Strategic marketing is about creating and delivering superior value to keep existing customers and to acquire new customers. The strategic marketing process consists of three steps
- First, the value to be provided must be chosen. This includes segmenting markets, selecting the most attractive target groups and developing the offering´s value positioning.
- The second phase is about providing the value in terms of products, services, prices and channels.
- Finally, the value must be communicated by utilizing the most appropriate communication tools, e.g. advertising, sales promotion and the internet.
- Understand strategic marketing as a value-creation process
- Develop a unique value proposition
- Develop and implement a Marketing Plan to deliver your value proposition
- Calculate the ROI of your plan
- Overcome hurdles to executing the plan
- Strategic marketing as a driver of profit and growth
- From corporate strategy to marketing strategy
- Developing and implementing a customer-centric strategic marketing plan
- Involving the key stakeholders in the planning process
- Collecting the required data and information
- Contextual analysis
- Analyzing the market environment, customers and the competition
- Understanding the buying decision process
- Determining the needs and wants of existing and prospective customers
- Defining SMART objectives
- Choosing the value
- Selecting the most attractive market segments
- Developing the value positioning and branding
- Providing the value
- Offering augmented product/service bundles to build competitive advantage
- Moving from cost-based to value-based pricing
- Selecting the optimal channels
- Communicating the value
- Advertising
- Public Relations
- Sales promotions
- The Internet
- Direct marketing
- Calculcating the expected ROI of the marketing plan
- Implementing the marketing plan
- Establishing a controlling mechanism and a contingency plan
