MindsharePlanningProcess.ppt

1、The media process,Translating business strategy into powerful communications plans through insight and ideas.,7/24/2020,Mindshare China,Key parts of the planning,7/24/2020,Mindshare China,“Research management”,Tactical Planning for all channels including digital and content,Strategic Planning, for a

2、ll channels including digital and content,Comms. Planning,Negotiation with GMT,Analytics,Client Leadership,Invention,The Exchange,Business planning,Planning process,7/24/2020,Mindshare China,Tensions Audit,Big Bang Workshop,Designingexchanges,Marketing challenge,Exchange Index,Exchanges,Exchange Pro

3、gram,Business Planning,Invention,The Exchange,AppendixSolution sample,7/24/2020,Mindshare China,Invention in practice:Nestle Baby Powder,7/24/2020,Mindshare China,Invention in practice:Take the brief from Business Planning,MARKETING CHALLENGE: After 2 years of being silent in China due to an iodine

4、scare in Nestlac San-Hao Baby powder, the Nestle sub-brand is seeking to resume product marketing with a goal of regaining top market position. The once leading brand suffered a 70% drop in market share and is no longer in the top 5 product consideration set. Q: How do we rebuild the trust with moms

5、 to become a valued advisor for baby care?,7/24/2020,Mindshare China,Invention in practice:Ideation to develop the Big Idea,7/24/2020,Mindshare China,RESOLVING TENSIONS: Advertising alone will not achieve the desired trust building effect Trusted third party advocates need to endorse the message Tar

6、get Audience (Moms) difficult to reach; many resume working post-pregnancy Needs to closely monitor the tone of the marketplace and resonate key issues Must extend 2 years BIG IDEA: Create a platform that educates moms on baby care and provides a forum for open dialog with Industry Experts,Invention

7、 in practice:Generating the Exchange Platform,7/24/2020,Mindshare China,1 Seek: Role: Create a short talk-show format using real moms and a health expert to discuss baby topics Mix: Cable/Satellite TV Nationwide Asset: Dr. Yuen, Govt Health Ministry Expert,2 Involve: Role: Develop a forum where user

8、s can respond to content Mix: Internet Asset: Heavy BBS/Blogging market,3 ACT: Role: Bring real moms into the content Mix: Internet, TV, Asset: Moms trust their peers,4 SHARE: Role: Becoming a topic point for discussion Mix: WOM/Social/Viral Asset: Nanny Network in China,Invention in practice:Design

9、ing Exchanges,7/24/2020,Mindshare China,DESIGNING EXCHANGES: TV Show: Short form talk show (2min), Moms discussing 1 baby topic per day New topic of discussion released daily (5 episodes/week) Partner with popular video web site to reach national audience Include moderator, expert, and real mom blog

10、s to generate discussion Vote on hot topics in baby care questions Expand the Show into long running series with user questions posted on Internet WAP Push to mobile to expand reach to on-the-go Moms; keep the show living,Invention in practice:The Exchange Program,7/24/2020,Mindshare China,Reality Skool,7/24/2020,Mindshare China,Output from Invention: E