L'aménagement du territoire
Process
Every territory that invests in marketing programs for Pink Lady® shares their localised strategy for review prior to implementation, using the 5 Questions Framework (see below) set out in the Regional Brand Planning template.
It is purposely simple, based on the thinking – if you’ve gone through this template & reviewed it against the global brand and you still can’t explain why you’re doing something then perhaps it’s not the right thing to do.
The point of this is for the Global Brand Team to discuss and ask questions about your intended approach, so it’s important that you can explain the reasons behind your thinking – the ‘why’ behind the ‘what’.
Pink Lady Regional Brand Plan Template 2021 update.pptx
PPT 2 Mo
All material on BrandHub is copyright. Any use or application of the Pink Lady® brand to artwork or packaging must comply with the brand guidelines and approval must be obtained from APAL or your territory Master Licensee prior to use.
Presenting Your Strategy
Timing is independent to each territories’ marketing development process but it is expected that presentation of your strategy (and in subsequent years, the results from prior year’s activities) will take place annually for each territory.
The presentation should take place prior to implementation or briefing of agencies.
Briefing Agencies
Once the strategy has been presented, discussed and assessed, it can be used to brief your agencies, create your marketing plan & define the specific activities that will bring your strategy to life.
Campaign Summary
Once your campaign is executed, you then share the creative approach you took to bring your strategy to life with the Global Brand team via the ‘Campaign Sharing’ Template.
Pink Lady Campaign Sharing Template 2021.pptx
PPT 383KB
All material on BrandHub is copyright. Any use or application of the Pink Lady® brand to artwork or packaging must comply with the brand guidelines and approval must be obtained from APAL or your territory Master Licensee prior to use.
5 Questions Framework
5 Questions Framework is a systematic approach to unify our global brand planning.
1. Where are we?
Where does Pink Lady® currently stand in the market compared to our competitors? Where have we come from and in what direction do we seem to be going?
2. Why are we here?
What factors have contributed to Pink Lady’s strengths and weaknesses in your region right now?
3. Where could we be?
What, realistically, could be the position of Pink Lady® in your region, in the future? Is it a new position or are we maintaining our current position?
4. How could we get there?
What role can your marketing have in achieving this position? What levers of the marketing mix will you pull: product, price, place or promotion?
5. Are we getting there?
How will we measure our efforts?