品牌战略规划-2007.ppt

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品牌战略规划-2007.ppt

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DefiningaWinningBrandStrategyKellyHaveronThispresentationcontainsanabstract.Ifyouareviewingthedownloadedversion,pleaseclickonNotesPageintheViewmenuDecember2006730570-R?Copyright2006-2007McKinseyCompany.Confidential.Notforfurtherreproductionordistribution.

PROPOSEDAGENDABackgroundandobjectivesforthiseffortFirmapproachtobuildingstrongbrandsProposedprojectapproachFirmcredentialsinbranding1

CURRENTSITUATIONANDPROJECTOBJECTIVESCurrentsituation{Dominantcategoryplayerwithsignificantpricepremiumovercompetitor’sofferings}{Pressurefromretailerstodiscountthebrandtobringpriceinlinewithcompetitorsorpossiblylosedistributionrightsthroughstores;asaresult,thebrandmustcommunicatedifferentiationinordertomaintainpresenceandpricepremium}{Inordertosucceed,bothkeyaccountmanagementandbrandstrategymustbeaddressedtorevitalizebusiness,andcouldalsoprovideadditionalcategoryopportunities]ProjectobjectivesDevelopafoundationofinsightsonconsumerneeds,purchasedrivers,andbehaviorsasthebasisforbrandstrategyDevelopabrandstrategyforthebusinessthatdeliversthefollowing:SizesthemarketopportunityIdentifiescompellingbuyingfactorsfortheconsumerSupportsadifferentiatedbrandpropositionandofferingTranslatethebrandstrategy,product,packaging,andpricingstrategyfor1-2keyaccountsDevelopspecificsoftheofferingincludingsub-brands,assortment,andpricearchitectureTranslateintoaccountplanforselectkeyaccounts2

WEHAVEUNCOVEREDGROWTHOPPORTUNITIESATANUMBEROFLEADINGCPGCLIENTSTHROUGHFLAGSHIPBRANDREVITALIZATIONKeyinsightsaboutbrandrevitalizationFlagshipbrandsarecommonlypositionedagainst“historic”driversofpreferenceinacategory;ascategoriesmature,theseequitiesoftenbecome“antes”ortheminimumrequirementstocompeteRevitalizingflagshipbrandsoftenrequiresrepositioningfromantestothedrivers