STRATEGIC PLANNING

FOR EFFECTIVE BRAND COMMUNICATION

CHAPTER I
INTRODUCTORY TO STRATEGIC PLANNING

What Is Strategic Planning?

A strategy is an overall approach and plan. So Strategic Planning is the overall planning that facilitates
the good management of a process.

It gives you clarity about what you actually want to achieve and how to go about achieving it.

Strategic Planning is visionary, conceptual and directional.

Strategic Planning for a marketing communication provides a platform for communication direction. It
sets a strategy on what you want to communicate it and to whom.

Strategic Planning for marketing communication is a comprehensive effort. It plays a vital role in
developing accurate brand messaging and provides a forum for consistently delivering those messages
to market place.

What Is Strategic Planning?

Strategic Planning enables you to answer the following questions:

What is it?

What problem are we addressing?

What difference do we want to make?

Which critical issues must we respond to?

What should our priorities be?

What Is Strategic Planning?

Once those questions are answered, it enables you to answer the following:

What should be the objective?

What should we do to achieve the objective?

What shall we communicate?

To whom shall we communicate it to?

How should we communicate?

Lack of planning may result in...

Confusing Ad?

Too many messages?

Cant relate?

Boring?

Not involving?

Predictable

If it doesnt touch your nerves, it aint a great communication idea!

Because, great communication idea needs to connect to its consumers

Barriers in Strategic Planning

Shortage of time

Lack of involvement in strategic planning

Lack of business understanding and knowledge in an increasingly complex situation

Avoidance of risk taking

Habit of holding the old way

CHAPTER II
STRATEGIC PLANNING PROCESS - PART I

How communication works?

The Conversation Analogy

Ad/PR/Event is a
form of
conversation
between Brand
and Consumers

The Challenge is
to make the
conversation
Work!

Role of Strategic Planning

Strategic Planning process helps to create the

right conversation with the right people
in the right context.

Strategic Planning process helps you understand

the relationship between the brand and
the consumers and the context of which
they relate with each other.

Strategic Planning Process

Scan The Environment: Market, Consumer, Competition
Asses Current State of The Brand
Identify Critical Issues
Set Desired Future State:
Target Source of Business,
Communication Objective
Gap Analysis
Explore Consumer Insights
Strategy Development:
Brand Idea,
Ad Proposition
Creative
Idea

Strategic Planning Process.

Scan The Environment:

Analyze The Market

The Market: Describe market situation where conversation must take place, identifies clients position in the
market as it currently exists, explores market trends and product consumption.

Market Size: Is the market growing/declining/stagnating? Why?

Market Share: What is your share in the market? Compare to market size? Growth of your market
share? Share trends?

Market Trends: What sort of trends are happening in the market place?

Market Segment: Is the market segmented? How is it segmented? In which segment are you competing
in?

Strategic Planning Process.

Scan The Environment:

Analyze Your Consumers

The Consumers: Describe the type of consumers of which the brand will have conversation with. Provide
analysis of each of the potential target markets, regarding their use of the product and the factors affecting
their buying process. This information is gathered using a variety of research tactics and observations to
gather facts about buying process.

Demographic: Gender, Age, Race, Professions, SES Level, Education.

Geographic: National vs Regional vs Local.

Psychographic: habits, attitudes, likes and dislikes, what do they believe in, aspirations.

Behavioristic: how do they behave, how do they buy the product, how do they use the product, what do
they feel about the product.

Drivers and barriers towards the category and the brand.

Strategic Planning Process.

Scan The Environment:

Analyze Your Competition

The Competition: Describe the competitive situation in which the brand competes, identify key players and
defines their positions, strategies and initiatives.

Who are they?

What are their share in the market? What did they do significantly different in gaining their share?

What are they claiming? What are their competitive advantage? Is the message any different? How
different can we be?

Map out the claim

Strategic Planning Process.

