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September 21, 2011

Global MRD Process. Barbara Van Gennep Bjorn Barnard. September 21, 2011. Agenda. MRD process defined Current state of affairs Definition of new MRD Implementation & results. MRD Process Defined. The Launch Process Today. While we execute comprehensive assets, we can do better:

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September 21, 2011

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  1. Global MRD Process Barbara Van Gennep Bjorn Barnard September 21, 2011

  2. Agenda • MRD process defined • Current state of affairs • Definition of new MRD • Implementation & results

  3. MRD Process Defined

  4. The Launch Process Today While we execute comprehensive assets, we can 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

  5. 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

  6. The Process Comes Together The NPI Process GPM Input Global Marcom Input *Process speeds up for quick-2-market projects

  7. How does it work? Inputs GPM’s RPM’s Channel Marcom Design/PM’s Outputs Packaging copy Theme Messaging Catalog copy Photography Videos PR Naming Trademarks Merchandising Translations Process Briefings Asset creation Trademark search Web development Translations

  8. 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 Output Input • 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

  9. 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!

  10. 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

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