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CI9 5-year Learning Plan: Example

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.

5-year Learning Plan

Priority 5-year Learning Projects and Objectives List of LEAP imperatives addressed Inputs from development team and IWIKs addressed Research techniques/ studies required Approximate Timelines (year to be addressed by) Tentative budget
1 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. Understand current stain removal regimen and needs of stain removal and protection products. In-depth interviews followed by U&A and brand deficiency study. 2005 $300,000
- - Increase profit per using households through price increases and migration to higher cost/ use variants. - - - -
2 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. - Tracking studies for all key marketing initiative including performance on brand promise.
Brand Equity Monitor when next due.		 Immediate implementation. No additional expenditure.
3 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. - Barrier quantification study 2005 $80,000
4 Understand how to generate higher revenue for OCSB by using various extensions offering the different benefits. Increase profit per using HH through price increases and migration to higher cost/ use variants. At what life-stage consumers became compulsives. Consumption panel.
In-depth understanding of the core-consumer via qualitative research		 2006 $100,000
- - - What type of products do children of compulsive consumers use for oral care, at what age and their attitudes. - - -
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