Asses Current State of

Your Brand:
The Brand: Describe attitudes of the brand that will influence the conversation

Product attributes: What do we have and offer to consumers? What are the benefits?

Positioning: How is the brand different from others? Does the brand stand out?

Values: What values does the brand stand for?

Drivers to the brand: What drives consumers to our brand?

Barriers to the brand: What stops consumers in using/buying the brand?

Price: Hows our price compare to competition?

Strategic Planning Process.

Identify Critical Issues:

Identify critical issues that the brand need to tackle and describe the motives behind the conversation

Is there a wrong perception towards the product?

Do we need to enhance or shift consumers mindset towards the product?

Are there consumers need that are unmeet? Or, do we need to raise and create the need?

Is the brand losing its customers?

Is the product benefit understood?

Strategic Planning Process.

Identify Source of Business:

SOB: Identify who the brand will likely get the share from. Key target shall be identified given the
competitive situation, growth potential and product offering of the client. This target SOB will provide the
best opportunity to develop strong brand awareness and will maximize the potential for both market share
and revenue growth.

Currents users of the brand

Other brand users

Lapsed users: Those who have used the brand but stopped

Non users of category

CHAPTER III
STRATEGIC PLANNING PROCESS - PART II
SETTING COMMUNICATION OBJECTIVE AND THE BRAND STAGES

Strategic Planning Process.

The Basic Objective of Communication:

Marketing Communication sole purpose is to affect consumer in one way or another, so when
the time comes to make a brand choice, they choose the brand over the others.

Communication Objective shall be clear, precise, hitting straight at the issue or the cause,
and at the same time stimulating and aspiring creative so any communication materials
executed prepares the target consumer for that moment of choice.

It all starts from a clear Communication Objective.

Strategic Planning Process.

The Basic Objective of Communication.

Bad Examples:

To tell people about the new packaging of Cooking Powder.

To give awareness about new Motorcycle stripping.

To make people understand about The Brand.

To introduce consumer a new program by Brand.

To maximize selling of a Brand.

To raise market sharing of a Brand.

Strategic Planning Process.

The Basic Objective of Communication.

Good Examples:

To raise curiosity about Smart Phone Technology.

Positioning Apple as leading Technology Brand with innovation.

Switch the mindset of Light Snack consumers.

Build consumers habit of using a Motorcycle.

To alert consumers about the danger of a disease.

To provoke consumers to change Cigarettes Brand to Sampoerna Mild.

To dramatize Brand, like you cannot live without it.

Strategic Planning Process.

Stages of The Brand:

Brand Stages: Stages in which person-to-brand relationship develop. There are 5 distinctive stages.

No Brand Experience

Trial Purchase

Brand in Repertoire/Brand in Consideration

Most Purchased Brand

Only Brand Purchased

Strategic Planning Process.

Stages of The Brand:

Stage 1 - No Brand Experience

Brand characteristics:

No awareness/brand unknown.

Low familiarity towards the brand.

Weak brand associations.

Low understanding in brand benefits/product knowledge

Brand not yet relevant.

Eg: New brands/New product category.

Strategic Planning Process.

Stages of The Brand:

Stage 1 - No Brand Experience

What would consumers learn in the first stage:
Brand name.
Category it is in.
Whats in it for me.
It is the brand for me or not.

How would consumers react in the first stage:

Positive: Interest, acceptance
Negative: Ignore, rejection

What should be the communication objective:

Raise interest towards the brand/product
Educate brand/product benefit
Build relevance/connect with costumers interest/need

Strategic Planning Process.

Stages of The Brand:

Stage 2 - Trial Purchase
Brand characteristics:

Aided awareness.

Low acceptance in brand repertoire.

Low level of interest & relevance.

Non commitment towards the brand/no brand preference

Mild positive feelings towards the brand/understand brand promise/benefits

Eg: Newly launched brands or newly introduced product category

Strategic Planning Process.

Stages of The Brand:

Stage 2 - Trial Purchase

What would consumers learn in the second stage:

Is it the brand for me or not.
Does the brand meet my expectations.
Would I buy it again or not.

