Melissallarena.com
Brand X - Brand Assessment
Brand X - 90 Day Plan
• 0 – 30 Days (September)
o HR On boarding
o Key join-ups with day-to-day business team
o Review Past 3 year business results
o Current Business Assessment for FD+ and top 10 accounts
▪ Trial, Repeat, Loyalty
▪ Share and trend: $ share, Volume share, and gaps vs. fair share
▪ Shipments and trend
▪ Distribution gains / losses
o Budget Review - FY12/13 commitments for revenue and profit
o 3 year glide path for revenue, profit, volume, and share
o Marketing Plan Review
o Brand Health Check - Equity Scan, Habits and Practices, MMM
o Equity pyramid, segmentation, and architecture review
o Top 10 customer plans – sufficiency assessment and interventions
• 30-60 Days (October)
o Sales join-ups – retailer priorities / business planning / distribution risks
o Plan for back half distribution drive
o FY13/14 strategy development – define priorities
o Plan for Equity framework and brand architecture
▪ Funding / Resources identified
▪ Learning Plan / timeline
o Claims development session – focus on competitive claims vs. Competitor A
o Team building event
• 60-90 Days (November-December)
o Kick off Equity framework and brand architecture project
o Launch distribution drive
o Launch packaging refresh – focus on new claims
o FY13/14 marketing plans
o FY13/14 budget
Brand X Opportunities
• Distribution Opportunities
o Target
o Club e-commerce channels
o Food
• Trade
o Ensure Fair share merchandising
o Trade support to facilitate distribution gains
o Increased bundling with Angel Soft (already doing some) – in pack coupons, IRC, circular, etc to drive the mid-tier
o Rebate program with Angel Soft
• Marketing
o Establish social media presence – Facebook and Twitter
o Leverage ER/PR – value bloggers
o Competitive claims on pack
• Product Innovation
o Increased Pick-a-size offerings (prints) – Value while driving consumption
o Increased format options to hit strategic price points
o Sheet width reduction from 11in to 10.4 to be on par with Competitor A
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