The app enables organizations to plan their development and growth opportunities for creating long-term value for an organization for their customers, markets and relationships. Organizations are provided with an ability to define their brand and marketing objectives, add new brand marketing investment (BMI) activities for varied opportunities for different state and brand combinations, and plan their BMI expenses being incurred to accomplish the activity. Additionally, the app also helps in simplifying the BMI expense planning process on the basis of business channels and marketing tools selected for a particular activity, and in generation of dashboards for calculating promotion effectiveness and reconciling the actual spends.
Landing dashboard acts as the navigation dashboard, which has links to all the other dashboards, to guide the user through the process of BMI expense planning. It also shows the summarized view of BMI expenses planned on state and brand basis. Here the end user has an option of selecting year, state and brand for which he wants to perform the BMI expense planning. These selections will be frozen for the subsequent dashboards.
The “Objectives Formation” dashboard provides end users/admins the capability of adding/deleting/modifying brand and marketing objectives as masters, through a convenient and accessible interface. The Brand Marketing Investment Plan will be built based on the brand and marketing objectives set for each BMI activity.
“Activity List Master” dashboard allows user to add a new BMI activity and set up state and brand for all such activities. User can click on the “Add” button and select the brand and state for which the BMI activity is added.
Based on prior year’s actual volume and market share percentage as well as current year targets, user can define brand and marketing objectives for different BMI activities created for the selected state and brand combination on this dashboard.
The “Expense Planning” dashboard allows users to set marketing objective, activity, marketing tool and plan for an annual BMI spend. The annual BMI spend number is allocated to different months based on the start and end month selected by the users. Once the activity setup is done, users can select a particular BMI activity and click on “BMI Activity Expense Planning” button, which will take users to the respective marketing tool expense planning dashboard.
Clicking on “BMI Activity Expense Planning” action button on Expense Planning dashboard will take users to different dashboards, depending upon the selected BMI activity. These different dashboards, allow users to plan expenses distinctively for various marketing tools set up for BMI activities. The planning of each marketing tool expense depends on different parameters and has different planning process; e.g., planning for marketing tool ”In-shop visibility” depends on outlet classification and that for “Events” depends upon types of events.
The “Summary Dashboard” presents an overall picture and various cuts of data that depict the brand marketing investment plan for different states and brands selected by the user. Illustrative graphs and charts are shown for clear understanding
Capability to add/delete/modify brand and marketing objectives to be used while building the brand marketing investment plan, through a convenient and accessible end user dashboard.
BMI activity creation
Ability to create a new BMI activity with the click of a button, while populating the activity name dynamically through user selectable fields of state and brand. This maps the created activity to a particular state and brand combination.
BMI activity initiation
The initiation process involves setting up brand/marketing objectives, channels and marketing tools for each created BMI activity and planning for the annual BMI spend.
The brand and marketing objectives are mutually exclusive, thus giving users an option to have multiple activities for state and brand combinations catering to unique amalgamations of brand and marketing objectives.
Allocation of annual planned BMI expenses to months
BMI expenses planned for each activity on annual bases are allocated to the selected months based on the start and end month, which is provided by the user.
Navigation to different planning dashboards from a single action button
Selecting a BMI activity and clicking on the single navigation button takes users to different expense planning dashboards depending upon the marketing tool set up for that selected activity.
Varied BMI expense planning based on selected marketing tool(s)
Ability to perform detailed expense planning varying by the marketing tool selected for a particular BMI activity. Parameters being used and planning process differ by marketing tools, e.g., In-shop Visibility
Marketing tool uses outlet classification for planning BMI expenses, whereas Events Marketing tool depends on the types of events being conducted.
State-/brand-/brand objective-/marketing objective-wise total BMI expense calculation
Expenses planned at different marketing tools level for varied activities get aggregated and categorized by states, brands as well as brand and marketing objectives. Various cuts of data are available to have a clear picture and visibility.
Summarised BMI plan dashboarding
Simplified dashboards with tables and charts to have a clear-cut picture of the complete BMI plan providing channel and state-wise summary for different marketing and business objectives.
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