It has never been easier, in our times, to reach consumers and it has never been harder to make a connection with them. The challenge for the Marketing practitioners hangs on their competence to navigate the Purchase Funnel – Awareness to Consideration/Preference to Conversion/Purchase to Loyalty/Retention in a much different way, compared to few years ago. The winning characteristics of a successful organisation point to clarity of Brand purpose, Deep Insights in consumer behaviour, Enhanced consumer experience at different touch points and the realisation that the consumer is the Brand driver.
Compelling and differentiated Brand Vision as the founding stone and starting point for everything done inside and outside a business organisation.
A methodology to organise a Brand portfolio and its respective Communication.
Brand key Objectives & Strategies
A strategic document that refers to a Brand’s ambition, objectives & strategies in a 3 to 5 year time span.
The Marketing Plan
A strategic document that mainly feeds from the Brand Positioning and Brand key Objectives & Strategies to deliver tangible business and brand targets in a 1 to 2 year time span.
Structured review of core data encompassing , brand, business and competition, leading to a S.W.O.T analysis which is also an input to the Marketing Plan.
It bares great significance both for the supplier of goods & services, as well as, for the final consumer the choice of the Distribution channel. For instance the choice of Wholesale, Retail, E-commerce etc. will affect both the consumer price and the consumer experience during purchase. Channel Strategy is an integral part of a company’s Marketing Plan.
Messaging, identification of media mix (offline vs online), overall budget structure and required level of investment.