Weitere ähnliche Inhalte Mehr von Demand Metric (20) Kürzlich hochgeladen (15) Webinar - Developing Marketing Strategy1. Developing & Executing TODAY’S AGENDA
Marketing Strategy The Methodology
Knowing where you’re going and
Corporate Values & Vision
how to get there!
Situational Analysis
Objectives
A Demand Strategy Creation/Refinement
Metric Webinar
Presenter: Jerry Rackley
VP of Marketing & Product Development
jerry@demandmetric.com
© 2012 Demand Metric Research Corporation. All Rights Reserved.
2. Our Goal
“They say no man is an island. False. I am an
island and this island is volcanic. And it is about
to erupt with the molten hot lava of strategy.”
Dwight Schrute, Assistant to the Regional Manager
Dunder-Mifflin Paper Company
© 2012 Demand Metric Research Corporation. All Rights Reserved.
3. What is a Marketing Strategy?
A document describing where you’re going, why and
how you plan to get there.
Corporate
Marketing
Strategy
Aligned with corporate values & vision.
Provides the foundation for product planning & marketing.
Product A Product B
Marketing Marketing
Plan Plan
Drives the Marketing Communications process & plan.
Marketing Communications Plan
© 2012 Demand Metric Research Corporation. All Rights Reserved.
4. How does a Marketing Strategy work?
Defines who you are and how you function.
Directs the investment of your limited resources to the greatest opportunities.
Filters interesting but non-strategic distractions.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
5. Marketing Strategy Plan Methodology
38-page methodology in six stages
Download
References 22 Demand Metric tools
Overview:
» Identify the foundation of any marketing strategy: values & vision.
» Analyze & assess your current situation
» Plan and document your strategy
The primary deliverable of this methodology is a plan that documents your Marketing Strategy.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
8. Corporate Values
Strategic marketing planning has to start here:
What are your Corporate values?
How should they influence your marketing strategy?
Download
Corporate values will change little if any during a firm’s existence.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
9. Vision – what’s yours?
The corporate vision should create energy and direction
Creates a picture of the preferred future.
Unity of understanding and effort.
The execution of your Marketing Strategy gives wings to your vision.
Your vision Download
here.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
10. Vision Test
How “real” is your vision?
Ask 10 people in the company what the corporate vision is.
» Same answer from all 10 people:
» Three or four different answers:
» 10 different answers:
© 2012 Demand Metric Research Corporation. All Rights Reserved.
11. Vision - implications
What are the marketing implications of your vision?
What markets does your vision direct you to serve (or not serve)?
What opportunities within these markets is your firm uniquely qualified to
exploit?
» What are your Core competencies?
Download
The goal: ensure marketing’s alignment with the business
© 2012 Demand Metric Research Corporation. All Rights Reserved.
12. Current Situation
Assess what is going on with your:
Company
Brand
Customers
Industry
Competitors
© 2012 Demand Metric Research Corporation. All Rights Reserved.
15. Markets & Products
Which markets and with which products?
Risk:
Lowest: Market Penetration
Moderate: Product Development
Market Development
Highest: Product Diversification
© 2012 Demand Metric Research Corporation. All Rights Reserved.
16. Markets
What do you need to know about your chosen markets?
(And, what is a market?)
Current Markets:
What is your market share?
Who is the market leader?
New Markets:
How accessible are these new markets?
What is the market potential?
Do these markets know you have solutions
to their problems?
© 2012 Demand Metric Research Corporation. All Rights Reserved.
17. Products
How you will support market decisions with products?
Will current products serve chosen markets?
Update your Product Marketing Plan(s).
Are new products required to support chosen markets?
Work with Product Management to create a
Product Development Plan.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
18. Other Strategy Considerations
How will you manage your brand?
What partnerships & alliances will support your strategy?
What type of communications plan is needed?
What are the infrastructure requirements to support your strategy?
© 2012 Demand Metric Research Corporation. All Rights Reserved.
19. What comes next?
Document your strategy
» Budget
» Dashboard
Communicate internally
Revisit it often
Develop supporting plans:
» Product Marketing Plan(s)
» Product Development Plan(s)
© 2012 Demand Metric Research Corporation. All Rights Reserved.
20. Summary
Begin with understanding core values & vision.
Ask (and get quality answers to) the right questions.
Set objectives.
The core of your plan is which markets you’ll serve with which products.
Develop supporting Marketing Communications & Product Development plans.
© 2012 Demand Metric Research Corporation. All Rights Reserved.
21. How We Can Help
Methodologies
» Marketing Strategy Planning
» Marketing Communications Planning
» Product Marketing Planning
» Product Development Planning
Marketing Strategy development & auditing services
© 2012 Demand Metric Research Corporation. All Rights Reserved.
22. A final thought on strategy
“However beautiful the strategy, you
should occasionally look at the results.”
Sir Winston Churchill
© 2012 Demand Metric Research Corporation. All Rights Reserved.
23. Contact Us
Telephone: 866.947.7744 (Toll-free North America)
408.335.4355 (International)
Web: www.demandmetric.com
Email: info@demandmetric.com
jerry@demandmetric.com
© 2012 Demand Metric Research Corporation. All Rights Reserved.