How would consumers react in the second stage:

Positive: First purchase turn into second purchase
Negative: First purchase is the end of the process

What should be the communication objective:

Induce trial/re-trial
Elevate level of interest - Make the brand desirable
Increase familiarity of the brand
Build brand associations/brand meanings

Strategic Planning Process.

Stages of The Brand:

Stage 3 - Brand in Repertoire

Brand characteristics:

Spontaneous awareness.

More elaborated brand beliefs/benefits.

Increased brand associations/meanings.

Positive value perception of the brand.

Included in consideration set.

Intensified emotional response for the brand.

Eg: Established brand/brand in growing stage.

Strategic Planning Process.

Stages of The Brand:

Stage 3 - Brand in Repertoire

What would consumers learn in the third stage:
Increased brand experience.
Evaluation of habit formation.

How would consumers react in the third stage:

Positive: Buy the brand regularly
Negative: Buy the brand occasionally, may result to switch out

What should be the communication objective:

Enhanced brand meanings/beliefs
Enhance positive attitude
Form habit towards the brand/product

Strategic Planning Process.

Stages of The Brand:

Stage 4 - Most Purchased Brand

Brand characteristics:

Top of mind awareness.

High salience of brand benefits.

Strong brand associations.

Concurrence with brand ideal.

Intense emotional response.

Brand commitment.

Eg: Leading brand.

Strategic Planning Process.

Stages of The Brand:

Stage 4 - Most Purchased Brand

What would consumers learn in the fourth stage:
Intensive brand experience.
Brand buying satisfaction.
Habit formation.
Brand name becomes generic for the category.

How would consumers react in the fourth stage:

Positive: Becomes a trusted brand which will lead into loyalty
Negative: Decrease in frequency than turn into brand shifts

What should be the communication objective:

Extend brand meanings/brand diversification
Elevate brand value
Create greater emotional bonding with consumers

Strategic Planning Process.

Stages of The Brand:

Stage 5 - Only Brand Purchased

Brand characteristics:

Only brand accepted.

High emotional attachment.

Strong brand ties.

Brand support self concept.

Eg: Brand leader.

Strategic Planning Process.

Stages of The Brand:

Stage 5 - Only Brand Purchased

What would consumers learn in the fifth stage:
Strong brand bonding - brand as a part of the consumers life.
Cant live without brand - would postpone purchase if not available.

How would consumers react in the fifth stage:

Positive: 100% (or almost 100%) brand loyal - normally occupies only 10-20% of total consumers
Negative: Sensitive to the brand changes - should the brand evolves.

What should be the communication objective:

Enhance brand experience of loyal users
Dramatize life without it
Provoke non users/switch mindset of non users

Strategic Planning Process.

Good Communication Objective

What makes communication objective compelling?

It inspire creative

Simple, not loaded with word but portray clarity of thought

Understand where the problem lies, who the ad should target to

Know exactly what is the task of advertising

Be focused! Each advertising task is different. Each demands different

communication strategy and require different focus to the briefing!

CHAPTER IV
STRATEGIC PLANNING PROCESS - PART III
IDENTIFYING CONSUMER INSIGHTS

Strategic Planning Process.

Definition of
Consumer Insights:
A simple, universal human truth that will connect your
consumers to your brand

It touches the nerve, hits the hot button, cuts through and
resonates with the people

Strategic Planning Process.

What Would Insights

Do to Your Brand?
Insights set the brand apart by focusing on a desirable difference
which forms a closer relationship with the consumers

Insights inspire great creative ideas which deeply connect with

the consumers

Insights marries the brand to the consumers

Strategic Planning Process.

What Makes
A Great Brand?
Great brands have Brand Ideas before they have creative ideas
Great Creative Ideas are based on great consumer insights
Great Consumer Insights are derived from depth understanding
on the brand, consumer and the context.

Strategic Planning Process.

