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perspective de rendement-risque
Jun 23, 2009 09:30
14 yrs ago
12 viewers *
French term

plan d'animation

French to English Marketing Marketing
Hi

This is an old chestnut which I've tackled in various ways in the past, often paraphrasing. A single one-size-fits-all term would be great, if such a thing exists.

In this instance, the "plan d'animation" involves adding new products to an existing line:

"2 plans d'animation dans l'année :
- une animation de 15 nouvelles références
- une animation XXXX [name of subgroup of models] de 10 références.


Thank you!
Proposed translations (English)
5 +3 NPI (New Product Introduction) Plan
3 +1 promotion/al plan
3 marketing plan
4 -1 a coordination plan (meant to boost...)
References
Example of a "plan d'animation"

Discussion

Sara Freitas Jun 24, 2009:
Unless the rest of your document specifies, I would try not to be too narrow with your interpretation of "animation". NPIs can include a whole range of campaigns from above-the-line advertising to direct marketing, to POSs, to cash-backs, discounts, bundles, etc. to partner incentive schemes...It can encompass collateral, promotional materials, events, etc. It can include raising awareness and positioning a particular brand or product family and targeted promotions to move stock. So I would NOT use promotional, which has a very specific meaning in marketing.
Emma Paulay Jun 24, 2009:
That's much better! So they are all new products! That makes it easier :-)
Sandra Petch (asker) Jun 24, 2009:
To clarify The new products are the "animation" i.e. the brand will "animer la ligne X" by introducing new products: 15 new products in the basic X line and 10 new products which are a variation on the line and form their own "subline" - Did I say clarify?!
Sara Freitas Jun 24, 2009:
Sandra, can you confirm as stated in your question that this indeed "involves adding new products to an existing line"? Thx!!
Sandra Petch (asker) Jun 23, 2009:
Special launch My stopgap solution for the mo'!

Proposed translations

+3
56 mins
Selected

NPI (New Product Introduction) Plan

Look at LinkedIn or any résumé site for loads of examples from marketing professionals' résumés.

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Note added at 20 hrs (2009-06-24 06:10:09 GMT)
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To clarify for Emma, this is how I would translate the whole thing:

"Two NPIs during the year:
- one with 15 new SKUs
- and one for PRODUCT RANGE XXXX with 10 SKUs"

I do copywriting for two international brands for their new product launches every quarter (have been doing this for two years) and I have just received the latet batch of nearly 4 GB of NPI powerpoints from the respective mother ships (in the United States, so it comes from native English-speaking marketers) as reference documents - this language is ALL OVER the place.

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Note added at 20 hrs (2009-06-24 06:29:36 GMT)
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Example: http://www.cbnews.fr/articles/conseils/black-decker-et-pring...

Black & Decker et Pringles chez Novembre
Black & Decker a choisi le groupe Novembre pour concevoir et mettre en place son ***plan d’animation*** multi canal pour ***le lancement d’une nouvelle gamme de produits*** (premier trimestre 2008). Parallèlement, le groupe est responsable, pour Pringles de Procter & Gamble, du lancement de ***deux nouvelles références*** au premier trimes
Peer comment(s):
agree French Foodie
1 hr
agree Adsion Liu
5 hrs
agree Emma Paulay : Works for the first, but what about the second? It doesn't say 10 new products. //It just says 10 products, there's no 'new'. It might be promoting 10 'old' products - unless the rest of the context suggests otherwise of course.//cf Sandra's last c
9 hrs
That's assuming "plan d'animation" is promotional (and even then it would be odd to launch a plan do promote 15 new SKUs and then 10 old SKUs). I am not convinced that "plan d'anim.." means "promotional" - it is broader than that.
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thank you very much!"
11 mins

marketing plan

/

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Note added at 17 mins (2009-06-23 09:48:08 GMT)
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BTW, in this context it may refer to "marketing/ promotonal plan"and
"promotional campaign for" the 15 items.

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Note added at 20 mins (2009-06-23 09:50:30 GMT)
--------------------------------------------------

I mean promotional/marketing plan vs. promotional campaign.

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Note added at 21 mins (2009-06-23 09:51:34 GMT)
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Of course, "animation" may have additional translations, depending on the context.
Peer comment(s):
neutral Sara Freitas : "Marketing plan" is too broad, IMO
20 hrs
Yes, my second option - "promotional plan" vs. "promotional campaign"seems better.
Something went wrong...
-1
39 mins

a coordination plan (meant to boost...)

I have also met with this problem. What is your opinion about this ?
Peer comment(s):
disagree Sara Freitas : "Coordination plan" just doesn't sound very "marketing-y" to me
20 hrs
Yes, that is why I added "to boost"...
Something went wrong...
+1
9 hrs

promotion/al plan

Depending on the wider context, that could fit.
This site explains what it is: http://www.smallbusinessnotes.com/operating/marketing/promot...
Peer comment(s):
agree Emma Paulay : I think this is the safest solution.
1 min
neutral Sara Freitas : Promotional is too restrictive, IMO. The plan can include brand-awareness-type communication, advertising, etc. - Promotional is just to move products (through discounts, other promotions, etc.)
10 hrs
Something went wrong...

Reference comments

20 hrs
Reference:

Example of a "plan d'animation"

Covers promotion and communication for an existing product line.
Reference:

http://www.lentreprise.com/3/3/4/attaque-carte-d-or-riposte-par-un-plan-global-d-animation-des-ventes_4248.html

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