Overview
In this document, you will find an example of a 5-Year Learning Plan.
Document Description
| Title: |
5-year learning Plan |
| Domain: |
Oral Centered Self Confidence |
| Category/ies |
Oral care |
| Brand |
OCSB |
| Year: |
XXXX |
| Prepared By: |
ABC |
| Date: |
mm/dd/yy |
LEAP Imperatives
| LEAP Imperatives |
Type |
| 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. |
Brand Equity |
| 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. |
NPD |
| Increase profit per using households through price increases and migration to higher cost/ use variants |
Financial and NPD |
| Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base |
Brand Loyalty |
Potential learning needs from LEAP
| Learning Projects |
List of LEAP imperatives addressed |
| Effectiveness Tracking of all key marketing initiatives should include effectiveness of delivering brand promise |
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. |
| Understand need-gaps in consumer whitening /cleanliness regimen (including stain removal) for new product development. |
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. |
|
Increase profit per using households through price increases and migration to higher cost/ use variants. |
| Understand how to generate higher revenue for OCSB by using various extensions offering the different benefits. |
Increase profit per using households through price increases and migration to higher cost/ use variants. |
| Understand barriers to trial and switching among OCSB non-users. |
Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base. |
Inputs from the development team/IWIK
| Learning Projects |
List of LEAP imperatives addressed |
| Learning needs from development team |
| Understand current stain removal regimen and needs of stain removal and protection products |
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. |
| What are the key triggers for Worriers segment consumers to become compulsives? |
Increase profit per using households through price increases and migration to higher cost/ use variants. |
|
Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base. |
| Learning needs from IWIKs |
| At what life-stage did consumers became compulsives? |
Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base. |
| What type of products do children of compulsive consumers use for oral care, at what age and their attitudes? |
Increase the number of core consumer users of the brand in our largest market (USA), and increase our total user base. |
|
Increase profit per using households through price increases and migration to higher cost/ use variants. |