What Exactly is
A Brand Idea?
A simple idea of the brand that consumers have in mind
An idea that is both motivating and differentiating for consumers

Strategic Planning Process.

Behind Great Brand,

There is Great Brand Idea.
Behind Great Creative Idea,
There is Great Consumers Insights.

Just Do It
How Low Can You Go
Pria Punya Selera
Jagonya Ayam
Lifes Good
Connecting People
Selera Indonesia
Think Different

One Heart
Setia Setiap Saat
Ga Ada Lo Ga Rame
Im Loving It
Semakin Di Depan
Diputar, Dijilat, Dicelup
etc

These Ads touch the nerves, memorable, connects with

consumers and stays in the mind of consumers.

Strategic Planning Process.

Key Elements To Make

Communication Works.
BRAND

What It Is?
What It Stands For?
Benefits,Values
Beliefs, Personality

POINT OF VIEW

A single, relevant and

motivating truth about
the brand.

TARGET
CONSUMER

Who They Are?

What They Like?
What They Aspire To?
Habits & Attitude

Strategic Planning Process.

Key Elements To Make

Communication Works.
BRAND

MARKET
CONTEXT

POINT OF VIEW

TARGET
CONSUMER

MEDIA
ENVIRONMENT

COMPETITIVE
CONTEXT

Strategic Planning Process.

Insight Are Not Given.

They Have to be Discovered!
The Discovery Process

Understand the brand and its business issue

Learn your consumer
Learn the context (the market, the competition, the trend) seek
inspiration from outside

Make connections between the brand, the consumers

and the context.

Strategic Planning Process.

Insight Are Not Given.

They Have to be Discovered!

CONSUMER

CONTEXT
CONSUMER
INSIGHTS

BRAND

Strategic Planning Process.

What Insight is NOT?

A Need
An Objective
A Problem
The Manufacturers Wish
Tone and Manner
A Reason Why

Strategic Planning Process.

What Insight is NOT?

Some Examples
Need

Insight

To drive safely

Life is so precious that your fear of failing

to protect your loved ones.

To get together and hang out with friends

Everything will be a blast when done

together with friends

To have smooth, unbroken communication

Everyone fears of failing communicate

especially under emergency situations

To remove stains and dirts

If you dont let your children get dirty, they

wont learn

Strategic Planning Process.

There is No Right or
Wrong Insights!
The Challenge is...
How To find the most POWERFUL one.

Powerful Insight = Most Relevant to

consumer = Most Relevant to The
Brand.

Strategic Planning Process.

What Makes
A Great Insight?
Do you like it?
Would you remember it?
Does it feel personally relevant?
Does it move you closer to the brand?
Would you buy it?

CHAPTER V
STRATEGIC PLANNING PROCESS - PART IV
ROUTES OF PROPOSITION: TECHNIQUE IN BUILDING BRAND PROPOSITION

Strategic Planning Process.

What is
A Proposition?
Proposition is the point of conversation, a selling point about the
brand.

It reflects the brand idea

CONSUMER

CONTEXT
CONSUMER
INSIGHTS

BRAND

PROPOSITION:
Point of Conversation.
A Selling Point About The Brand

Strategic Planning Process.

The Proposition
Proposition Routes:

A. Product Characteristic Based:

Ingredients

Texture

Performance

Packaging

Country of Origin

Disposable/Refillable

Strategic Planning Process.

The Proposition
Proposition Routes:

B. User Characteristic Based:

Celebrities use it

Expert recommendation

Exclusivity (only few can afford it)

Brand that most people use

Professionals use it

Strategic Planning Process.

The Proposition
Proposition Routes:

C. Disadvantage of Non Use:

How you could lose out

Risk of damage

Missed opportunity

Strategic Planning Process.

The Proposition
Proposition Routes:

D. Ways of Using Product:

To share

Gifting

To indulge/treat yourself

Various ways of using/eating product

Strategic Planning Process.

