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1、THE P&G MARKETING FRAMEWORKLisa HillenbrandLeonora PolonskyMarketing Knowledge&InnovationAgendan nFramework OverviewWHO:Targeting&Prime ProspectingWHAT:Creating strong Equities and Communication StrategiesHOW:Developing winning Value Propositions and Marketing Plansn nAction stepsWorkshop PurposePro
2、vide 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,regionally,and local
3、ly.Give all P&G marketers a strong foundation in each of the range of marketing areas you will likely work on during career.3 Questions At The Cornerstone Of The FrameworkHOWWHAT-Target-Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOAssessing the landscapeNic
4、orette Case StudyNicoderm CQIt 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 questionsstrategic questionsIT IS NOTa black box to solve
5、 marketing problems,a formulaic answer,the latest trend report on breakthrough new marketing tools and flavor of the monthDevelopment ApproachMarketing Knowledge&InnovationA User Council MDs of all GBUs/MDOsAgency RepsFocus groups and 1:1 with BMs/ABMsPRIDE leadership input Support from GBU heads/Pr
6、esidentsSleep Loss QuestionsWhat about your Marketing Strategy and Plan is keeping you up at night?HOWWHAT-target-prime prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOP&G MARKETING FRAMEWORK-Target-Prime ProspectsAssessing the landscapeAssessing the landscapeP&G MA
7、RKETING FRAMEWORKHOWWHAT-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHO-target-prime prospectsWHO are your target consumers?WHO are your prime prospects within the target?Strategic Target DefinitionConsumers who share common needs/preferences(DCE)that our brands are uniquel
8、y positioned to meetDelivers sufficient NOS/profit to meet business objectives(A.K.A.Primary Target,Overall Target)Other Target DefinitionsPrime Prospect:Subset within target with highest growth potential(e.g.POME)Secondary Target(optional):Consumers outside strategic target but represent significan
9、t opportunity(e.g.Vicks&Seniors)Shadow Target:Consumers outside target who buy brand(e.g.women for Marlboro)Why is Targeting so Important Today?Business concentrated and technology improves ability to target 80%of Tide sales from 18%of HHIncreased fragmentation of consumer needsWhy is Targeting so I
10、mportant Today(cont)?MDO scale opportunities Heightened need to increase return on MSA Target CriteriaRight to win?Clear and specific?Identifiable,reachable,and measurable?Deliver business objectives?ApplicationRight to WinClear and SpecificDelivers ObjectivesIdentifiable and ReachableHow does your
11、current target measure up vs.criteria?BayerIamsOpportunities to Increase NOS/Profit Among YourTargetPrice/Value ReframingJust One More(Expanding Usage)“I dont know the key to success,but the key to failure is trying to please everybody.”Bill CosbyWord Of WisdomContradictory Word Of WisdomA good targ
12、et does NOT necessarily mean a narrow target!Can narrowing or broadening your target deliver stronger results?WHOPower QuestionSome Leads For Strengthening Target Definition:Combining data across different variables:geographic,demographic,psychographic,behavioral/need based=End up with a targets def
13、inition that is both MEANINGFUL and ACTIONABLE.Leveraging state-of-art consumer understanding techniques storytelling,home visits,bootcamps,day-in-the lifeUnderstanding the targets DCE beyond functionality experience,process,relationshipApplicationIs your brand uniquely qualified to deliver your tar
14、gets DCE(Desired Consumer Experience)?Consider fit between target and equity/value propositionPrime Prospects DefinitionSubsets within the target with highest growth potential.Prime Prospects Can Be.Entry Point ConsumersHeavy Category UsersTop ProspectEarly Adopters/Chat LeadersWho Are Some Prime Pr
15、ospects Within Your Target?ApplicationEntry Point ConsumersHeavy Category UserTop ProspectsEarly Adopters/Chat LeaderWHOPower QuestionAre you reaching and converting your Prime Prospects?AT&TMolsonWHO Action StepsEvaluate Strategic TargetStrongFocus on Prime ProspectsNeeds ImprovementRework TargetAd
16、ditional Tools/Resources on mNetiEvaluating Strategic TargetiIdentifying SegmentsiConfirming Business PotentialiChoosing Prime ProspectsiCase StudiesP&G MARKETING FRAMEWORKHOWWHAT-Target-Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOAssessing the landscapeAs
17、sessing 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?Brand Equity should NOT be changed lightly or frequentlyIf
18、change,provide link back to Brands historyBrand 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.5 Key ElementsStrategic 1.Overall Equity 2.Strategic Equities(mainly benefits,can be RTB)3.B
