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1、THE P&G MARKETING FRAMEWORKLisa HillenbrandLeonora PolonskyMarketing Knowledge&Innovation第一页，共79页。Agendan nFramework OverviewWHO:Targeting&Prime ProspectingWHAT:Creating strong Equities and Communication StrategiesHOW:Developing winning Value Propositions and Marketing Plansn nAction steps第二页，共79页。W
2、orkshop PurposeProvide big picture view of marketing decisions/actions and how they fit together.Enhance capability in the job youre in today via:skill building/tools in the areas you are responsible for.an understanding of how your work relates to other decisions/activities on the Brand globally,re
3、gionally,and locally.Give all P&G marketers a strong foundation in each of the range of marketing areas you will likely work on during career.第三页，共79页。3 Questions At The Cornerstone Of The FrameworkHOWWHAT-Target-Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWH
4、OAssessing the landscape第四页，共79页。Nicorette Case Study第五页，共79页。Nicoderm CQ第六页，共79页。It is Not/It isIT ISan integrated view of proven and emerging/innovative tools an assessment tool,a guide for thinking,an opportunity to refocus on most critical an opportunity to refocus on most critical strategic que
5、stionsstrategic questionsIT IS NOTa black box to solve marketing problems,a formulaic answer,the latest trend report on breakthrough new marketing tools and flavor of the month第七页，共79页。Development ApproachMarketing Knowledge&InnovationA User Council MDs of all GBUs/MDOsAgency RepsFocus groups and 1:
6、1 with BMs/ABMsPRIDE leadership input Support from GBU heads/Presidents第八页，共79页。Sleep Loss QuestionsWhat about your Marketing Strategy and Plan is keeping you up at night?第九页，共79页。HOWWHAT-target-prime prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOP&G MARKETING FRA
7、MEWORK-Target-Prime ProspectsAssessing the landscape第十页，共79页。Assessing the landscapeP&G MARKETING FRAMEWORKHOWWHAT-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHO-target-prime prospectsWHO are your target consumers?WHO are your prime prospects within the target?第十一页，共79页。Str
8、ategic Target DefinitionConsumers who share common needs/preferences(DCE)that our brands are uniquely positioned to meetDelivers sufficient NOS/profit to meet business objectives(A.K.A.Primary Target,Overall Target)第十二页，共79页。Other Target DefinitionsPrime Prospect:Subset within target with highest gr
9、owth potential(e.g.POME)Secondary Target(optional):Consumers outside strategic target but represent significant opportunity(e.g.Vicks&Seniors)Shadow Target:Consumers outside target who buy brand(e.g.women for Marlboro)第十三页，共79页。Why is Targeting so Important Today?Business concentrated and technology
10、 improves ability to target 80%of Tide sales from 18%of HHIncreased fragmentation of consumer needs第十四页，共79页。Why is Targeting so Important Today(cont)?MDO scale opportunities Heightened need to increase return on MSA 第十五页，共79页。Target CriteriaRight to win?Clear and specific?Identifiable,reachable,and
11、 measurable?Deliver business objectives?第十六页，共79页。ApplicationRight to WinClear and SpecificDelivers ObjectivesIdentifiable and ReachableHow does your current target measure up vs.criteria?第十七页，共79页。Bayer第十八页，共79页。Iams第十九页，共79页。Opportunities to Increase NOS/Profit Among YourTargetPrice/Value Reframin
12、gJust One More(Expanding Usage)第二十页，共79页。“I dont know the key to success,but the key to failure is trying to please everybody.”Bill CosbyWord Of Wisdom第二十一页，共79页。Contradictory Word Of WisdomA good target does NOT necessarily mean a narrow target!第二十二页，共79页。Can narrowing or broadening your target del
