Implementation
3-5 Year Strategic Planning
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Insights
Framework
Category Strategy & Brand
Building Framework
Regional
Requirements
Portfolio Workshops
Top
down
Bottom
up
Strategy &
Initiative
Review
Brand
Community
Meetings
Market Execution
Planning (MEP)
Creative Alignment
Team (CreATe)
Strategic Initiative Development (SID)
The Insights Framework is the tools, processes and systems we use to better understand our consumers
Insights Framework
Coming in September
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Category Strategy
and Brand Building Framework
The Brand Building Framework is used to define who we target, what the brand stands for and how we communicate
Regional Requirements
Regional requirements are an evaluation of potential consumer needs or segment evolution that serves as input to brand strategies and the 3-year initiative master plan
The Portfolio Workshops consist of Portfolio Targeting and Portfolio Initiatives modules, which define the Brand Roles and Initiatives to deliver the Market Ambition and portfolio / brand related Must Win Battles
The Strategy and Initiative Review is the sign-off of the three-year brand strategies and Initiative Master Plans
Strategy
Initiative Review
At the Brand Community Meeting the Global, Regional and Cluster teams align on the three-year Global Brand Strategies and Initiative Master Plan
Brand Community
Meetings
The Market Execution Plan is to align and review key Portfolio & Trade Initiatives against the agreed Business Plan, providing an overview of investment choices and cycle plans for the coming year
Market Execution
Planning
Creative Alignment
Team
The CreATe governs the five-step approval process for creative development activity with marketing agencies
Strategic Initiative Development
The Strategic Initiative Development governs the Stage Gate Process for brand initiatives
Visit the CreATe page
Visit the SID page