The Marketing Planning Process BOT Prestigious Conference Hall 29 th June 2012

Role of Marketing Develop products Create motivations Image/Status Reassurance Develop Communication Messages Essence of your brand Functional and Emotional benefits Manage Marketing Tools Advertising Sponsorships and Events Distribution infrastructure PR Packaging Promotions

Key considerations Changes in consumer behaviour Number of players Key Competitor activities Inflation pressure and its effect on purchasing power Consumers knowledge Increased pressure in the share of pocket

Implications Create motivations Consumers shift to value and cheaper offerings Consumers multiple usage of brands Different occasions provide new offerings Message Communicate powerfully your Key Brand Benefit Realistic consumer Insights Focus on touch points beyond advertising Media Audience profiles Connection moments Decision corridors Regulatory environment Return on investment

Challenges Lack of consumer understanding Advertising Relevancy Media usage and wastage Execution at the point of consumption “Me too” scenario Marketing being seen as a spending department Marketing budget ROI

Marketing Planning Phillip Kotler and Kelvin Lane Keller in the Marketing Management 12e, define “Marketing Planning as the process consisting analysing Marketing Opportunities; selecting target market; designing marketing strategies; developing marketing programs and managing marketing efforts”

Marketing Planning Process Marketing Planning is about Brand Marketing Brand Marketing is all about Creation of Brand Equity Brand Equity = Marketing Planning Process

Brand Equity Process Consumer understanding Tracker studies Consumer segmentation Consumer motivation Brand Essence and Positioning Brand Essence Key consumer take out Brand Personality Consumer driven strategy Business objectives Consumer goals Activity selection Growth drivers Brilliant in Execution ATL BTL Events and PR Experiential activities

Winning in a competitive world Great Brands win Consumers minds and aspirations Focus on Brand Equity(Marketers and Non-Marketers) Deeper understanding of your consumers and Competitors Create relevant Brand Image: Brand Essence, Positioning, Personality Top Brand awareness: Spontaneous, First mention Brilliant Execution Win Consumer preference: Loyalty and Commitment

Planning tool – My tool Consumers Competitors Image Awareness Execution C, C, I, A, E

4 Pillars of Success in Marketing Successful companies put consumers at the heart of the planning process Marketing Managers need to be true CEOs of their brands Manage brand COGS and periodic Brand P&L Excellency in Execution will lead from good to great results. Localization of brand activities is a key driver of brand association and hence unlock brand growth