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Insights
Framework
Category Strategy, Brand
Building Framework & Technology Feasibility
Regional
Requirements
Portfolio Workshops
Top
down
Bottom
up
Strategy &
Initiative
Review
(IMP)
Brand
Community
Meetings
Market Execution
Planning (MEP)
Creative Alignment
Team (CreATe)
Innovation
Governance
The Insights Framework is the tools, processes and systems we use to better understand our consumers
Insights Framework
Coming in September
Close
Implementation
3-5 Year Strategic Planning
Sign-off
The Category Strategy will define our long-term ambition,
articulating Where to Play and How to Win for our brands.
The Brand Building Framework will support those seeking
assistance on how to drive success in building strong and
impactful brands. Technology Feasibility is the process that evaluates our capability to implement the proposed technology within the required timescales.
Regional Requirements
Regional requirements are an evaluation of potential consumer needs or segment evolution that serves as input to brand strategies and the 3-year initiative master plan
The Portfolio Workshops consist of Portfolio Targeting and Portfolio Initiatives modules, which define the Brand Roles and Initiatives to deliver the Market Ambition and portfolio / brand related Must Win Battles
The Strategy and Initiative Review is the sign-off of the three-year brand strategies and Initiative Master Plans
Strategy Initiative Review
(IMP)
At the Brand Community Meeting the Global, Regional and Cluster teams align on the three-year Global Brand Strategies and Initiative Master Plan
Brand Community
Meetings
The Market Execution Plan is to align and review
key Portfolio & Trade Initiatives against the agreed
Business Plan, providing an overview of investment
choices and cycle plans for the coming year
Market Execution
Planning
Creative Alignment
Team
The CreATe governs the five-step approval process for creative development activity with marketing agencies
Innovation Governance covers the I2L process and the various forums that support this
Find out more
Find out more