•Control Test early ideas

and best practices

Develop local champion

system to support

Course correct product,

technology, signage,

packaging, menu/recipe

development, promotion

+ merchandising

Sample, gain consumer +

operator feedback,

course correct, measure,

assess, report

Integrate cross category

•Make program

adjustments

Establish support

resources

ID criteria-meeting

locations for broader

testing

Implement reporting

requirements

Plan quarterly and monthly

promotions w/

performance incentives for

field operators and

giveaways/rewards to

consumers

Distribute Grand Opening

Kits

Leverage Vendor Support

Adjust Metrics •Comprehensive category

review

How will activity or

changes in one category

effect another

Draft/Float potential

strategies

Identify current Best

Practices

Benchmark against

industry, competitors

Assess new product and

technology innovation

applications

Define scalability needs

ID gaps + opportunity

•Data Analysis

Assess what can be

reasonably executed by

the organization, now or

in the future?

Food Safety concerns +

fixes

Formulate the business

question to be answered

Assess Programs,

Concepts in terms of ROI

+ profitability

Seek input from HQ

leadership, Brand team,

field operators,

consumers

Understand the

Opportunity

Brand Portfolio

Performance

Go To Market

Strategy

Proof of

Concept

Optimize

Operating

Model

•Synthesize current

thinking in a preliminary

report

Early Strategy discussion

Discuss risk for doing

and not doing

Determine concept areas

and prioritize for speed to

market

More ROI discussion

Confirm priorities

Gain approvals to

proceed

Flesh out timelines,

resources required +

costs

Commissary Strategy In Process: Status and timeframe

Development

•Develop the project brief

Creative development in

key areas begins (Design,

Culinary, Merchandising,

Packaging, IT, Comm. –

External/Internal)

Review creative – gain

direction from field and

consumer input, course

correct

Identify Predictable Flavor

Profile, Conduct Taste

Panels

Develop Recipes

Outsource Product

Availability

Product Cost Analysis

Develop Metrics

Sept - Oct Nov - Dec

•Assess the lifecycle of

the brand relative to ROI

and other marketplace

drivers every 3 – 5 years

Assess alignment with C-

Store strategy

Leverage Best Practices

Review and Update

baseline Market Data

•Comprehensive category

review

How has activity or

changes in retail

category effected total?

Are new strategies

needed?

Assess customer

feedback (current and

non users)

Benchmark against

industry, competitors

Assess organizational

structure efficacy, course

correct as needed

•Measure, Report and

Assess

Expand Field Level

Organization- enforce

compliance to brand

standards

Continue to identify full

purchasing opportunity

and negotiate with

vendors for price,

marketing dollars and

promotional support

Expanded Roll Out

Re-Assess

Brand Portfolio

Performance

Ongoing

Communication

and Promotional

Strategy

Reinvent

•POS

Newsletters- Internal

Communicate success to

clients and prospects

Develop Public Relations

Strategy

What new opportunities

exist with current

customers and prospects

Use promotional strategy

to trial new ideas as part

of the refreshment

process

Create new Marketing

Plan

Link with Strategic

Vendors and Partners

Refresh

•Assess new product and

technology innovations

Respond to customer

insights and changing

behaviors

Respond to changes in

delivery of Healthcare

services

Continue creative

development in key areas

(Design, Culinary,

Merchandising,

Packaging, IT,

Promotions,

Communications)

Improve skills and

delivery

Future Brand Management for the Commissary Strategy

Jan – Jun 2006 Ongoing