[精選]傳播渠道計劃(1).pptx

[精選]傳播渠道計劃(1).pptx

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時間：2021-05-11

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1、CommunicationChannelPlanning ReviewHanoi,September2000CCPispartofABCOK?WhatwearegoingtocovertodayReviewofkeycomponentsofCCPprocessPracticalissuesrelatingtoCCPABCMissionToStimulatetheGrowthofUnileverBrands1.Inputs2.Communicationsplan3.CreativedevelopmentABCTheBrandKey5.Values&Personality

2、6.ReasonstoBelieve4.Benefits7.Discriminator8.Essence3.Insight1.CompetitiveEnvironment2.TargetCCPAmbitionToDevelopCompetitiveEdgeintheWayweManageCommunicationChannelsExperiencetoDateABCmeanttobringVitaldisciplineStepchangeinthinking-investmentnotcost4BillionUSDollarsUnileverwantabetterret

3、urnonthatinvestmentCommunicationChannelPlanningFinalpieceinthejigsawoftheABClaunchDirectlyalignedwithkeystrategicthrustsBrandfocusReconnectwiththeconsumerSimplificationCreativeAgenciesMediaAgenciesUNILEVERSeniorMarketersMediaManagersCCP-TheCoreTeamHowCCPfitsin-theoldapproachDraftMarketin

4、gPlan-budgetforecasts-longtermplanningFinalMarketingPlanMediaBriefingCreativeDevelopmentDraftMediaPlanFinalMediaPlanAgencyInvolvementHowCCPfitsin-withCCPenlightenmentDraftMarketingPlan-budgetforecasts-longtermplanningFinalMarketingPlanDraftCommunicationChannelPlanCreativeDevelopmentFinal

5、CommunicationPlanAgencyInvolvementCCPBusinessBenefitsTiesinvestmenttospecificbusinessobjectivesForcesdifficultdecisionsonprioritiesProducesintegratedbrandplanFrameworkforevaluationCCP:Allofthepeopleallofthetime1998:%Producing/ReceivingCommunicationPlanforallbrandsUnilever70Agency332001:%

6、BrandsforwhichCommunicationPlansaremandatoryUnilever100Agency100ThisisnotRocketScience!Instrumental to Success1234ForeachstepDeliverableStepsInputsIdentifyPotentialActivitiesPrepareBudgetOutlinePrioritisedActivities,BudgetRecommendationsandTimingsPhase1:AgreeBrandActivities&PrioritiesBen

7、efitGreaterBrandFocusFirstPrinciplePlannedactivitiesmustbeconsistentwithbrandstrategyandbusinessobjectivesSecondPrincipleBudgetmustbesufficienttosupportbrandmarketingactivitiesPreparePreliminaryBrandBudgetsTopDown(Strategic)BottomUp(Activities)PreliminaryBrandBudgetPrelim

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