[Assignment 20.1][Brand Marketing Plan P.1] Hung Van

BRAND

MARKETING PLAN

Brand Marketing plan OMO Example

- Week 20 -

Part 1

Brand Marketing planBrand Planning Toolsets

The BrandKey Vision

(BKV) is the single

expression of the

desired positioning of

the brand. It makes

clear what the brand

will stand for and what

it will do in the next 3-5

years.

The Range Architecture

describes how Unilever

structures, organises

and communicates a

brand range that

delivers the BrandKey

Vision. The Range

Architecture aids

consumer choice and

maximises company

efficiency.

A Brand Vision Plan specifies brand equity and business targets

for each brand across a 3-5 year timeframe and describes a series

of major strategic activities designed to deliver that plan. The BVP

helps align brand building activity across all markets by defining

clear priorities and focusing on the key growth drivers for each

brand. By setting key measures of success, it will ensure we track

and assess brand progress towards the Vision

A Brand Marketing Plan

specifies the detailed

actions brands will take to

close the gap between

local market starting points

and the strategic brand

vision. The BMP must also

deliver the business targets

detailed in the brand’s

National Goal. Covering a

12-24 month timeframe,

the BMP is jointly

developed by a

crossfunctional team

(Marketing, Customer

Marketing, Finance, CMI,

CCM and channel agency)

at a national level, in

liaison with the Brand

Development team.

Brand Marketing planInputs and output

INPU

TS

OU

TPU

T

Brand Marketing planOutput elements

The financial targets and

portfolio role of the brand in

the market. Together these

set a growth expectation for

the brand.

Represent the most important triggers or barriers to the brand’s growth

and development. Each is recorded with the supporting facts and data.

These are identified by the national Audit and will provide the themes for

discussion and metrics when writing the Jobs-to-be-Done.

A focused list of no more than 5 prioritised Jobsto-be-Done which the

brand must deliver if it is to succeed in achieving its targets. Each Job

has a defined target audience, is expressed in relevant Measurable

Objectives and will have been allocated a preliminary budget.

An integrated schedule of the activities, channels and budgets the brand will

use to deliver its Jobs-to-beDone. In creating it, all activities should be

considered that will influence brand performance, including distribution, in-

store presentation, pricing and specific customer marketing activities. It is not

just about planning communication or new product launches.

The key aims of the Activity Schedule are to create an integrated brand

experience for the consumer/shopper and to link activities to create synergy,

efficiency and impact in everything the brand does.

A simple one-page overview of the Jobs-to-be-Done with their Measurable

Objectives and the activities which will drive the growth of the brand

towards these objectives. Also included is who is responsible for each main

activity and a record of progress against the targets. The Scorecard should

be reviewed at least quarterly throughout the year. Any variance from the

targets should be fully understood and action taken.

OMO Example

OMO Example