September 21, 2011
-
Upload
aurelia-hensley -
Category
Documents
-
view
25 -
download
2
description
Transcript of September 21, 2011
![Page 1: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/1.jpg)
A DIVISION OF ACCO BRANDS
![Page 2: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/2.jpg)
2 Confidential
Agenda
MRD process defined Current state of affairs Definition of new MRD Implementation & results
![Page 3: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/3.jpg)
3 Confidential
MRD Process Defined
![Page 4: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/4.jpg)
4 Confidential
The Launch Process Today
While we execute comprehensive assets, wecan do better: Messaging not in alignment with all regions Lack of documentation to capture feedback Copy changes to packaging a constant
issue and can delay development Information not trickled down to all groups Mixed launch themes Lack of clear project leader
![Page 5: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/5.jpg)
5 Confidential
What are we trying to accomplish?Our guiding principles: One version of the truth Alignment to the NPI process A single voice
Empower team to deliver: Single theme Quality messaging & asset creation Regional and channel execution in a timely
fashion
![Page 6: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/6.jpg)
6 Confidential
The Process Comes Together
The NPI Process
GPM Input Global Marcom Input
* Process speeds up for quick-2-market projects
![Page 7: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/7.jpg)
7 Confidential
How does it work?
InputsGPM’sRPM’s ChannelMarcomDesign/PM’s
OutputsPackaging copyThemeMessagingCatalog copyPhotographyVideosPRNamingTrademarksMerchandisingTranslations
ProcessBriefingsAsset creationTrademark searchWeb developmentTranslations
![Page 8: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/8.jpg)
8 Confidential
MRD Contents & Checklist
Brand value (company & category)
Product positioning & messaging (pull from PRD)
Product features & benefits (pull from PRD)
Packaging strategy (pull from PRD)
Audience/customer Theme development PR strategy development Web strategy development Calendar of key activities &
launch dates
Packaging copy Naming requirements Category synergy Photography needs (product
& environment) PR strategy Digital marketing toolkit Videos & rich media Logos & icons Merchandising opportunities Launch kits Training Trade shows & events
Input Output
![Page 9: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/9.jpg)
9 Confidential
Results
Global alignment for launch 1st deliverable is comprehensive messaging Speeds up packaging copy development and
approvals Reduces conflict! Delivers assets on-time to regions to localize Process allows for translations and validation Information distributed to all groups involved Timely development of assets for preselling One voice!
![Page 10: September 21, 2011](https://reader036.fdocuments.us/reader036/viewer/2022081519/56812c67550346895d90fafe/html5/thumbnails/10.jpg)
10 Confidential
Implementation
Review process with input teams Assign ownership, tasks and timelines
Björn manages security launches Barbara manages non-security launches
Develop trackable project status & sign-off Develop archiving of assets for global use Launch process in November with KeyFolio
3