The success of each activity is dependent on the availability of resources: therefore we must ensure the right resources are available at the right time. We often se multiple brands attempting to carry out promotions in an outlet at the same time, for example, near a specific holiday. This can be difficult for the sales force to execute and track and can be confusing to consumers, shoppers and customers. Furthermore, we need to ensure that promotions don’t overlap so badly that we suffer unnecessary cannibalization and we also have a sufficiently fresh flow of ‘new news’ on our brands.
The Calendar developed at the end of the stage provides a single view of every activity across brands, channels and regions. This is the key output to critically judge how well we have balanced capacity, conflicts, consistency and internal competition.