Brand Management: Planning and Control by J. R. Bureau (auth.)

By J. R. Bureau (auth.)

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Sample text

Sectz"on 13: Advertzsz"ng (a) Advertising creative and media strategy to date and rationale. (b) Planned changes to creative and media strategy and rationale. (c) Planned advertising creative strategy and objectives. (d) Planned advertising media strategy and objectives. (e) Advertising expenditure details. (f) Proposals for measuring the achievement of advertising objectives. Sectz"on 14: Consumer promotz"ons (a) Strategy on consumer promotions and rationale. (b) Planned changes to consumer promotion strategy (if any) and rationale.

G. brand share, distribution and brandawareness targets. g. market-size changes, fore cast of competitive activity levels, changes in user consumption levels, estimates of general economic dimate. B. MARKETING DA TA Wherever relevant, all marketing data show trends over the THEPRODUCTPLAN 37 last three to five years and indude competitors' products and activities. Section 3: Basic market parameters (a) Market size: users, consumer sales, value. (b) Distribution: channels, distribution levels. (c) Brand shares: units and value.

2) Packaging. That is, the physical and emotive qualities of the product which impart to it some of its essential informational and image characteristics. This factor is almost never simple, is difficult to measure and yet may often be overwhelmingly responsible for the success or failure of the product. The word 'packaging' is here used to include both the physical properties of the external appearance of the product - bottle, carton, logo, frame design and colour, product labelling, etc - and the emotional response such appearances stimulate through colour, design, brand and company names, appearance against competitive products and all the hundred and one criteria, conscious and unconscious, by which human beings respond to almost any product.

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