1 / 43

FUSION PRO

FUSION PRO. TM. A quick look at the beta version. Common Client Questions. Elements. Business Ambition. “How can I align everyone around the right business goal for marketing to achieve?”. BRAND POSITIONING. “How should I position my brand vis a vis my competitors”. Brand Platform.

harwell
Download Presentation

FUSION PRO

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FUSIONPRO TM A quick look at the beta version

  2. Common Client Questions Elements Business Ambition “How can I align everyone around the right business goal for marketing to achieve?” BRANDPOSITIONING “How should I position my brand vis a vis my competitors” Brand Platform “What is the brand platform/Big Idea/Brand Purpose” BrandPERSONALITY “How should my brand project itself to the world (and how does this vary)?” Strategic PILLARS “How should I define my priorities and how do I best consolidate efforts?” BUDGETSPLIT “What budget do I require and how do I allocate it across priorities?” PRODUCT PORTFOLIO “What offerings am I going to market and how might they be consolidated?” KEY METRICS “What are the most important KPIs?” KEY AUDIENCES “Which audiences/segments should I communicate with?” KEY GEOGRAPHIES “How do I reconcile the needs of multiple countries and regions” IntegratedPlan “What is the cadence of activities and how do they come together in a practical plan?” MESSAGING HIERARCHY “What is the hierarchy of messages?”

  3. Common Client Questions Elements Tools VOLUMETRICSWORKSHOP Business Ambition “How can I align everyone around the right business goal for marketing to achieve?” POSITIONINGMAP BRANDPOSITIONING “How should I position my brand vis a vis my competitors” BIG IDEAL & OTHERS Brand Platform “What is the brand platform/Big Idea/Brand Purpose” Brand WORLDMATRIX BrandPERSONALITY “How should my brand project itself to the world (and how does this vary)?” COST-BENEFITWORKSHOP WO Strategic PILLARS “How should I define my priorities and how do I best consolidate efforts?” TASK-BASEDSCORING TOOL BUDGETSPLIT “What budget do I require and how do I allocate it across priorities?” BETTING CHIPS WORKSHOP PRODUCT PORTFOLIO “What offerings am I going to market and how might they be consolidated?” METRICS WORKSHOP KEY METRICS “What are the most important KPIs?” SEGMENTATION ANALYSIS KEY AUDIENCES “Which audiences/segments should I communicate with?” GLOBAL STRATEGY WORKSHOP KEY GEOGRAPHIES “How do I reconcile the needs of multiple countries and regions” IntegratedPlan WORKSHOP IntegratedPlan “What is the cadence of activities and how do they come together in a practical plan?” MESSAGING MATRIX MESSAGING HIERARCHY “What is the hierarchy of messages?”

  4. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  5. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Enterprise Level integrated Plan Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  6. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Enterprise Level integrated Plan Strategic PILLARS PRODUCT PORTFOLIO BUDGETSPLIT IntegratedPlan MESSAGING HIERARCHY

  7. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Enterprise Level integrated Plan Strategic PILLARS PRODUCT PORTFOLIO BUDGETSPLIT IntegratedPlan MESSAGING HIERARCHY

  8. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY ‘ONE VOICE’ integrated Plan TOP CIO CARE-ABOUTS KeY OFFERINGS BUDGETSPLIT IntegratedPlanS MESSAGING HIERARCHY

  9. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  10. The Roof

  11. The Pillars

  12. The Foundation

  13. STRENGTH – LADDERS UP TO AMAZINGNESS OF SKIN X CATEGORY RECRUitment in Y TIME frAME 2 O’CLOCK; ENJOYMENT/WELLBEING STRONG MEN WHO Want to live healthy lives healthy skin that keeps you strong HEALTHY, LOOKING RESILIENT SKIN NO MATTER WHAT THE DAY BRINGS JUST THE RIGHT AMOUNT OF MOISTURE EXECUTIONAL STYLE VASELINE (MEN) ACTION SCENES; FULL COLOR CLOSE UP OF HEALTHY SKIN ITSELF KEEPING SKIN AMAZING BUSINESS AMBITION KEY BRANDS SUPERIOR CARE THAT MAKES YOU LOOK & FEEL YOUR BEST X SHARE GROWTH in Y TIME frAME METROSEXUAL FAMILY MEN WHO CARE 4 O’CLOCK; NATURAL/SENSITIVE MASCULINITY PREMIUM MASS INTELLIGENT WIT; LADDERS UP TO BEING A MAN Unilever – AM Skincare Portfolio REAL CARE FOR REAL MEN ONLY USE REAL MEN; BLACK AND WHITE PHOTOGRAPHIC FEEL DM+C MIDDLE MASS MOISTURIZATION AND MILDNESS BRAND COMMUNICATIONS IDEA PORTFOLIO STRATEGY REAL MEN’S LIVES DEMAND CARE NEEDSCOPE TERRITORY BRAND TONALITY ROOT STRENGTH BRAND ESSENCE KEY DISCRIMINATOR KEY SEGMENT FRAME OF REFERENCE PRICING STRATEGY PORTFOLIO Ambition DOUBLE PORTFOLIOVALUE SALES BY 2020 HEALTHY CARE FOR SKIN STEAL SHARE WITH DOVE,UPGRADE WITH VASELINE add in icons

