Marketing Strategy and Planning
Marketing Strategy is the process of determining where to focus resource in order to generate the maximum level of growth and profit over the medium to long term.
Marketing strategy sets out the direction of travel and makes sure that we are working with the right number of brands in our portfolio and that we are optimising our marketing investments. In addition Marketing Strategy provides the necessary context for Annual Brand Planning
Who should attend?
SBM and Marketing Managers who are responsible for preparing both the 3-5 year strategic plans but also the Annual Brand Plans
Understanding the Strategic Planning Process:
How to write the 3 year strategic plan and the 1 year Annual Brand Plan to drive brand growth
Brand Strategy and Planning process
Who? – The Target
What? – SMART Objectives
How – The Position
What is a brand?
What is a brand vision?
Brand Positioning Framework
Benefits – rational & emotional
Reasons to Believe
Developing your 3 year strategic Brand Plan
Business and Marketing Objectives
Brand Loyalty Funnel
Keep in mind:
Zero Based Budgeting
1 Year Activity Plan
Developing Brand Activities
Integrated Brand Plans and Activity Timing Plans & Budgets
Selling the plans internally
Measurement & Evaluation
Summary and Key Take Outs
For more information and to book a place please visit the website www.growthmindsetmarketing.co.uk