Marketing Strategy

Marketing strategy is the central tool used to translate the business strategy into the way the organization communicates with its customers.

• Marketing strategy consists of the following aspects:
• Brand development including a precise brand story and branding (language – design and verbal).
• Characterizing unique, distinguishable and valuable products and services, derived from the brand story and its values.
• Characterizing the consumer journey, from user experience to digital asset development and distribution channel experience.
• Building an ongoing relationship through strategy and content development, media and distribution channels, and marketing activities.
• Supporting sales targets, customer retention, increasing revenue from existing customers and increasing customer profitability.

UNDERSTANDING - Analysis of the organization and its business environment

• Benchmark research, analysis of competitive environment, regulation and technological innovation.
• Market analysis, brand research and consumer trends analysis.
• Qualitative in-depth interviews (laddering), psychographic research and segmentation.
• Organizational climate, digital assets, internal interfaces, customer satisfaction and service surveys.

PLANNING - Developing growth engines to achieve a competitive advantage

• Mapping new value propositions and growth engines, business feasibility analysis and managing innovation processes in the organization.
• Identifying markets, territories, companies, target audiences, distribution channels with growth potential.
• Marketing and other supporting strategies – consumer journey, processes, service, HR, sales.
• Identifying opportunities for inorganic growth through M&A.

IMPLEMENTING - Managing the change process and assimilation mechanisms

• Management mechanisms - organizational structure design and workflow processes development.
• Management dashboard design and performance management implementation.
• Communication - branding, positioning, marketing, content, promotions, PR, campaigns, media, distribution, digital, cooperation, conferences.
• Characterizing and developing digital assets and tools (mobile apps, websites) and management support tools for building relationships.

MEASUREMENT & RESULTS - Formulating and managing business metrics (KPIs)

• PERFORMANCE - Results such as sales, customer profitability.
• ENGAGEMENT - Level of involvement in organization’s activities and relationship.
• SENTIMENT - Feelings toward the organization/brand.
• SOCIAL IMPACT - Influence on stakeholders.