  14. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  15. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  16. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  17. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  18. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  19. Option 1 By Technology Priority Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Video Routers, Switching, Services, Security, Mobility Collaboration Data Center/ Virtualization Strategic Priorities TelePresence, MediaNet, Digital Signage, Physical Security, Set Top Box, etc. TelePresence, WebEx, IP Telephony, Cius, Enterprise Social Software, etc. UCS, Application, Storage, Security, Switching, etc. Nexus, Catalyst, SecureX, Media Net, Mobility, etc. Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  20. Option 2 By Audience Segment Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Enterprise Service Provider SMB Channel Partners Analysts, Press, Influencers Strategic Priorities Unified Communications, Wireless, Network, etc. Incentives, Partner programs, Revenue/Service Programs, etc. Routers, Switching, Collaboration, DC/Virtualization, Video, Security, etc. CRS-3, ASR, Catalyst, DC, etc. Premium Content, Executive access, Product launches Product and Services Suite Integrated Plan for Each Priority c Rewards Plan

  21. Option 3 By Customer Care-Abouts Business Ambition Big IdeaL Brand Platform Enterprise Level Plan “What can I put in THE CLOUD & how do I secure it?” “How do I manageMULTIPLE DEVICES & SOURCESseamlessly & securely?” “How do I deal with VIDEO cost & bandwidth?” “How do I manage the DATA DELUGE & reduce costs?” “How do I provide and MONETIZE more SERVICES?” Strategic Priorities Routers, Switching, Collaboration, DC/Virtualization, Video, Security, etc. Data Center/ Virtualization/ Network Security, SecureX Routing, Switching, Mobility (Borderless Network) Routing, Switching,MediaNet Videoscape, Mobility, Set-Top Boxes Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  22. Option 4 By Audience (CIOs) Mindset Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Pragmatism(Reliability) Operational Excellence(Cost Control) Strategic Innovation(Business Outcomes) Strategic Priorities Low cost portfolioof products Mid tier portfolioof products Premium tier products, Most innovative architectures Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  23. Option 5 By Core Networking Need States Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Network Foundation(Routing, Switching,Wireless, Internet) Networking Services(Security, WAN Optimization, Guest Access) User Services(Voice, Video, Web Collab) Strategic Priorities TelePresence, Unified Communications, Quad, etc. Secure X, Cisco Prime, etc. Catalyst, Nexus, ASR,Clean Air, etc. Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  24. Option 6 By Company Profile Business Ambition Big IdeaL Brand Platform Enterprise Level Plan “Boot Strappers” “Innovators” “Market Makers” Strategic Priorities Co-Development of Architecturesand Solutions Core Networking, Unified Communications, WebEx Innovative solutions, TP, Cius, Quad, DC, Virtualization Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  25. Option 7 By Decision Maker Role Business Ambition Big IdeaL Brand Platform Enterprise Level Plan High Level Technical Decision Maker CIO CEO Strategic Priorities Point Products Innovative Architectures, Strategic Consulting Strategic Consulting Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  26. Option 8 By Architecture Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Borderless Networks Collaboration Data Center Virtualization Strategic Priorities TelePresence, Unified Communications, Quad, etc. Secure X, Cisco Prime, etc. Catalyst, Nexus, ASR,Clean Air, etc. Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  27. Option 9 By Geographical Market Business Ambition Big IdeaL Brand Platform Enterprise Level Plan Americas EMEA APAC Strategic Priorities Point Products Innovative Architectures, Strategic Consulting Strategic Consulting Product and Services Suite Integrated Plan for Each Priority Rewards Plan

  28. PRIMARY MESSAGE ALL GAIN, NO PAIN BEAUTY ALL OVER SUMMER DELIGHTS Dove Hand and Body - from dozens of disparate products to 3 key pillars Take Dove H+Bto a 10%+ global share,rivalling Nivea by 2015, by increasing frequency amongst women35-64 who use H+B less than once a day, so growing the category. BUSINESS AMBITION BRANDCOMMUNICATIONS IDEA Real beauty by real women Dove is the H+B brand that more women love to use as part of their beauty routine rather than only use when they needto alleviate their dry skin or that of their family. POSITIONING STRATEGIC PILLARS • Get women who use H+B less than once a day, to use more core products more frequently by giving them skin benefits without the drawbacks they hate. • . • Drive increased usage occasions of Dove products by using summer needs/concerns to our advantage. • Drive increased usage by giving women the confidence to exploit all their assets. KEY JTBD Core Body (Long lasting S/S). Core Hand (S/S w/o greasiness). Lips: (S/S w/o waxiness). Visible Effects Downgrade (S/S that looks and feels good). Visible Effects (S/S that looks good, prolongs a tan, after sun, prepsfor sun). Core Body (for feet/sandal wearing). Tanning (npd). Pro.age decollatage(for lower necklines Core body (S/S feet) Pro.age (reveal beautiful hands). PRODUCT SUITE Soft & smooth skin with none of the nasties. Show off your skin Make the most of every bit of you COMMS BLUEPRINT

