AP 42 Annual Plan Initiatives: Example

Overview

In this document, you find an example of an Annual Plan Initiative.

Document Circulation and Title

Title: OCSB Annual Plan Initiatives
Brand/Extension: OCSB Gentle Germ Fighter
Business Unit: Oral Care
Geography: XXX
Planning Year: 200X
Prepared By: AAA
Date: MM/DD/YYYY
Approved by: BBB
Date: MM/DD/YYYY

Initiatives

Initiative #1

Name

Re-launch the brand with new long-lasting benefit.

Description

Re-launch the brand using the new patented formulation that provides long-lasting effect.

Objective

20% Trial of re- launched product amongst existing users within the first six months of re-launch.

Why it is important

This innovation is critical to maintain the innovation leadership in the category and contribute to the brand promise ownership.

Regions

US, UK and Japan.

Target consumer segment(s)

Core loyal users of the brand. The priority target segment is the “compulsives” segment.

Desired consumer behavior

To try the re-launched product.

Channel support required

Shelf-space, Promotional and other in-store support.

Timing

2Q. In-store date is set for 15th of March.

Budget

$1.35 mm

Priority

1