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3、已停机，缘分不在服务区。9/4/2022 9:58 AM9/4/2022 9:58 AM9月-229月-22传播渠道计划(PPT 51页)Communication Channel PlanningCommunication Channel PlanningReviewReviewHanoi,September 2000Hanoi,September 2000CCP is part of ABC OK?CCP is part of ABC OK?What we are going to cover today Review of key components of CCP processRev
4、iew of key components of CCP process Practical issues relating to CCPPractical issues relating to CCPABC MissionTo Stimulate the Growth To Stimulate the Growth of Unilever Brandsof Unilever Brands1.Inputs2.Communications plan3.Creative developmentABCThe BrandKey5.Values&Personality6.Reasons to Belie
5、ve4.Benefits7.Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetCCP AmbitionTo Develop Competitive Edge in To Develop Competitive Edge in the Way we Manage the Way we Manage Communication ChannelsCommunication ChannelsExperience to Date ABC meant to bringABC meant to bringVital discipli
6、neVital disciplineStep change in thinking-investment not costStep change in thinking-investment not cost4 Billion US Dollars4 Billion US DollarsUnilever want a better return on that investmentUnilever want a better return on that investmentCommunication Channel Planning Final piece in the jigsaw of
7、the ABC launchFinal piece in the jigsaw of the ABC launch Directly aligned with key strategic thrustsDirectly aligned with key strategic thrustsBrand focusBrand focusReconnect with the consumerReconnect with the consumerSimplificationSimplificationCreative AgenciesCreative AgenciesMedia AgenciesMedi
8、a AgenciesUNILEVERSenior MarketersMedia ManagersCCP-The Core TeamHow CCP fits in-the old approachDraft Marketing Plan-budget forecasts-long term planningFinal Marketing PlanMedia BriefingCreative DevelopmentDraft Media PlanFinal Media PlanAgencyInvolvementHow CCP fits in-with CCP enlightenmentDraft
9、Marketing Plan-budget forecasts-long term planningFinal Marketing PlanDraft Communication Channel PlanCreative DevelopmentFinal Communication PlanAgencyInvolvementCCP Business Benefits Ties investment to specific business objectivesTies investment to specific business objectives Forces difficult dec
10、isions on prioritiesForces difficult decisions on priorities Produces integrated brand planProduces integrated brand plan Framework for evaluationFramework for evaluationCCP:All of the people all of the time1998:%Producing/Receiving Communication Plan for all brands1998:%Producing/Receiving Communic
11、ation Plan for all brandsUnilever 70Unilever 70Agency 33Agency 332001:%Brands for which Communication Plans are mandatoryUnilever 100 Agency 100This is not Rocket Science!InstrumentalInstrumentaltotoSuccessSuccess 1234For each step DeliverableSteps Inputs Identify Potential Activities Prepare Budget
12、 Outline Prioritised Activities,Budget Recommendations and Timings Phase 1:Agree Brand Activities&Priorities Benefit Greater Brand FocusFirst PrinciplePlanned activities must be consistent with brand strategy and business objectivesSecond PrincipleBudget must be sufficient to support brand marketing
13、 activitiesPrepare Preliminary Brand BudgetsTop Down(Strategic)Bottom Up(Activities)Bottom Up(Activities)Preliminary Brand BudgetPreliminary Brand BudgetSoftware developedAIM(Advertising Investment Measure)Top DownBottom UpSoftware developedMAC(Marketing Activity Costing)Agreed Brand BudgetActivity
14、BudgetPreliminary Brand BudgetCompare Brand and Activity Budgets and ReconcileCompare Brand and Activity Budgets and ReconcileReconcileRevise brand budget or activitiesCalculate Gross BudgetsAgreed Brand Budget(Traditional Channels)ProductionCostsAgency FeesNon-traditionalChannelsGross Brand Budget
15、Phase 2:Select Communication Channels Evaluate and Select ChannelsRecommended Channel SelectionBy ActivitySpecify Target AudienceFor each activity:Set Measurable Marketing ObjectivesTranslate into MeasurableCommunication Objectives(i)Targeting-PrincipleAll Consumers are not equalAll Consumers are no
16、t equalReaching the right ones will make our investment more effectiveAvoid attacking our own brandsTargeting is increasingly possiblePersilPersilComfortComfortSurfSurfDomestosDomestosJifJifHouseholdsHouseholdsBrand RevenueBrand Revenue21%21%75%75%31%31%78%78%4%4%47%47%19%19%62%62%12%12%49%49%A Few Make the DifferenceLevers Core ConsumersPeopleProfit 70%45%-15%19%66%15%Sales 52%48%HeavyLightNonUnderstand the Target better Go beyond demographicsGo beyond demographicsConsumer PanelConsumer PanelBr
