《传播渠道计划》ppt课件

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1、CommunicationChannelPlanningReviewHanoi,September2000天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：175569632CCPispartofABCOK?WhatwearegoingtocovertodayReviewofkeycomponentsofCCPprocessPracticalissuesrelatingtoCCPABCMissionToStimulatetheGrowthofUnileverBrands1.Inputs2.Communication

2、splan3.CreativedevelopmentABCTheBrandKey5.Values&Personality6.ReasonstoBelieve4.Benefits7.Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetCCPAmbitionToDevelopCompetitiveEdgeintheWayweManageCommunicationChannelsExperiencetoDateABCmeanttobringVitaldisciplineStepchangeinthinking

3、-investmentnotcost4BillionUSDollarsUnileverwantabetterreturnonthatinvestmentCommunicationChannelPlanningFinalpieceinthejigsawoftheABClaunchDirectlyalignedwithkeystrategicthrustsBrandfocusReconnectwiththeconsumerSimplificationCreativeAgenciesMediaAgenciesUNILEVERSeniorMarketersMediaManagersC

4、CP-TheCoreTeamHowCCPfitsin-theoldapproachDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanMediaBriefingCreativeDevelopmentDraftMediaPlanFinalMediaPlanAgencyInvolvementHowCCPfitsin-withCCPenlightenmentDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanDr

5、aftCommunicationChannelPlanCreativeDevelopmentFinalCommunicationPlanAgencyInvolvementCCPBusinessBenefitsTiesinvestmenttospecificbusinessobjectivesForcesdifficultdecisionsonprioritiesProducesintegratedbrandplanFrameworkforevaluationCCP:Allofthepeopleallofthetime1998:%Producing/ReceivingCommu

6、nicationPlanforallbrandsUnilever70Agency332001:%BrandsforwhichCommunicationPlansaremandatoryUnilever100Agency100ThisisnotRocketScience!InstrumentaltoSuccess1234ForeachstepDeliverableStepsInputsIdentifyPotentialActivitiesPrepareBudgetOutlinePrioritisedActivities,BudgetRecommendationsandTim

7、ingsPhase1:AgreeBrandActivities&PrioritiesBenefitGreaterBrandFocusFirstPrinciplePlannedactivitiesmustbeconsistentwithbrandstrategyandbusinessobjectivesSecondPrincipleBudgetmustbesufficienttosupportbrandmarketingactivitiesPreparePreliminaryBrandBudgetsTop