Procter & Gamble Luiss 24 marzo 2016

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And After Y1?

Plan at least with 3Ys horizon

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YOUR PROJECT

Design Y2 plan for Lenor in Italy to reach market leadership

• Consumer target to focus

• Marketing and in-store plan to reach them (% by activity)

• Channel/store priorities to win with shoppers

• identify value for consumer and value for trade

Create a presentation for your top management to obtain their

approval to go ahead . It should be no longer than 10 slides

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EVALUATION CRITERIA

General Criteria to evaluate business case:

• Analysis

• Coherence of all parts in the business case

• Strategic approach

• Presentation skills and Originality

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PHASE 1

1. Which target do you want to focus on?

2. What would be the ultimate benefit that your target looks for in

a fabric enhancer?

3. What is the consumer insight?

1 CONSUMER TARGET

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= a group of potential consumers for the category for whom category benefits are unique and relevant

Fabric Care

Softeners

Category

Benefits

THEORY: STRATEGIC TARGET

THEORY 1

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THEORY 1

HOW DO I DESCRIBE MY STRATEGIC TARGET?

• SOCIO-DEMO = i.e. age, sex, occupation, income…

• HABITS AND PRACTICES = how, when, how often, why, in which occasions, etc.

consumers use the product

• UNMET NEEDS AND DELIGHTERS = What are the needs that the existing

products do not satisfy? And what are the elements that would convince and please

him/her?

• RECEPTIVITY = occasions, places and media channels where he/she is more open to

receive the message

• INFLUENCERS = what are the external elements (people, organization, trends) that

influence his/her choices?

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Characteristics of the product that are unique and relevant for your target

Fabric Care

Softeners

Category

Benefits

THEORY: CATEGORY BENEFIT

THEORY 1

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A HEART AND MIND OPENING UNDERSTANDING It is a typically, universal truth that is yet to be expressed, or need to be expressed in a new way. WHICH REVEALS A TRUTH, A MOTIVATION, A TENSION It turns a truth, that could be obvious, into something fresh, surprising or unexpected – so that it feels like a revelation

SOMETHING THAT YOU KNOW WHEN YOU SEE/HEART IT

THEORY: CONSUMER INSIGHT

THEORY 1

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• Select a target and describe it in a human way clarifying who they are, how is their life, what they like doing in the free time, which are their dreams and delighters, which are their influencers and role models.

• Identify what your target thinks about fabric enhancers and what category benefits are relevant for your target

DEFINE YOUR TARGET AND KEY INSIGHTS!

EXERCISE 1

TIPS Ask your friends

Go to stores and ask people

Run some formal interviews

Use photos to express better your concept

ALWAYS ASK YOURSELF WHY WHY WHY

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PHASE 2

1. What communication idea will convince my target to buy and

consume Lenor?

2. What is the best way to reach my target?

3. What is the best marketing plan to win with consumers?

2 MARKETING PLAN

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THEORY 2

COMMUNICATION IDEA

Insight

Benefit

Reason to Belive

Universal truth about my target that is mind-opening

What is the benefit more relevant for my Target

Why should the consumer belive that the brand

will deliver what it promises

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THEORY 2

xxxx

MARKETING PLAN

M1 M2 M3 M4 M5 ...

TV

Digital

Print

Radio

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EXERCISE 2

1. Identify and describe a BIG Communication Idea to convince

your target to buy/try/re-purchase Lenor

2. Design the Ideal Marketing plan for Y2 of the campaign

splitting across most relevant touchpoints for your target (TV,

Digital, Radio, Print). Budget available 4€MM

2 MARKETING PLAN

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PHASE 3

1. How do I stand out and communicate at FMOT?

2. How do I build the best in-store plan to generate incremental

revenues?

3 IN-STORE

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THEORY 3

1. Display

2. Shelf trays and claims

3. Totem

4. Arch

5. Flags

6. Wobbler

IN-STORE POS MATERIALS MENU

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EXERCISE 3

1. Define the best in-store plan to maximise revenues and make

Lenor stand out in-store. Budget available 150M€ - BE

CREATIVE AND ORIGINAL!

Available data are the following:

• Stores # : 11 Hyper ; 66 Super

• MAX tools use for store: 6 in Hyper ; 3 in Super

3 IN-STORE

DISPLAY

SHELF TRAY

TOTEM

ARCH

FLAGS

WOBBLER

ROI IPER ROI SUPER COST

0.9 0.85 36 €

1.2 1.15 82 € x modulo

- - 32 €

- - 51 €

- - 5 €

- - 4 €

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EXERCISE 3

1. Table with final plan with budget allocation by tool

2. Rationale behind use of tools

3. Calculate the ROI and incremental revenues behind the

display plan

4. ON TOP OF THE ABOVE YOU HAVE THE POSSIBILITY TO

SUGGEST A NEW AND DISRUPTIVE IN-STORE TOOL.

Calculate the ROI and incremental revenue for the tool

explaining the rationale behind it.

3 IN-STORE

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PHASE and EXERCISE 4: THE BIG ONE!

Now it’s time to present your integrated business plan to management!

Show management how you built the proposal and coherence of the

strategic intent to grow Lenor business in Y2 and reach share

leadership! (directionally max 10 charts)

TIPS:

• successful integrated plan represents an opportunity for both the company and the customer, in

order to strengthen the partnership in a win/win direction.

• Identify for each choices/actions implemented key benefits and results expected.

• Define clearly the size of the prize for Lenor business and for Customers

• Think about the proposal like a structural summary by topic.

4 INTEGRATED BUSINESS PLAN

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THEORY 4: THE BIG ONE!

SIZE OF THE PRICE

The joint incremental revenue the plan generates to ensure the

both sides achieve the mutually agreed business benefits.

EXAMPLE:

Swiffer Semipermanent Display in multilocation in PET AISLE

creates incremental sales (for xxxM€) for the Brand and for the

customer leveraging on a high strategic target.