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Promotion Planning & Development

Training – Sample Material
Why
Why do
do we
we have
have aa Promotion
Promotion Planning
Planning process?
process?
Promotion Planning is important because:
• Promotion planning can immediately impact sales

• We need a standardized process to ensure confidence in the outcome.

• Promotions have a big effect on brand quality

We want functional excellence in all of our marketing:
Strong analytic and strategic/promotion planning skills
Successful and repeatable processes
Solid resources…no matter:
Where you are in the world
What brand you are promoting
We need a process that will help you:
Spend more time on strategy:
Develop successful promotions that achieve the brand goals
Meet your local market initiatives
Easily access world-class tips and tools 2
Why
Why do
do we
we have
have aa Promotion
Promotion Planning
Planning process?
process?
The Promotion Planning process is:
A best-practice framework for:
Identifying, planning, implementing and analyzing promotions
Setting objectives before choosing specific promotions
Using best-practice tips and tools to enhance effectiveness
Addressing local conditions and needs

A process that integrates with the Brand Planning process by:

Aligning with the brand equity goals
Clearly linking Promotion Planning to overall Brand Planning
Providing easy-to-use yet powerful promotion analytics

It is also flexible enough to

unleash the creativity of
Marketers and Key Account Managers
in developing winning promotions.
3
What is the Promotion Planning Process?

Promotion Planning Process

Promotion These six core steps are linked

Situation
in an end-to-end process
Assessments
Promotion For each planning year,
Strategy the six core steps guide you
Promotion through outlining a Promotion
Objectives Strategy, setting Promotion
Objectives, and formulating a
Promotion Plan Promotion Plan
Formulation
You then evaluate specific
Promotion
Execution promotions results against
Promotion Objectives/targeted
Promotion metrics
Analysis
and Learning 4
What is the Promotion Planning Process?

Situation assessments

Promotion In the first step, you look at:

Situation
Assessments  Key promotional and other
Promotion facts/trends in the market and try to
Strategy project them into the future

Promotion  The promotional record from the

Objectives previous year - a Promotion History

Promotion Plan You want to find:

Formulation
 How to exploit the changes in the
Promotion promotional environment
Execution
and
Promotion
Analysis  How to fill any knowledge or
capability gaps
and Learning 5
What is the Promotion Planning Process?

Strategy

Promotion In the second step, you determine:

Situation
Assessments  How the promotion fits into the
Promotion overall integrated marketing
Strategy strategy (advertising and PR)
Promotion  How well the promotions are
Objectives linked to marketing objectives for
Promotion Plan
the brand
Formulation
The Promotion Strategy defines the
Promotion role that promotions play in
Execution achieving the brand’s overall
Promotion marketing objectives
Analysis
and Learning 6
What is the Promotion Planning Process?

Objectives

Promotion In the third step, you identify:

Situation
Assessments  What you want to achieve
Promotion from the promotional activities
Strategy on the brand
Promotion
Objectives
 How the promotions will align
with and reinforce the stated
Promotion Plan brand equity goals
Formulation  What the objectives are for all
Promotion the promotional activities
Execution
Promotion
Analysis
and Learning 7
What is the Promotion Planning Process?

Plan Formulation

Promotion In the fourth step, you:

Situation
Assessments  Identify the specific promotions
Promotion that address the outlined
Strategy objectives, including targeted
Promotion metrics
Objectives
 Collate the selected promotions
Promotion Plan into a Promotion Calendar
Formulation

Promotion
Execution
Promotion
Analysis
and Learning 8
What is the Promotion Planning Process?

Execution, analysis and learning

Promotion In the fifth and sixth steps, you:

Situation
Assessments  Have the selected promotions
Promotion designed and executed in the
Strategy market
Promotion
Objectives
 Evaluate the promotions
against the targeted metrics
Promotion Plan set in the Promotion Plan, and
Formulation share the learnings

Promotion  Cycle the learnings back to

Execution the planning process for the
Promotion next period
Analysis
and Learning 9