13、iver stronger results?WHOPower Question第二十三页，共79页。Some Leads For Strengthening Target Definition:Combining data across different variables:geographic,demographic,psychographic,behavioral/need based=End up with a targets definition that is both MEANINGFUL and ACTIONABLE.Leveraging state-of-art consum
14、er understanding techniques storytelling,home visits,bootcamps,day-in-the lifeUnderstanding the targets DCE beyond functionality experience,process,relationship第二十四页，共79页。ApplicationIs your brand uniquely qualified to deliver your targets DCE(Desired Consumer Experience)?Consider fit between target
15、and equity/value proposition第二十五页，共79页。Prime Prospects DefinitionSubsets within the target with highest growth potential.第二十六页，共79页。Prime Prospects Can Be.Entry Point ConsumersHeavy Category UsersTop ProspectEarly Adopters/Chat Leaders第二十七页，共79页。Who Are Some Prime Prospects Within Your Target?Applic
16、ationEntry Point ConsumersHeavy Category UserTop ProspectsEarly Adopters/Chat Leader第二十八页，共79页。WHOPower QuestionAre you reaching and converting your Prime Prospects?第二十九页，共79页。AT&T第三十页，共79页。Molson第三十一页，共79页。WHO Action StepsEvaluate Strategic TargetStrongFocus on Prime ProspectsNeeds ImprovementRewor
17、k Target第三十二页，共79页。Additional Tools/Resources on mNetiEvaluating Strategic TargetiIdentifying SegmentsiConfirming Business PotentialiChoosing Prime ProspectsiCase Studies第三十三页，共79页。P&G MARKETING FRAMEWORKHOWWHAT-Target-Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication Stra
18、tegyWHOAssessing the landscape第三十四页，共79页。Assessing the landscapeP&G MARKETING FRAMEWORKHOWWHO-Target-Prime Prospects-Value Proposition-Marketing PlansWHAT-Brand Equity-Communication.StrategyWHATWhat should the Brand Equity be and how does it translate into the Communication Strategy?第三十五页，共79页。Brand
19、 Equity should NOT be changed lightly or frequentlyIf change,provide link back to Brands history第三十六页，共79页。Brand Equity“Your Brands DNA”The strategic ideas and executional elements that set your brand apart from competition in the hearts and minds of your target consumers.第三十七页，共79页。5 Key ElementsSt
20、rategic 1.Overall Equity 2.Strategic Equities(mainly benefits,can be RTB)3.Brand CharacterExecutional 4.Executional Properties 5.Visual Identity第三十八页，共79页。Provides Focus and Inspiration for all P&G Functions and AgenciesEQUITY第三十九页，共79页。For Marketing,Equity Decisions Provide Direction for all Commun
21、icationsPRIn-Store MarketingTVProductPackagingEQUITYWebsite第四十页，共79页。1.Overall Equity*Some agencies call this Brand Essence,Brand Territory,Brand Values or Brand Positioning.An inspirational,crisp and memorable idea that captures what you want your brand to stand for in the heart and mind of your ta
22、rget consumer more than competition.*第四十一页，共79页。Overall Equity第四十二页，共79页。Overall Equity“Fun Family Entertainment”“Ultimate Driving Experience”第四十三页，共79页。WHATPower QuestionIs your brands Overall Equity Statementinspirational,crisp and memorable?第四十四页，共79页。2.Strategic Equity Definition Building blocks
23、 toward the overall equity statement and which you want your Brand to stand for over time.第四十五页，共79页。Strategic Equities INCLUDEBenefits(functional,experiential,relationship,emotional)Reasons To Believe第四十六页，共79页。3.Brand CharacterAlso drives preference Plays important role in creating emotional conne
24、ction.Avoid long,complex character statements.The unique long-term personality,image or attitude of the Brand 第四十七页，共79页。Brand Character第四十八页，共79页。Brand Character“Clever,light hearted,irresistible”第四十九页，共79页。Youthful in spirit,upbeat,and uninhibited.Unabashedly optimistic.Straight shooter,savvy,spon
