传播渠道计划.pptVIP

1404 - Unilever - Day 1 Singapore CCP is part of ABC OK? What we are going to cover today Review of key components of CCP process Practical issues relating to CCP ABC Mission To Stimulate the Growth of Unilever Brands The BrandKey CCP Ambition To Develop Competitive Edge in the Way we Manage Communication Channels Experience to Date ABC meant to bring Vital discipline Step change in thinking - investment not cost 4 Billion US Dollars Unilever want a better return on that investment Communication Channel Planning Final piece in the jigsaw of the ABC launch Directly aligned with key strategic thrusts Brand focus Reconnect with the consumer Simplification CCP - The Core Team How CCP fits in - the old approach How CCP fits in - with CCP enlightenment CCP Business Benefits Ties investment to specific business objectives Forces difficult decisions on priorities Produces integrated brand plan Framework for evaluation CCP: All of the people all of the time Benefit First Principle Second Principle Prepare Preliminary Brand Budgets Compare Brand and Activity Budgets and Reconcile Calculate Gross Budgets (i) Targeting - Principle All Consumers are not equal A Few Make the Difference Persil Comfort Surf Domestos Jif Households Brand Revenue 21% 75% 31% 78% 4% 47% 19% 62% 12% 49% Lever’s Core Consumers Understand the Target better Go beyond demographics Consumer Panel Brand Health Monitor (Brandz) 3D TGI/Media Index Tracking Proprietary research Anything else? (ii) Set Measurable Objectives Objectives - A Clear Sequence of Influences Measurable Objectives Must Be... Measurable Objectives Must Be... Measurable Objectives Must Be... Importance of BrandKey in Setting Objectives Relationships: - The Communications Objective (iii) Select Communication Channels PUTTING INTO PRACTICEThe issues... A good process Theoretically, a very clear process Common sense Potential is very good However, operational issues... 1. The Software!!!!! Left to own devices No guida