Managing The Commercial Communications Process (Week 15)
If you haven’t seen Week 14’s post on CW2 Brief please click here to have a quick read. As I explained last week, I have chosen to research the John Lewis own-brand and their PR agency, Rain Communications. The document will require an in-depth brand review on the agency/client relationship. Many professionals sometimes refer to it as “The Brand Back” as it can be used as the “bible” for every agency account and anyone can pick up the key issues and facts relating to the brand.
Today’s lecture was mostly based on recommendations from Vic on what theories, concepts and other additional information should be researched into. A full list of these are shown below.
Account Details (Brand)
– Background
– Brand
– History
– People
Business (Agency) Factors Relating To The Brand
– What business are we in?
– What key market segments are we win?
– Business Targets
– Brand Strategy & Positioning
– Brand Architecture
– What are our key services?
– How are these differentiated from the competitors?
– How do they satisfy the needs of potential customers?
Industry and Competitive Analysis
– Market Trends
– Market Shares (Value/Volume)
Internal Review of Customer Segmentation
– Who are they? (Target Audience)
– Where are they? (Regional/Geo-demographical)
– How do we segment them?
– Their Value (Customer Type)
– Perception, Motivation and Attitude
Competitor Activity/Positioning & Internal Analysis
– Brand Positioning Map
– Critical Success Factors Analysis (CSF model)
– Corporate Positioning/Culture/Values: Ashridge Management Model
– Portfolio Positioning: Boston Matrix
– Strategic Direction: Ansoff Matrix
Marketing Activity
– Marketing Comms
– AdSpend Total/SOV
– Other Marketing Activity: Distribution/Packaging/Key Internal Stakeholders
– Share Of Voice (Spend/Mix)
Advertising & Promotional Review
– Historical Review
– Integrated Marcomms Strategy
– Push & Pull Profile Model (Fill)
Conclusions & Recommendations
– Future Activity Recommendations
– Creative Communications & Strategic Media Briefs
– Timeline
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