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˜ To ensure the campaign fulfils its assigned role

in the marketing strategy
˜ To establish the creative directions and
media approaches
˜ To provide a benchmark for evaluation
of the campaign
˜ To serve as the basis for the next planning cycle
   
ihere are we?

Are we getting there? ihy are we there?

Implementation

ihere could we be?

How do we get there?

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A. Brand history
B. Brand audit
C. Customer profile
D. Competition audit
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˜ `roduct category, technology

˜ Recent / current advertising, budgets
˜ Opportunities, problems
˜ Relevant environmental analysis ƛ
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T factors, events
˜ Marketing data ƛ volumes, shares, growth
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˜ iOT ƛ features / ingredients, uses, users,
consumer acceptance, U`
˜ Recent changes ƛ new markets, users, uses
˜ Consumer perceptions ƛ brand personality
˜ `rice - value relationship
˜ User satisfaction levels / problems
˜ Distribution ƛ availability ƛ service back-up
˜ Trade satisfaction ƛ margins, relationships
˜ `ackaging ƛ modern / shelf appeal
˜ Is the brand well known? Respected?
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˜ Demographics
˜ `sychographics
˜ Behavioural
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˜ Direct / indirect competition

˜ Competitive marketing strategies
˜ Advertising, promotions, events
˜ Comparison ƛ packaging, pricing,
distribution, trade & consumer acceptance
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˜ ·rom marketing plan document

˜ Marketing objectives
˜ Target consumer segments
˜ Marketing mix elements, changes
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˜ The Ɲkey factƞ ƛ why is the campaign needed?

˜ `roblems / opportunities faced by the brand
˜ Communications objectives (MART)
˜ Key response sought
˜ `ositioning to be achieved
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Ɲihatƞ is to be said, and Ɲhowƞ

˜ Brand ƛ in reality / as perceived, facts, feelings
˜ `rospects ƛ profile an individual, bring to life
˜ Competitive customer benefit ƛ brand promise ƛ
positioning ƛ supporting data
˜ Tone / mood
˜ Desired customer response, actions sought
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Media objectives
˜ Target definition ƛ demographics,
psychographics (link to editorial ambience)
˜ Reach, OT, ·requency
˜ Budget available; recommendations
˜ Creative imperatives
Media strategy
˜ Channels / vehicles selected
˜ chedule, release pattern
˜
valuation of plan
˜ Costs
˜ Geographical areas
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˜ ales `romotions ƛ purpose, techniques,

duration
˜ `ublic Relations / `ublicity
˜
vent sponsorships
˜
xhibitions
˜ `oint-of-purchase + merchandising
˜ Direct Marketing
˜ Interactive & ocial Media activities
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˜ ihen?
˜ In which markets?
˜ Budgets?
˜ ihat action thereafter?