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Procter & Gamble Luiss 24 marzo 2016
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And After Y1?
Plan at least with 3Ys horizon
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YOUR PROJECT
Design Y2 plan for Lenor in Italy to reach market leadership
• Consumer target to focus
• Marketing and in-store plan to reach them (% by activity)
• Channel/store priorities to win with shoppers
• identify value for consumer and value for trade
Create a presentation for your top management to obtain their
approval to go ahead . It should be no longer than 10 slides
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EVALUATION CRITERIA
General Criteria to evaluate business case:
• Analysis
• Coherence of all parts in the business case
• Strategic approach
• Presentation skills and Originality
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PHASE 1
1. Which target do you want to focus on?
2. What would be the ultimate benefit that your target looks for in
a fabric enhancer?
3. What is the consumer insight?
1 CONSUMER TARGET
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= a group of potential consumers for the category for whom category benefits are unique and relevant
Fabric Care
Softeners
Category
Benefits
THEORY: STRATEGIC TARGET
THEORY 1
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THEORY 1
HOW DO I DESCRIBE MY STRATEGIC TARGET?
• SOCIO-DEMO = i.e. age, sex, occupation, income…
• HABITS AND PRACTICES = how, when, how often, why, in which occasions, etc.
consumers use the product
• UNMET NEEDS AND DELIGHTERS = What are the needs that the existing
products do not satisfy? And what are the elements that would convince and please
him/her?
• RECEPTIVITY = occasions, places and media channels where he/she is more open to
receive the message
• INFLUENCERS = what are the external elements (people, organization, trends) that
influence his/her choices?
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Characteristics of the product that are unique and relevant for your target
Fabric Care
Softeners
Category
Benefits
THEORY: CATEGORY BENEFIT
THEORY 1
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A HEART AND MIND OPENING UNDERSTANDING It is a typically, universal truth that is yet to be expressed, or need to be expressed in a new way. WHICH REVEALS A TRUTH, A MOTIVATION, A TENSION It turns a truth, that could be obvious, into something fresh, surprising or unexpected – so that it feels like a revelation
SOMETHING THAT YOU KNOW WHEN YOU SEE/HEART IT
THEORY: CONSUMER INSIGHT
THEORY 1
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• Select a target and describe it in a human way clarifying who they are, how is their life, what they like doing in the free time, which are their dreams and delighters, which are their influencers and role models.
• Identify what your target thinks about fabric enhancers and what category benefits are relevant for your target
DEFINE YOUR TARGET AND KEY INSIGHTS!
EXERCISE 1
TIPS Ask your friends
Go to stores and ask people
Run some formal interviews
Use photos to express better your concept
ALWAYS ASK YOURSELF WHY WHY WHY
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PHASE 2
1. What communication idea will convince my target to buy and
consume Lenor?
2. What is the best way to reach my target?
3. What is the best marketing plan to win with consumers?
2 MARKETING PLAN
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THEORY 2
COMMUNICATION IDEA
Insight
Benefit
Reason to Belive
Universal truth about my target that is mind-opening
What is the benefit more relevant for my Target
Why should the consumer belive that the brand
will deliver what it promises
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THEORY 2
xxxx
MARKETING PLAN
M1 M2 M3 M4 M5 ...
TV
Digital
Radio
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EXERCISE 2
1. Identify and describe a BIG Communication Idea to convince
your target to buy/try/re-purchase Lenor
2. Design the Ideal Marketing plan for Y2 of the campaign
splitting across most relevant touchpoints for your target (TV,
Digital, Radio, Print). Budget available 4€MM
2 MARKETING PLAN
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PHASE 3
1. How do I stand out and communicate at FMOT?
2. How do I build the best in-store plan to generate incremental
revenues?
3 IN-STORE
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THEORY 3
1. Display
2. Shelf trays and claims
3. Totem
4. Arch
5. Flags
6. Wobbler
IN-STORE POS MATERIALS MENU
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EXERCISE 3
1. Define the best in-store plan to maximise revenues and make
Lenor stand out in-store. Budget available 150M€ - BE
CREATIVE AND ORIGINAL!
Available data are the following:
• Stores # : 11 Hyper ; 66 Super
• MAX tools use for store: 6 in Hyper ; 3 in Super
3 IN-STORE
DISPLAY
SHELF TRAY
TOTEM
ARCH
FLAGS
WOBBLER
ROI IPER ROI SUPER COST
0.9 0.85 36 €
1.2 1.15 82 € x modulo
- - 32 €
- - 51 €
- - 5 €
- - 4 €
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EXERCISE 3
1. Table with final plan with budget allocation by tool
2. Rationale behind use of tools
3. Calculate the ROI and incremental revenues behind the
display plan
4. ON TOP OF THE ABOVE YOU HAVE THE POSSIBILITY TO
SUGGEST A NEW AND DISRUPTIVE IN-STORE TOOL.
Calculate the ROI and incremental revenue for the tool
explaining the rationale behind it.
3 IN-STORE
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PHASE and EXERCISE 4: THE BIG ONE!
Now it’s time to present your integrated business plan to management!
Show management how you built the proposal and coherence of the
strategic intent to grow Lenor business in Y2 and reach share
leadership! (directionally max 10 charts)
TIPS:
• successful integrated plan represents an opportunity for both the company and the customer, in
order to strengthen the partnership in a win/win direction.
• Identify for each choices/actions implemented key benefits and results expected.
• Define clearly the size of the prize for Lenor business and for Customers
• Think about the proposal like a structural summary by topic.
4 INTEGRATED BUSINESS PLAN
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THEORY 4: THE BIG ONE!
SIZE OF THE PRICE
The joint incremental revenue the plan generates to ensure the
both sides achieve the mutually agreed business benefits.
EXAMPLE:
Swiffer Semipermanent Display in multilocation in PET AISLE
creates incremental sales (for xxxM€) for the Brand and for the
customer leveraging on a high strategic target.