Marketing Strategy Framework
How to define a marketing strategy?
The marketing strategy establishes the framework in which you will reach your target customers, based on your market analysis, your characteristics and ambitions. It is important to have a clear understanding of how you will achieve your goals. Presentation of what a marketing strategy is and how to build it.
What is a marketing strategy?
The marketing strategy is composed of a set of orientations to achieve the marketing objectives aligned with those defined by the business strategy. It includes choices relating to markets (including competition) and the offer of products / services. It formulates strategies to be adopted to exploit the target customer segments.
What are the different marketing strategies?
See the strategy according to Ansoff
Market penetration: expand its customer base and intensify its sales to its current customers.
Market development: sell your existing product and service offer on new markets.
Product development: creating and marketing new products in existing markets.
Diversification: introducing new products to new markets.
What are the 5 steps to develop a marketing strategy?
- Step 1 – Analyze the market / make a diagnosis
- Step 2 – Target customers
- Step 3 – Formulate the marketing strategy
- Step 4 – Set the goals
- Step 5 – Define the budget envelope
Step 1 – Analyze the market / make a diagnosis
The first step in defining your marketing strategy is market analysis. It consists in identifying and analyzing the nature of the market, its structure and its dynamics. it is particularly a question of studying the opportunities and threats of its environment, then confronting this information with its strengths and weaknesses (see how to make a SWOT matrix).
A focus is placed on the competitors by studying their offer, their strengths and their weaknesses.
Carry out a market study for a fine analysis of the needs of the consumer and the perception of the customers when it comes to its notoriety and its brand image. It is important to know your customers.
In summary, regarding the company’s environment, 2 dimensions are to be explored :
The micro-environment :
customers, prospects, consumers (expectations, needs, motivations, behaviors …),
competitors (profiles, offers, business tactics and strategies, strengths and weaknesses…),
The macro-environment :
The other more general variables: cyclical trend, technological developments, regulations, etc. (see how to do a Pestel analysis).
The analysis can be carried out by market, by product, but also and especially by segment or even by product / market pair. It is important to conduct a precise study to highlight the potential and vulnerabilities of one or more segments of a market.
The global analysis is interesting, but the strategic choices will focus on segments. This finesse of analysis is often what makes the difference between successful companies and others.
As a reminder, segmenting consists of dividing your market into homogeneous subsets. A market segment corresponds to a group of people whose characteristics or behaviors are very similar when faced with a commercial offer.
Conclusion of the diagnosis
This step provides a photograph of the current situation by highlighting the different strategic options.
The company can therefore choose the segment(s) it wishes to invest in and set up an effective, unique, tailor-made strategy to develop it (them).
Step 2 – Target customers
This step consists in choosing the target segments according to their economic and strategic attractiveness but also strategic wishes. It is based on :
the size and growth of the segment – taking into account the economic potential of the segment
the identified opportunities/threats – what can be done according to the company’s capabilities
consistency with the vision – to check if the segment fits into the strategic priorities of the company
Note In some cases, it is appropriate to go further and address a target within the segment, or even a core target.
Step 3 – Formulate the marketing strategy
Once the market information has been dissected and analyzed in depth by segment, and the targets are defined, it is necessary to select the strategy to adopt to exploit them.
Define a positioning
For each target (or the only one, if applicable) and taking into account the marketing approach chosen (undifferentiated, differentiated, concentrated), it is necessary to develop a positioning of its brand and its offer (in the mind of the customer). What are we going to bring (value proposition)? For whom (target)? In relation to what and to whom (competing offer)?
Positioning is not only about deciding on the image that we want to give of ourselves; it is also about determining how this image can help to achieve our goals – whether these goals are directly or indirectly related to the recognition of our name or reputation.
Develop a marketing strategy by target
The heart of the process since it is a question of defining the best strategy for each target.
At this level, it is appropriate to choose a typical strategy (penetration, development of markets or products, diversification), see below.
This global strategy will then be translated into :
business strategy – example: increase its penetration into a particular customer segment, retain existing customers, increase its prospect base… (see: how to build a business strategy? )
product strategy – example: develop a product covering new applications
communication strategy – example: working on your global reputation (see: how to develop a communication strategy? )
distribution strategy- example: expanding your distribution network with new channels
digital strategy – example: in terms of digital marketing, make your site more visible, launch an ecommerce site, develop inbound marketing, use marketing automation…
The action plan will then be integrated into the marketing plan.
Step 4 – Set the goals
The next step is to choose the marketing objectives. Which amounts to deciding what we are aiming for in terms of :
financial results – volumes, margin…
competitive position (market share, etc.)
As with any goal, these goals should be precise, dated and measurable.
Step 5 – Define the budget envelope
The budget represents the financial resources to be invested to achieve the defined objectives. This budget envelope will then be detailed according to the elements of the marketing mix (the 4P: Price-Product-Place-Promotion).
what is the marketing goal
(Increasing sales, App downloads, increasing the number of product users, etc. can all be marketing goals)
6. How that is marketing method
(This is also the most complicated part of the framework. What kind of marketing methods and content you use to influence your target customers mainly depends on what period your target customers are in, For example, for customers who are in the stage of problem perception, you must know that the characteristic of users at this stage is that they have no understanding of the product, are not even interested in the product, and do not want to buy the product, Therefore, what we have to do is to push content that makes users interested in the product, The remaining four stages must also push content in a targeted manner according to the different characteristics of users.)
7. Measure & Optimize: Monitor and Optimize
(Data analysis runs through marketing, and marketers need to continuously evaluate, adjust, and optimize your plan based on the monitored data)
How to write a product marketing plan?
