KPI tracker and monthly-review one-pager: one brand, one plan year, twelve months
A workbook that phases the year's targets by month, takes one row of actuals a month and prints the monthly review: month and year to date against plan, run-rate, full-year estimate, share, distribution, doors and stock cover against trajectory, the trend, three things to say, open actions.
What you will have written when you finish
- 1The plan year's targets, month by month, from the brand plan
- 2Actuals as they close: sell-in, sell-out, share, distribution, price, A&P spent
- 3The dashboard: trend against plan, with the variance explained
- 4The actions log: what was decided at each monthly review, by whom, by when
- 5The monthly one-pager the country manager reads in five minutes
2 sheets from the example workbook
A workbook that phases the year's targets by month, takes one row of actuals a month and prints the monthly review: month and year to date against plan, run-rate, full-year estimate, share, distribution, doors and stock cover against trajectory, the trend, three things to say, open actions.
Brand manager, marketing manager, country marketing lead in consumer healthcare, writing for a Gulf market and presenting to a regional or global team. Also the distributor marketer who co-writes it.
Prescription brands with a medical-affairs plan, agencies pitching creative work, or anyone who needs a company's proprietary template.
Also useful with this workbook
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Every item includes
Three working sessions on your own document: inputs and numbers, the draft, and a review against the questions management will ask.
Every example is set in one fictional world: Meridian Consumer Health, its distributor Northern Gulf Distribution Co., the scalp-care brand Clarisel and its competitors Scalvia, Sebravel, Scalpex and Trichoderm. Nahdi, Al-Dawaa and United are real Saudi pharmacy chains used as market fixtures with invented figures, as are the marketplaces, the quick-commerce apps and the discounter named in item 08. You see every box filled, every chart populated and every number reconciled, without a real company's data.