  29. PRIMARY MESSAGE ALL GAIN, NO PAIN TIME TO TRY ...and then rationalized to two Take Dove H+Bto a 10%+ global share,rivalling Nivea by 2015, by increasing frequency amongst women35-64 who use H+B less than once a day, so growing the category. BUSINESS AMBITION BRANDCOMMUNICATIONS IDEA Real beauty by real women Dove is the H+B brand that more women love to use as part of their beauty routine rather than only use when they needto alleviate their dry skin or that of their family. POSITIONING STRATEGIC PILLARS Get women who are medium and heavy H+B to choose dove over their current brand by giving them skin benefits without the drawbacks they hate. • Drive increased usage occasions of Dove products by using summer needs/concerns to our advantage. KEY JTBD Visible Effects (S/S that looks good, prolongs a tan, after sun, prepsfor sun). Core Body (for feet/sandal wearing). Tanning (npd). Core Body (Long lasting S/S). Core Hand (S/S w/o greasiness). Lips: (S/S w/o waxiness). Visible Effects Downgrade (S/S that looks and feels good). PRODUCT SUITE Show off your skin Soft & smooth skin with none of the nasties. COMMS BLUEPRINT

  30. PRIMARY MESSAGE ALL GAIN, NO PAIN TIME TO TRY ...and then rationalized to two Take Dove H+Bto a 10%+ global share,rivalling Nivea by 2015, by increasing frequency amongst women35-64 who use H+B less than once a day, so growing the category. BUSINESS AMBITION BRANDCOMMUNICATIONS IDEA Real beauty by real women Dove is the H+B brand that more women love to use as part of their beauty routine rather than only use when they needto alleviate their dry skin or that of their family. POSITIONING STRATEGIC PILLARS Get women who are medium and heavy H+B to choose dove over their current brand by giving them skin benefits without the drawbacks they hate. • Drive increased usage occasions of Dove products by using summer needs/concerns to our advantage. KEY JTBD Visible Effects (S/S that looks good, prolongs a tan, after sun, prepsfor sun). Core Body (for feet/sandal wearing). Tanning (npd). Core Body (Long lasting S/S). Core Hand (S/S w/o greasiness). Lips: (S/S w/o waxiness). Visible Effects Downgrade (S/S that looks and feels good). PRODUCT SUITE Show off your skin Soft & smooth skin with none of the nasties. COMMS BLUEPRINT

  31. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  32. Gap Architecture Strategic Priorities Five consecutive quarters of growth BUSINESS AMBITION BRAND POSITIONING inventive american style Get Changed BRAND PLATFORM Denim Attitude BRAND AESTHETIC LEAD PILLARS PILLAR CLAIMS MARKETING PRIORITIES COMMS STRATEGIES EXECUTIONS

  33. Gap Architecture Strategic Priorities Five consecutive quarters of growth BUSINESS AMBITION BRAND POSITIONING inventive american style Get Changed BRAND PLATFORM Denim Attitude BRAND AESTHETIC LEAD PILLARS 1969 Kids & Baby Fit Knits Sweaters PILLAR CLAIMS MARKETING PRIORITIES COMMS STRATEGIES EXECUTIONS

  34. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  35. One Voice Integrated Plan . BUSINESS AMBITION POSITIONING BRAND PLATFORM “ONE VOICE” STORY: INTEGRATED PLAN (BIZ CXOs, EMPLOYEES, INFLUENCERS) CIO/CTO CARE-ABOUTS PRODUCT ANDSERVICES SUITE PRIORITY RANK ORDER INTEGRATED PLANFOR EACH CARE-ABOUT 36

  36. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  37. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  38. Primary Audiences: Unilever Corporate Double business, halveenvironmental impact BUSINESS AMBITION BRAND COMMUNICATIONS IDEA Big Makes The Difference Consumer-centric “BIG” in behaviour, heart and voice BRAND WORLD CAMPAIGN IDEA [Under Development] UNILEVEREMPLOYEES SUPPLIERSCUSTOMERS OPINION FORMERS CURRENT & NEWCONSUMERS ANALYSTS &INVESTORS PRIMARY AUDIENCES CORE KPIs COMMS STRATEGIES PRIMARY MESSAGES

  39. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  40. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  41. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

  42. The FusionPRO House Business Ambition BRANDPOSITIONING Brand Platform BrandPERSONALITY Strategic PILLARS BUDGETSPLIT PRODUCT PORTFOLIO KEY METRICS KEY AUDIENCES KEY GEOGRAPHIES IntegratedPlan MESSAGING HIERARCHY

More Related