In short the marketing framework is an essential element in all marketing planning, the most core of which are When, How, and Where.
There is more than one marketing framework, such as the traditional framework, the BMF framework, and the marketing funnel of the marketing framework in digital marketing, There is also the AARRR marketing funnel (renewal, promotion, retention, revenue, recommendation) that is particularly popular now. It is also one of the marketing frameworks.
But no matter what framework it is, they all have some similar core elements, such as who are your users ? What are your products and services and so on.
There is no right or wrong distinction between different marketing frameworks, but the methods or angles are different, There is no saying between them who is right and who is wrong, but they start from different angles.
Top 10 examples of a marketing strategy framework with templates and samples
“There are things that money cannot buy, for everything else there is MasterCard”, the emblematic advertisement of the large multinational payments company always has a certain value in the business world.
This executed a marketing strategy framework that conveyed the essence of the brand: convenient purchases at all times.
As a marketing analyst, we wonder what process the marketing department followed to arrive at such a brilliant positioning, targeting and segmentation. After all, people pay money everywhere several times a day, but using it to get such a deep and effortless recall value for an emotion-based business is and remains a stroke of genius.
You wonder what it would take for your company to create such a marketing gem that makes all sales channels vibrate.
SlideTeam has the answer. It is necessary to have a marketing strategy framework that accurately describes the essence of the value that you offer to target customers. At this point, the 4P (Product, Price, Promotion, Place) may not matter much.
Think in terms of the framework that will direct your marketing strategy. That’s where we come in and provide you with the best marketing strategy frameworks out of the box.
Let’s explore this parallel world of marketing executives who have the power to transform the results you get by trying to create a reminder and a brand image.
Model 1: Content marketing strategy roadmap Analyze the framework Measure engagement
This PPT template is a complete set that focuses on the roadmap of the B2B content marketing strategy within the frameworks of influencer strategy; ROI measurement; building brand awareness; Key performance indicators (KPIs); online and offline strategies. Then the presentation template can also be used to showcase your knowledge about creating a content marketing strategy itself. A dedicated slide for a multi-phase checklist for content marketing strategy is really what makes this game a class of its own. Download now and start doing business for your marketing plans.
Content marketing strategy
Model 2: Analysis of the business framework of the digital marketing strategy Organization of the roadmap
If you need a professional PPT template on a complete digital marketing framework, this presentation is for you. Get the most demanded and already successful concepts in digital marketing on ready-made slides for this presentation from this set. Among our value offers are: A Gantt chart of the digital marketing roadmap that proposes the channels such as display ads, paid search, etc., in a four-step framework for digital marketing, we have covered everything. The understanding of business; the knowledge of digital capabilities and the mastery of market slippage allow you to stand out as a pro.
Model 3: Market intelligence analysis Marketing strategy Services Investment Framework
Without adequate, accurate and relevant market intelligence, there is no framework for marketing strategy. Use these PPT templates to first have a beautifully designed space to describe six elements of an online strategy, namely markets, products, suppliers, customers, industries and competitors. Show your audience your mastery of strategy formulation and due diligence with a slide dedicated exclusively to them.
Knowledge of the market
Model 4: Framework of the four Rs presenting the commercial resolution of the marketing strategy
This specific PPT presentation is intended to deepen a framework that will help your company reduce most major business problems in a 4R framework of a solution. Do you want to present a 4R model to improve lead generation? In all, we have this 4R framework for about twenty commercial situations. We have this for you as part of this complete game, available for download now!
Model 5: Planning the marketing strategy of the organizational framework in four stages
In this PowerPoint template, we have organized four steps to develop an effective marketing strategy, as well as a myriad of other topics. For this particular slide of the game, these are listed as review data from the previous year; review the target audience and so on. We offer at least 15 such business frameworks for critical business areas such as “the four stages of business process digitization”. There is a lot to learn in this treasure trove of knowledge.
Model 6: Promotional and marketing strategy framework
This PPT template on the framework of promotional and marketing templates gives you the six fundamental elements of such a strategy. It is about understanding the values of the company; setting goals by vision; market evaluation; objectives; implementation and optimization of the strategy. The idea is to make sure that your company receives the best support in terms of promotion and marketing that it deserves.
Model 7: Framework for an effective marketing strategy for product services
No product ever made has lasted its entire life without adequate service support and this PPT template helps you to market your product services in an effective way. Before diving into this delicate area, show your team or senior management the importance of conducting consumer studies, the 4Ps of marketing applied to services and the critical area of customer interface design and management. Download now to master this field of activity that offers rich rewards for getting it right.
Model 8: Seven-step marketing strategy framework
In any marketing strategy framework, it is essential that you have tools and the right set of numbers to measure the final result (performance)? Use this seven-step marketing strategy framework to learn how to move from setting goals to developing an implementation plan. In the end, measuring performance is what makes this PPT template worth its weight in gold.
Model 9: Content marketing strategy framework to increase brand awareness
This algorithmically designed PPT template deals with the AZ of the content marketing strategy framework with the final goal of strengthening brand awareness. Both sides of digital marketing on the search side and link building content are ultimately considered to cover organic search traffic on the homepage. Use this presentation template to show how organic search finally makes it your homepage, if there is an adequate domain authority.
Content marketing strategy framework to increase brand awareness
Model 10: Key elements of the digital marketing strategy framework
This PPT template divides the range of the digital marketing strategy framework into three stages of objectives, levers and catalysts. Use this template to show how you start with the intention of meeting the key performance indicators of digital marketing and how they use the levers of information; best movements, content and channels to arrive at the catalysts of digital marketing in the form of team empowerment and platform effectiveness.
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