Bringing it together at a Cycle Planning meeting
Cycle planning meetings cover the ongoing process of reviewing and managing in-market activities, making the changes to plans based on lessons learned. These meetings are attended by brand, trade marketing and sales teams and cover Above the Line (ATL) and Below the Line (BTL) activities.
All teams must report regularly – usually every month – their evaluation of all activities in the market. This means correct activity evaluation according to MSE guidelines and execution standards. In doing so, we see how well we are executing at the point of sale. This data is reviewed along with the logistics required to deliver the next few months’ activities and make any tactical adjustments to the plan as required. During the cycle planning meeting, the team briefs and prepares the sales teams for the activities in the next sales cycles.