

                            Marketing Strategy

     [] "He who excels at resolving difficulties does so before they arise.
     He who excels in conquering his enemies triumphs before threats
     materialize." -- Sun Tzu, The Art of War

     [] Strategy: The science of planning and directing large -- scale
     operations, specifically of maneuvering forces into the most
     advantageous position prior to taking action.

     

     [] It is important that your thinking in this section follows closely
     to the definition of Strategy because it will help you specifically
     define your business activities, strengths and direction.  Carefully
     designing this portion of your business plan will enable you to
     appropriately respond to business conditions and opportunities -- it
     will make the difference between mediocrity and superiority.  That's
     why you're here, isn't it?

(Company)'s marketing strategy is to enhance, promote and support the fact
that our products/services XXX (your unique features, benefits, establish
market position/presence).

Comprehensive Plan

The overall marketing plan for our product/service is based on the
following fundamentals:

     [] Type of business you want to be in.

     [] Segment of the market(s) planned to reach.

     [] Distribution channel planned to be used to reach market segment:
     retail, jobbers, wholesalers, brokers, door to door, mail order, party
     plan, etc.

     [] Share of the market expected to capture versus time.

To prove the value of XXX (product/service) we can XXX.

     [] Show each application.

     [] Demonstrate effects.

     [] Add credibility with scientific reports & studies.

The void of XXX (product/service features/benefits) in every day XXX
(specific business/professional/manufacturing/shipping/living/household
situations) is demonstrated by XXX.

     [] Based on studies of XXX.

     [] Most of the country (and world) are XXX (describe their
     situations / circumstances).

     [] Describe why: XXX (they have problems, continue without your
     products / services).

Product Strategy

XXX should be treated as a XXX (long-term/short-term) product/service.

     [] If more than one, indicate for each long or short-term.

     [] Important! How long before product pays for itself?

As such, the target market segments to focus on are XXX (specific
customers) Because of (product)'s special market characteristics, XXX
(seasonal, geographic, as mentioned in Market Analysis) our strategy
includes/incorporates XXX (how you will address specific
market/environmental conditions).

Positioning

     [] How customers perceive your company and product, relative to
     competition.  Read this statement again.  And again.

     [] Product/Business/Industry leadership.

     [] RECOMMENDED READING: Positioning by Al Ries & Jack Trout.

Our (product/service, or similar/competition's product/service) is seen by
the consumer as XXX. (Customer's perception of your product/ service. Ask
THEM.  See also Focus Group Research section.)

Its unique advantages (technical, quality, performance) can be
exploited to arrive at a winning position in the consumer's mind.

In terms of market segmentation advantages, we can use XXX (upscale
consumers, ethnic appeal, etc.) to arrive at a winning position here.

Reposition (product/service) as XXX (example: from a cost to an investment,
vacation becomes an "escape from civilization", etc.).

XXX (other products, services, people), to be effective, depend on the
presence of our XXX (product/service).

Reposition the Competition

We can reposition our competitors by XXX.

     [] What can be said/shown about a competitor's product/service that
     will change your customers' minds (about the competitor's product --
     not yours)?

The resulting Selling Basis for our product, then, is XXX.

     [] This is your fundamental strategy for all of the advertising you do.

     [] Test the Unique Selling Basis to make sure that it is:
        Meaningful
        Believable
        Motivating
        Memorable
        Simple
        Logical
        Unique

Up to this point, our Selling Basis has been XXX.

     [] In close alignment to Selling Basis?

     [] Contrary to Selling Basis?

     [] Lacking any clear definition at all?

International Market

     [] It is important to consider your worldwide opportunities from the
     start.

     [] List countries in order of priority
        Rationale
        Language
        Usage of product/service

     [] See Advertising & Promotion, Selling Tactics and Distribution
     sections for detailed plans of action.

Outside Suppliers

    [] Include some of the following references:
     Ad Agency                
     PR Agency             
     Direct Mail           
     Mailing House           
     Direct Response Firm    
     Fulfillment House       
     Graphic Designer        
     Display Designer
     Packaging Supplier
     Demonstrations - Guides, Literature
     Market Research Focus Groups
     Sales Literature, Tools
     Market/Planning Consultant
     Premiums Suppliers
     Telemarketers

Marketing Responsibilities

     [] Define who will be responsible for these areas and
     decision dynamics involved:
        New business development
        Dealer and OEM support
        Sales generation tools
        Corporate graphics standard
        Brandmark recognition
        Direct response promotion
        Telemarketing - scripts/training
        Product position and identification

Selling Tactics

     [] See section on Selling Tactics for detailed plan of action.

Advertising and Promotion

     [] See section on Advertising & Promotion for detailed plan of action.

     [] Includes:

Company Positioning (identity within market)
     [] The identity is consistent throughout all areas of communication.

Promotional Tools
     [] Brochures and Catalogues.
     [] Other Collateral Materials.

Advertising
     [] Targeted Advertisements.
     [] Media Selection & Strategy.

Sales Support
     [] Distributor & Retailer Support Packages.
     [] Representative support (sales tools).
     [] Communication within channels of distribution.

Feedback Loops
     [] Lead Generation.
     [] Lead Referral & Follow-up systems.
     [] Information gathering & dissemination.

Public Relations

     [] See section on Public Relations for detailed plan of action.

Strategy Review

Now review all strategic statements against the following tests.

     [] Do the strategies define means for achieving the objectives you
     set, or are they merely restatements of those objectives?

     [] Are the strategies consistent with your evaluation of the
     marketplace and your capabilities?

     [] Is the return on investment sufficient to justify the risks?

     [] What are the chances of a competitor executing a similar strategy?
     In that case, what would happen?

     [] Are the strategies consistent with the political environment
     within the company?

     [] Have you made sure your strategies are based on facts, and not
     assumptions?

     [] Does the overall strategy leave you critically vulnerable to a
     shift in market behavior?  Are all your eggs in one basket?

     [] Is your appraisal of the competition open-minded and honest?

     [] Is your strategy legal?

     [] Is the success of your strategy based on your ability window? What
     are the chances of failure?

     [] Have you thoroughly examined alternative strategies?  Do you
     have a sound, deductive rationale for your recommendations?

Next Steps

Based on the strategic plan, decisions that must be made now cover XXX.

The information needed to make those decisions includes XXX.

     [] Data, research results, etc.

Key decisions to be made in the near term (next six months) are XXX.

     [] Plus decisions to be made after six months, but before the next
     fiscal budgeting process?

The information needed to make both of these decisions with confidence
includes XXX.

     [] Primary research projects (topic, time frame, budget).

     [] Secondary research studies (topic, vendor, timeframe, cost).

The most sensible research recommendations are to XXX.

     [] List questions you need immediate answers to.

     [] See also Focus Group Research for a detailed plan of action.
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