19、rand CharacterExecutional 4.Executional Properties 5.Visual IdentityProvides Focus and Inspiration for all P&G Functions and AgenciesEQUITYFor Marketing,Equity Decisions Provide Direction for all CommunicationsPRIn-Store MarketingTVProductPackagingEQUITYWebsite1.Overall Equity*Some agencies call thi
20、s 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 target consumer more than competition.*Overall EquityOverall Equity“Fun Family Entertainment”“Ultimate Driving
21、 Experience”WHATPower QuestionIs your brands Overall Equity Statementinspirational,crisp and memorable?2.Strategic Equity Definition Building blocks toward the overall equity statement and which you want your Brand to stand for over time.Strategic Equities INCLUDEBenefits(functional,experiential,rel
22、ationship,emotional)Reasons To Believe3.Brand CharacterAlso drives preference Plays important role in creating emotional connection.Avoid long,complex character statements.The unique long-term personality,image or attitude of the Brand Brand CharacterBrand Character“Clever,light hearted,irresistible
23、”Youthful in spirit,upbeat,and uninhibited.Unabashedly optimistic.Straight shooter,savvy,spontaneously fun.Brand CharacterWHATPower QuestionIs my Brand Character distinctive in its category,choiceful and inspirational?ApplicationIs your overall equity statement,inspirational,memorable and crisp?Does
24、 it uniquely speak to the targets DCE?Is it distinctive?4.Executional PropertiesMarketing elements with long-term stature,in market pedigree and strong consumer identification with the Brand.(an icon,a selling line,imagery,music)Examples?5.Visual identityThe distinctive and consistent visual express
25、ion of the Brand by which consumer instantly recognizes and connects to the Brand.SANO EXAMPLE(Equity Statement)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
26、right balance between common global equities and regional/local differences if need beGlobal 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 comm
27、on denominator,iShare differences(Ford)iBrand Equity differences(Honda)iPre-empted positions(Cadbury)iConsumer differencesCommunication StrategiesCritical bridge between Brand Equity and persuasive marketing executions.Translation of strategic Brand Equity elements into focused,precise strategies.Lo
28、ng-term,ensure consistent execution of Brand Equity in marketing communications.Communication Strategies INCLUDEiiSimple statement of BenefitiiStatement of Reason to Believe for the benefit(if Brand has one)iiStatement of Brand Character(a direct lift from Brand Equity)Strategic MatrixOverall Equity
29、Base BrandVariant 1Variant 2BenefitReason to BelieveBrand Character(This should be a direct lift from the Brand Equity document.)SANO EXAMPLE(Communication Strategy)Have I faithfully translated my Strategic Brand Equity elements into my Communication Strategies?WHATPower QuestionBrand Equity Additio
30、nal ConsiderationsBeyond FunctionalityLaddering upBrand Equity.Beyond Functionality?3D MARKETINGFunctional BenefitsFunctional Benefits-Product Performance,Product Performance,including value.including value.Process/Experience BenefitsProcess/Experience Benefits-Easy access Easy access to information
31、,simplified decision making,to information,simplified decision making,convenient/pleasurable transactions,etc.convenient/pleasurable transactions,etc.Relationship BenefitsRelationship Benefits-Benefits which accrue Benefits which accrue to consumers as a result of ongoing two-way to consumers as a r
32、esult of ongoing two-way interaction/dialogue with a Brand.interaction/dialogue with a Brand.Beyond FunctionalityP CopySaturn CopyLaddering Up to Emotional Benefits Explore how functional,experience,and relationship benefits ladder up to emotional benefits so your Brand can fulfill a broader role in
33、 your targets life.Emotional BenefitsHallmarkBMWKodakApplicationShould your chosen equities go beyond functionality to include experience,relationship and/or emotional dimensions?Evoking Evoking Memories Memories Fuels Fuels GrowthGrowthA Broader Role in the Targets LifeGladeWHAT Action StepsBrand E
34、quity“Audit”-right choices?-expressed well?StrongEnsure Translation to all Communication StrategiesNeeds ImprovementRework EquityYour GM has asked you about your insights on brand equity and ideas for your brand.What insights would you share?ApplicationAdditional Tools/Resources on mNetiMaking Equity Decisions (Tools/Approaches)iTemplates(Brand Equity and Communication Strategy)iGuidelines for Brand Equity AuditsiExamples/Case StudiesiFrequently Asked Questions