Equity
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A set of brand assets contributing to the value of the bran
Brand name, symbols, associations or perceived image andother brand identity are the brand assets that formed branequity.
Brand Equity
Brand Equity Tool
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Brand Equity Tool
Initial
EquitySignals
How we want ourcustomer to recognize
our Brand.
Rational
Assets
What we want our
Brands functional
attributes to be.
EmotionalAssets
What will be our
Brands image and
personality.
CoreMotivationto Pay
Why will customers
choose our Brand.
BrandEssence
Brand Equity Tool - Example - Levis
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q y p
Initial
EquitySignals
Brand Name. Logo.Leather Patch. Bird on
back pocket.
Rational
Assets
Assurance of quality.
Special designed.
EmotionalAssets
Freedom. Expressive.
Individualist. Bold. Sexy.
Iconic. Original.International Brand.
CoreMotivationto Pay
The Original. Quality in
Style.
BrandEssence
Iconic OriginalJeans.
Good Strategic Planners Are...
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They are visionary and future focused, spending most of their time looking
forward.
They are system thinkers seeking to understand the root causes and forces thshape the issues and challenges they will face.
They have deep appreciation of the strength of diversity, understanding thatdiversity promotes creativity and innovation.
They are risk takers, balancing the needs to take chances.
They are good communicators, understanding the importance of effectivecommunication at all levels.
g
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GOOD LUCKAND
THANK YOUIDEALIGHT - FEBRUARY 2013