marketing strategy 1.0. srikanth srinivasamadhavan

7/31/2019 Marketing Strategy 1.0. Srikanth Srinivasamadhavan.

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Marketing StrategyBy Srikanth SrinivasamadhavanWhat is Marketing Strategy ?

Given below are 10 key learnings pillars. On every learning pillar are questions thatevery brand marketing person needs to answer (honestly ) in order to ensure rightstrategy for the brand. When cohesively put the answers will help you put your brandstrategy document (almost)

The author can be contacted at [email protected] . The author is currently working as GM. MediaServices for Unilever South Asia. Srikanth has 19 years of work experience in Consumer Goods and hasworked as Sales Manager, Brand Manager, Marketing Manager, Regional Insight Head and Category Head inUnilever. He has experience in Home and Personal Care Categories, Beverages, Icecreams, Baby Care andFeminine Hygiene (Sanitary Pads).
mailto:[email protected]:[email protected]


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Objective Strategy

What we want to Do ? How we want to do?


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10 rules in Marketing Strategy

These are my rules which I havestipulated are through my experience.These have formed my excellent

guiding principles when I haveformulated any brand / Marketingstrategy


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Rule 1

Strategy is about your point of view ongrowth hypothesis for your brand inthe medium and long term direction.


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How do you want to be perceived by yourconsumers and what is the value they see in yourbrand?
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Who are these consumers and where do the live?
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Rule 1

Strategy is about your point of view ongrowth hypothesis for your brand inthe medium and long term direction.

How do you want to be perceived by yourconsumers and what is the value they seein your brand?

Who are these consumers and where do

the live? If your brand wins, who losses and whatare you assuming about yourcompetition?


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Rule 2

Strategy is about creating a point ofdifference and hopefully this would besomething long lasting, different and

difficult to duplicate


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What makes your Brand valuable for the consumersand customers?


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What is the value you are creating for the organization?


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Rule 2

Strategy is about creating a point ofdifference and hopefully this would besomething long lasting, different and

difficult to duplicate What makes your Brand valuable for the

consumers and customers?

What is the value you are creating for theorganization?


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Rule 3

Strategy is about making a choice andtherefore not doing a few things.


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Rule 3

Strategy is about making a choice andtherefore not doing a few things. What are some of the choices which you

are not going to do?


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Rule 5

Strategy is about understanding whatit takes to execute the direction Do you have the organizational

competency to drive this strategy?


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Do you have the organizational competency to drivethis strategy?
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Rule 6

Strategy is about timing. Is your brand ready to leverage this

strategy?
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Rule 7

Strategy is about have a good team toexecute it Do you have a competent team which is

empowered to execute the strategy?


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Rule 9

Strategy is about aligning commitment Do you have a committed organization,

resources behind a committed strategy?


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Rule 10

Strategy is about knowing when tostop when things do not work moneypower cannot replace poor strategy Do you have clear benchmarks for

success and failure and clearlyunderstand when to stop.

marketing strategy 1.0. srikanth srinivasamadhavan

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