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Marketing Strategy

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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.
Be yourself; everyone else is already taken.Oscar Wilde