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 |
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