The Proposition
Proposition Routes:

E. How Product Is Made:

High precision

German technology

Specially handcrafted

Perfect subliminal

Strategic Planning Process.

The Proposition
Proposition Routes:

F. Image Characteristic:

High quality

Good value

Friendly

Exotic

High tech

Contemporary

Strategic Planning Process.

The Proposition
Proposition Routes:

G. Satisfying Psychological Needs:

Thirst

Hunger

Social Status

Self Confidence

Being A Good Mom/Wife

Strategic Planning Process.

The Proposition
Proposition Routes:

H. Direct Comparison With Competitors:

Product Comparison

I. Newsworthiness:

New

Improved Formula

Latest Technology

Anniversary

Strategic Planning Process.

The Proposition
Proposition Routes:

J. Generic Benefit:

Claiming the generic benefit to set the high ground

K. Surprising Facts About The Product:

ie: Contain X that is able to reduce cholesterol

L. Unique Benefit:

Only brand X that has...

Strategic Planning Process.

The Proposition
Proposition Routes:

M. Price Characteristic:

Better Value

Lasts Longer

Money Off Offer

N. Product Heritage:

Established Since...

The Founders

Mom/Dad use it

Strategic Planning Process.

The Key to Find

A Powerful Proposition
Pick The Route that...

Speaks about the brand

Sparks a Point of Difference for the brand
Relates to your consumers

CHAPTER VI
BUILDING BRAND ROADMAP
AND BRAND EQUITY

Brand Evolution
Brand/Product Proposition can be changed, rejuvenated or updated when:

No longer relevant to consumers needs

Market has changed
Competitive context evolved
Brand evolved

Brand Roadmap

Brand Roadmap is a journey of a brand. The journey where it will take the brand
to its final destination.

In the brand journey, the brand reaches different points and stages of the brand,
market and consumer context. The changes in the context will affect the way the
brand communicate to its target.

It is therefore important to design a brand roadmap to get the brand to its final
goal and destination. It gives direction and compass for the brand.

With the brand roadmap, brand equity are kept in-tact and proposition is made
to be relevant to the context where it belongs.

Brand Roadmap - Examples - A Mild

1988

2000

2012

Brand Stages

Brand Stages

Brand Stages

No Brand Experience

Most Purchase

Only Brand

SOB

SOB

SOB

Non Users

Existing & Non User

Existing & Non User

Objective

Objective

Objective

Raise Curiosity

Extend Meaning

Enhance

Proposition

Proposition

Proposition

How Low Can Yo Go

Other Can Only

Follow

Go Ahead

Brand Equity

A set of brand assets contributing to the value of the brand.

Brand name, symbols, associations or perceived image and

other brand identity are the brand assets that formed brand
equity.

Brand Equity Tool

Initial
Equity
Signals
How we want our
customer to recognize
our Brand.

Emotional
Assets
What will be our
Brands image and
personality.

Rational
Assets
What we want our
Brands functional
attributes to be.

Core
Motivation
to Pay
Why will customers
choose our Brand.

Brand
Essence

Brand Equity Tool - Example - Levis

Initial
Equity
Signals
Brand Name. Logo.
Leather Patch. Bird on
back pocket.

Emotional
Assets
Freedom. Expressive.
Individualist. Bold. Sexy.
Iconic. Original.
International Brand.

Rational
Assets
Assurance of quality.
Special designed.

Core
Motivation
to Pay
The Original. Quality in
Style.

Brand
Essence
Iconic Original
Jeans.

Good Strategic Planners Are...

They are visionary and future focused, spending most of their time looking
forward.

They are system thinkers seeking to understand the root causes and forces that
shape the issues and challenges they will face.

They have deep appreciation of the strength of diversity, understanding that

diversity promotes creativity and innovation.

They are risk takers, balancing the needs to take chances.

They are good communicators, understanding the importance of effective
communication at all levels.

GOOD LUCK
AND
THANK YOU
IDEALIGHT - FEBRUARY 2013