Marketing Planning

Training – Sample Material

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Why is Annual Planning Important?
The Annual Planning provides
A framework for linking strategy to execution
A roadmap to a brand’s financial goals
A plan for how the brand will use marketing drivers
to attain its desired objectives
An opportunity to capitalize on opportunities and
craft competitive responses
A forum for integrating the marketing functions and
geographical markets into coordinated elements of
a plan

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Annual Brand Plans are Linked to Strategy
The Annual Brand plan
Translates the brand’s long-term equity building
strategy into a set of initiatives for the year
Meets its immediate financial targets Brand
Vision

AP)
n (LE
Pl a
ti on
cia
Ap pre Year 5
i ty
rm Eq u Year 4
-te
L ong Year 3
Year 2
Year 1
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What is the Role of Brand Equity?
The Annual Brand plan: Is a 1 year snapshot
of the 5-year LEAP
The test for each initiative is
Is it a deposit in the brand equity bank
or is it a withdrawal?

Year 5
Year 4 AP)
g (LE
Year 3 nn i n
Pl a
u i ty
Year 2 Eq
te rm
g -
Year 1 Lon
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An Effective Annual Brand Plan Can
Balance growing brand equity Financial
LEAP
with delivering financial targets Targets
Focus on improving the
performance of the brand’s key
equity drivers
Build strong brand equity that
can power: growth-based
Annual Planning initiatives and
scaled back marketing spends
Address any weakness in Annual Planning
brand equity Development

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Who is Involved in the Annual Planning Process?
Annual Brand Planning is driven by: The brand team
With active participation from
Marketing functions:
(e.g. advertising, promotion, packaging, etc.)
Related functions:
(e.g. sales, finance, product development, etc.)
Global brand team
Regional HQs marketing teams
Country-level marketing teams
With the oversight and approval of senior management

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6
Annual Planning Development Phases
Brand team leads and marketing functions contribute

Goals,
Integrated Integrated
Situation Initiatives Annual
Marketing Functional
Assessment and Plan
Strategy Plan
Objectives

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Annual Planning Development Phases
Brand team tracks the progress

Integrated Tracking at
Annual
Functional Quarterly
Plan
Plan Meetings

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