传播渠道计划.ppt

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1、CommunicationChannelPlanningReviewHanoi,September2000CCPispartofABCOK?WhatwearegoingtocovertodayReviewofkeycomponentsofCCPprocessPracticalissuesrelatingtoCCPABCMissionToStimulatetheGrowthofUnileverBrands1.Inputs2.Communicationsplan3.CreativedevelopmentABCTh

2、eBrandKey5.Values&Personality6.ReasonstoBelieve4.Benefits7.Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetCCPAmbitionToDevelopCompetitiveEdgeintheWayweManageCommunicationChannelsExperiencetoDateABCmeanttobringVitaldisciplineStepchangeinthinkin

3、g-investmentnotcost4BillionUSDollarsUnileverwantabetterreturnonthatinvestmentCommunicationChannelPlanningFinalpieceinthejigsawoftheABClaunchDirectlyalignedwithkeystrategicthrustsBrandfocusReconnectwiththeconsumerSimplificationCreativeAgenciesMediaAgenciesUNIL

4、EVERSeniorMarketersMediaManagersCCP-TheCoreTeamHowCCPfitsin-theoldapproachDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanMediaBriefingCreativeDevelopmentDraftMediaPlanFinalMediaPlanAgencyInvolvementHowCCPfitsin-withCCPenlightenmentDraftM

5、arketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanDraftCommunicationChannelPlanCreativeDevelopmentFinalCommunicationPlanAgencyInvolvementCCPBusinessBenefitsTiesinvestmenttospecificbusinessobjectivesForcesdifficultdecisionsonprioritiesProducesinte

6、gratedbrandplanFrameworkforevaluationCCP:Allofthepeopleallofthetime1998:%Producing/ReceivingCommunicationPlanforallbrandsUnilever70Agency332001:%BrandsforwhichCommunicationPlansaremandatoryUnilever100Agency100ThisisnotRocketScience!InstrumentaltoSuccess1234

7、ForeachstepDeliverableStepsInputsIdentifyPotentialActivitiesPrepareBudgetOutlinePrioritisedActivities,BudgetRecommendationsandTimingsPhase1:AgreeBrandActivities&PrioritiesBenefitGreaterBrandFocusFirstPrinciplePlannedactivitiesmustbeconsistentwithbrandstrategy

8、andbusinessobjectivesSecondPrincipleBudgetmustbesufficienttosupportbrandmarketingactivitiesPreparePreliminaryBrandBudgetsTopDown(Strategic)BottomUp(Activities)PreliminaryBrandBudgetPrelim