e u r o p e JULY 16TH, 2001

STRATEGIC PLANNING PART 2 : STRATEGIC PLANNING

POSITIONNING BRANDS Brand positionning is critical to the success of any brand. Better wait until the right one, than rush to the first one. Our goal is to create a global positioning statement for the brand, breaking the rules of the industry and able to built a strong brand recognition. A process in 3 stages : Attention / Intention / Implementation

INTENTION Identify and evaluate strategic options Create a business vision Generate alternative positioning option Customer Target Emotional Territory Reason To Believe Test and refine Identify alignment Implications. Marketing Product Structure Resource Vision Strategy Brand Positioning Outline Development Plan STRATEGIC PLANNING ATTENTION Macro environmental analysis Competitor analysis Market analysis Customer research Needs Perceptions Customer Analysis Trends Explore assets/Competencies of Case AG Challenge assumptions Develop insights IMPLEMENTATION Create the “Transforming” idea Strategies for marketing planning and organisational alignment Devise and execute key elements of the Brand Experience. Internal and external enagagement Marketing Strategy and Plan Internal focus and priorities

STRATEGIC PLANNING CREATIVE PROCESS PARENT BRAND POSITIONING PRODUCT BRAND POSTIONING FOCUS ON KEY PRODUCTS PRODUCT’S COPY STRATEGY EXECUTIONS