STEP 10

1
The Initiative Cycle Goal to establish and
execute supporting programs, for the trade and
the field force, that enhance the R trade look
in order to generate a consumer connection to the
brands. The IC Activity Owner Marketing
Department The IC Process Owner Trade Marketing
Department
The Initiative Cycle Planning Process
No
STEP 1 BM releases the IC Fact Sheet
STEP 6 Brief Agencies and PA on POSM, Trade
Incentives, Trade Leaflet
STEP 3 The Kick-off IC Meeting
STEP 4 Prepare the IC details
STEP 5 Approval of the IC budget and resources
STEP 2 The TME prepares the list of POS
No
Yes
Yes
R - TME C - MNKA, NSM, I - MTM
A BM, MTM R BME, TME C DS, DM, NSM,
MNKA, ,
R BE, TME C BM, MTM, NKAM, NSM
A BM, MTM R BE, TME C DM, DS, MNKA
R BE, TME C BM, MTM
A - BM R BE, TME C , MNKA, NSM, ,
MTM
Launch 14 weeks Cut off date 13 weeks
Launch 13 weeks Cut off date 12 weeks
Launch 12 weeks
Launch 11 weeks
Launch 10 weeks
No
STEP 10 Input from IC meetings to agencies.
Organize Production. The final split per branches
and delivery schedule
STEP 11
STEP 8 The IC Development Status Meeting.
STEP 9 Final approval from the General Manager
STEP 12 The letter to distributors and sales
letter preparation. Interaction with all the
sales sub-departments
STEP 7 Layouts, mock-ups, changes, POSM list
confirmation, delivery dates, trade incentive
details, trade leaflet, split per branches
Yes
Retro planning for production (factory, suppliers)
R BE, TME I BM, MTM, MNKA, PS
R PA, Agency C BE, TME
R BE, TME C PA, Agencies
A BM R BE, C DM, DS, ,
R TME C FIC, BE, Sales
Sub-Department heads
A BM, MTM R BME, TME C DS, DM, NSM,
MNKA, ,
Launch 6 Weeks Cut off date 4 weeks
Launch 8 Weeks
STEP 14 POSM to Bucharest DC, quality check and
dispatch to the branches
STEP 15 Communication to sales force
STEP 13 The IC Final Status Meeting.
STEP 16 Launch
STEP 17 Market visit
A BM, MTM R BME, TME C DS, DM, NSM,
MNKA, ,
A /R BE, TME
R BE, TME I BM, MTM
A TME R ASM, C BM, BE
A MTM, BM R TME, BE
Launch One Week
MNKA Manager National Key Account BM Brand
Manager BE Brand Executive DS Director
Sales NSM National Sales Manager MTM Manager
Trade Marketing FIC Finance Internal Control
Rep. PA Purchasing Agent DM Director
Marketing IC Initiative Cycle TME Trade
Marketing Executive (responsible for the IC) ASM
Area Sales Manager
STEP 18 The IC Mid-term Status Meeting.
STEP 19 The IC Evaluation Meeting.
Launch 3 Weeks
Launch 1,5 Weeks Cut off date one week
THE PROCESS KEY SYMBOLS
A Accountable R Responsible C Consulted
I Informed
A /R BE, TME
A /R BE, TME

Interface into process step to another process
Proforma
Main Step Approval IC Meeting
Launch 2 Weeks
Launch 7 Weeks