Brand Plan

Proposed Road Map

BrandPlan / Marketing Plan is divided into 2 parts: A) Diagnostic B) Brand Plan / Marketing Plan The List below gives the various Marketing elements that need to be covered under both parts. This is not an exhaustive list. Please feel free to add new elements to it. Also put in Exhibits containg Advertisment - TV Commercial, Press Campaign, Events or any other exhibit which will enhance the power of your Brand Plan & make it more impactful!

A)Diagnostic
a) b) c) d) e) f) g) Consumer Insight Layering of Brand Kano s Model Brand Portfolio Analysis Product Life Cycle BCG Model Emerging Trends a. X Axis: Claim & Validation b. Y Axis: Well being & Functional Brand Architecture Brand Identity Buying Behaviour & Brand Loyalty Brand Experience Customer Profiling a. Advocates b. Walking Wounded

h) i) j) k) l)

c. Missing in Action d. Terrorist m) Customer Complaint Handling Strategy n) Intellectual Property Rights a. Brand Name Registration b. Trade Mark Registration c. Patents d. Renewal e. Private Protection Agencies f. Law Enforcement Agencies g. Grey Market h. Look Alike, Spell Alike , Fake, Copy o) Brand Personality p) Pricing Strategy q) Advertising& Sales Promotion a. ATL b. BTL r) Competitors Analysis, including Invisable Competitors. (For example for Nikon, Nokia was an invisible competitor in the Phone market.And Apple was an invisible competitor for Nokia in Smart Phone Market.)

B) Brand Plan
a) b) c) d) e) f) Brand Vision & Mission Statement Target Segment Definition SEC Generic Study of Target Segment Environmental Scan: PESTEL Analysis SWOT Analysis Brand

a. Core Identity b. Extended Identity i. Brand as a Product ii. Brand as an Organisation iii. Brand as a Person iv. Brand as a Symbol g) Brand Personality h) Branding Architecture i) Brand Identity j) Pricing Strategy k) Distribution Strategy: a. Main Distribution Channel b. New / Additional Distribution Channels l) Competitors Analysis m) Market Research Plan a. Brand Tracking Study b. Brand Audit Study n) Capturing New Trends a. Web 2.0 b. Product to Services c. New / Unaddressed Segments o) Brand Extensions p) Brand Portfolio Analysis q) BCG Model r) Emerging Trends a. X Axis: Claim & Validation b. Y Axis: Well being & Functional s) Product Life Cycle t) Marketing Objective u) Marketing Strategy

v) Marketing Plan: This will cover ATL & BTL elements which may include a. TV b. Press c. Radio d. Cinema e. Internet f. Hoarding g. Events h. Merchandising Strategy i. In Store Activities
(This selection is not exhaustive. Please feel free to add additional A&SP vehicles to meet your Brands Strategy!)

w) Marketing Plan Evaluation a. X Axis: Passive & Active b. Y Axis: Involved & Immersed x) Brand Dashboard y) Risk Analysis