25、taneously fun.Brand Character第五十页，共79页。WHATPower QuestionIs my Brand Character distinctive in its category,choiceful and inspirational?第五十一页，共79页。ApplicationIs your overall equity statement,inspirational,memorable and crisp?Does it uniquely speak to the targets DCE?Is it distinctive?第五十二页，共79页。4.Exe
26、cutional PropertiesMarketing elements with long-term stature,in market pedigree and strong consumer identification with the Brand.(an icon,a selling line,imagery,music)Examples?第五十三页，共79页。第五十四页，共79页。5.Visual identityThe distinctive and consistent visual expression of the Brand by which consumer inst
27、antly recognizes and connects to the Brand.第五十五页，共79页。SANO EXAMPLE(Equity Statement)第五十六页，共79页。Making Equity DecisionsA deep,first-hand understanding of the target,the brand,the competitionUsing the available tools(BEM,Equity strengths analysis,perceptual maps,Need/Gap analysis)The right balance bet
28、ween common global equities and regional/local differences if need be第五十七页，共79页。Global vs.Local ConsiderationsAdvantages of Common Global:Economies of scale,access to best resources,media spillover,simplicityHowever,common isnt always best:ilocal efforts less costly,global leads to lowest common den
29、ominator,iShare differences(Ford)iBrand Equity differences(Honda)iPre-empted positions(Cadbury)iConsumer differences第五十八页，共79页。Communication StrategiesCritical bridge between Brand Equity and persuasive marketing executions.Translation of strategic Brand Equity elements into focused,precise strategi
30、es.Long-term,ensure consistent execution of Brand Equity in marketing communications.第五十九页，共79页。Communication Strategies INCLUDE Simple statement of Benefit Statement of Reason to Believe for the benefit(if Brand has one)Statement of Brand Character(a direct lift from Brand Equity)第六十页，共79页。Strategi
31、c MatrixOverall EquityBase BrandVariant 1Variant 2BenefitReason to BelieveBrand Character(This should be a direct lift from the Brand Equity document.)第六十一页，共79页。SANO EXAMPLE(Communication Strategy)第六十二页，共79页。Have I faithfully translated my Strategic Brand Equity elements into my Communication Strat
32、egies?WHATPower Question第六十三页，共79页。Brand Equity Additional ConsiderationsBeyond FunctionalityLaddering up第六十四页，共79页。Brand Equity.Beyond Functionality?3D MARKETINGFunctional Benefits-Product Performance,including value.Process/Experience BenefitsProcess/Experience Benefits-Easy access to information,
33、simplified decision making,convenient/pleasurable transactions,etc.Relationship Benefits-Benefits which accrue to consumers as a result of ongoing two-way interaction/dialogue with a Brand.第六十五页，共79页。Beyond Functionality第六十六页，共79页。P Copy第六十七页，共79页。Saturn Copy第六十八页，共79页。Laddering Up to Emotional Bene
34、fits Explore how functional,experience,and relationship benefits ladder up to emotional benefits so your Brand can fulfill a broader role in your targets life.第六十九页，共79页。Emotional Benefits第七十页，共79页。Hallmark第七十一页，共79页。BMW第七十二页，共79页。Kodak第七十三页，共79页。ApplicationShould your chosen equities go beyond func
35、tionality to include experience,relationship and/or emotional dimensions?第七十四页，共79页。Evoking Evoking Memories Memories Fuels Fuels GrowthGrowthA Broader Role in the Targets Life第七十五页，共79页。Glade第七十六页，共79页。WHAT Action StepsBrand Equity“Audit”-right choices?-expressed well?StrongEnsure Translation to al
36、l Communication StrategiesNeeds ImprovementRework Equity第七十七页，共79页。Your GM has asked you about your insights on brand equity and ideas for your brand.What insights would you share?Application第七十八页，共79页。Additional Tools/Resources on mNetiMaking Equity Decisions (Tools/Approaches)iTemplates(Brand Equity and Communication Strategy)iGuidelines for Brand Equity AuditsiExamples/Case StudiesiFrequently Asked Questions第七十九页，共79页。