pengenalan
Objectives & Benefits
Pink Lady® is in a great position to use our global reach and sophisticated marketing in our developed territories to help drive strong brand planning in every market which we are sold. In a world whose borders are blurring, and with a truly globally product we need to ensure our brand fundamentals are globally consistent by learning from and supporting each other to bring the Pink Lady® brand to life in our regions.
Strategy first, tactics second
The development of good brand strategy is an art, not a science. But all good strategies need to be based on good insights, ongoing monitoring and refining.
The Regional Brand Planning tool provides structure for the ‘science’ behind your strategy. To empower our Marketing Managers in each region to define their customer insights, brand positioning and goals relevant to their market.
You bring the art to this, using your understanding of your market, your business, your customers, and cultural nuances to articulate a well-considered brand strategy.
The Global Brand Team are here to support you in the development, to stress test your thinking, and to align the strategy you develop to the global fundamentals of Pink Lady®.
Formalising the Global Brand Planning into a uniform framework creates the opportunity for everyone to benefit from our brand’s global thinking and experience. Emerging markets should benefit from the knowledge and skills of the more established markets, and everyone will benefit from the sharing of learnings and stress-testing each other’s thinking through the Global Brand Project Team.