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BE 25 LEAP: Example

Overview

In this document, you find an example of a completed LEAP template

Document Description

Brand/Extension OCSB
Business Unit: Oral Care
Geography: Global
Prepared By: AAAA
Approved By: BBBB
Date: DDMMYYYY

Brand Vision

Brand Vision

OCSB will deliver enhanced self-image to consumers through a range of products that transcend teeth cleaning efficacy into other Oral Care categories to widen and deepen the brand’s relationship with consumers.

Brand Promise and Support

Brand Promise

To provide enhanced well-being through bright healthy smiles.

Support for the Brand Promise:

  • OCSB will deliver bright healthy smiles that build enhanced well-being through a broad product portfolio that covers all aspects of the total Oral Care.
  • OCSB dentifrice efficacy in fighting cavities is unsurpassed and in most markets/countries professionally-recommended.
  • OCSB dentifrice, whitening strips, and whitening gum have best-in-class cosmetic benefits including stain removal and whitening effects.
  • OCSB will introduce gum-firming and germ-fighting variants that will prevent gum disease and therefore deliver healthier-looking gums.

Five-Year Brand Equity Targets

Financial Targets Year 1 Year 2 Year 3 Year 4 Year 5
FRS ($M) 4039 4443 5110 5621 6295
% annual increase (%) 8% 10% 15% 10% 12%
Profit Contribution ($M) 1414 1555 1789 1967 2203
% annual increase (%) 10% 10% 15% 10% 12%
Share
(average top 10 markets)		 26.5 27.5 28.5 29 30
Brand Equity Targets Year 1 Year 2 Year 3 Year 4 Year 5
Brand Promise Ownership
- Enhanced well-being through bright, healthy
smiles (composite score)		 - - - - -
Brand score 40 50 55 60 65
Closest competitor score 30 35 40 40 40
Difference 10 15 15 20 25
Category-specific Equities - - - - -
Cavity protection 76 77 78 79 80
Taste 20 25 30 35 40
Whiteness 20 20 35 45 58
Confident smile 20 20 30 35 40
Freshens breath 35 48 55 65 68
General Equity Drivers - - - - -
Different / unique (score) 55 62 64 65 65
Relevance (score) 40 45 45 55 60
Esteem (score) 50 70 70 70 70
Knowledge (score) 65 65 70 73 76
Value (score) 25 25 25 28 30
Quality (score) 55 60 65 65 70

LEAP Imperatives

LEAP Imperatives
Strategy Timing Measures
Strategy 1 Achieve Brand Promise ownership of enhanced well- being through bright healthy smiles by ensuring all activities in the regional annual marketing plans are focused on its delivery. Targeted measures to be achieved by year 5. Brand Equity Ownership Score of 65 for "Enhanced well-being through bright, healthy smiles"

Achieve +10% increases “unique and different” and +20% in taste, whitening, and confident smile.
Strategy 2 Focus product development on whitening benefit area and extend beyond dentifrice into new categories such as mouthwash, daytime soluble strips and new night time product. Whitening Ingredient added to dentifrice in year 2 in NA and EU. Strips launched in year 3 in NA and EU. Whitening rolled out to ROW year 3. Patented whitening capability added as key ingredient in every major consumable product form in oral care in Top 20 markets.
Strategy 3 Increase profit per using household (HH) through price increases and migration to higher cost / use variants. Shift from 20% of FRS from high margin products to 35% by year 5. % FRS from high margin products, value measure among core and non-user consumer segments, trial and conversion metric improvements for higher cost / use variants.
Strategy 4 Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base. Targeted measures to be achieved by year 5. Reduce non-user HH from 20% to 13% of US households (largest market). Increase core consumers 11% to 25% of users, and medium users from 15% to 30%.
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