marketing strategy formulation
TRANSCRIPT
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Marketing Strategy Formulation
Copyright 2016 © Darwish Brothers. All Rights Reserved.
This presentation combines a number of best practice marketing concepts from Saatch&Saatchi, Pixar and others,
connected together to create a simple and systematic approach to help focus brand/product strategy formulation.
AMD Marketing, the Marketing arm of Darwish Brothers company, hopes that readers will find this useful.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
• Introduction• Strategy Overview• Problem Solving• Solution Frameworks• Strategy Formulation
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Introduction
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“The Best”, “The Most Trusted”, “Like No Other” etc. and many more Marketing & Branding statements that we encounter on a daily basis,
contributing to Brand Commoditization.
No matter how a brand distinguishes itself, it’s status and sheer survival are in the hands of the Consumer.
i.e. Brands are in the hands of THE PEOPLE..
PEOPLE POWER
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No.. Not that type of Power
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This type:
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Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
Copyright 2016 © Darwish Brothers. All Rights Reserved.
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This effect is the result of what has been recently branded a “Lovemark”
(Saatchi&Saatchi).
Lovemark: A Product, Service or Entity that inspires Loyalty Beyond Reason.
- Saatchi&Saatchi
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Saatchi&Saatchi’s Love/Respect Axis
BRANDS
Low LoveHigh Respect
LOVEMARKS
High LoveHigh Respect
PRODUCTS
Low LoveLow Respect
FADS
High LoveLow Respect
RESP
ECT
LOVE
High Respect and High Love is the place to be. This is Lovemark territory.
Low Respect and High Love. This is the land of fads, trends and infatuations. Last month’s gotta-haves. Next month’s has-beens. Hairstyles and Pop Stars. You can have a lot of fun down here but you won’t get Loyalty Beyond Reason.
The High Respect and Low Love where most major brands are stuck. Functional benefits, solid performance, and always fixed on those "e-r" words. Newer, brighter, stronger, bolder and worst of all, cheaper. Needed but not desired.Low Respect & Low Love quadrant. This is the positioning of classic commodities. Public Utilities, low value transactions. Essential to our lives but going nowhere. Zero brand heat.
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Unknown
Known
Known for
something
Known for good things
Known for things that
are different
Known for things
that I care about
The journey to a Lovemark…
Saatch&Saatchi’s Love/Respect AxisThe Lovemark Journey
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“Lovemarked” Customers become amazing advocates of the brand..
They Defend You!
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“Lovemarked” Customers become amazing advocates of the brand..
Promote You!
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“Lovemarked” Customers become amazing advocates of the brand..
Forgive You!
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“Lovemarked” Customers become amazing advocates of the brand..
Challenge You!
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No matter what the business objective is, all brands should aim to be in the LOVEMARK quadrant to guarantee the success and sustainability of the
business..
..and this is where the strategy formulation begins
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Market Situation Mapping
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Market Situation
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(Include main Social and Environmental factors, e.g. customer
behavioral attributes, weather conditions and seasonal factors,
geographical factors etc.)
(Include Market information including market share, market trends, new technologies and any significant
market factors both qualitative and quantitative)
(Include economical dimensions e.g. GDP, growth trends, currency rates, trade aspects and any other factors
directly or indirectly affecting economical situation)
Executive Summary of Market Situation
Market Situation Social & Environmental Situation Macro-Economic Situation
Current Market Situation
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Strategy Overview
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Finding the Problem
Defining the Objective
Building the Strategy
Setting the Action Plan
Gathering the Insight
Strategy OverviewBreaking down the strategy into key strategic levers clarifies the overall framework and facilitates the approach.
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Problem Solving
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Find a Personal Connection
Is the Problem Worth Solving?
Get out, explore!
Connect the unconnectable!
“One of the first things aspiring business owners need to do is create a product that is a must have as opposed to a nice to have.”- Thomas Oppong, All Top Start-Ups. Here are some approaches:
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Does the problem occur often?
Does it affect a lot of people?
Do people really care?
Frequency
Density
Pain
Frequency, Density and Pain
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Lost the Battle
One Less Warrior
One Less Horse
Horse Lost a Shoe
Not Enough Nails
THE ISSUE
THE ROOT CAUSE
Why?
Why?
Why?
Why?
Therefore
Therefore
Therefore
Therefore
The WHYs
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Solution Framework
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The effectiveness of the solution and the ease of delivery all come down to removing friction.
Friction of the Solution
How hard is it for a user
to access the solution ?
How hard is it for a user to understand
the solution?
How hard is it for a user to use the solution?
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The OIIC is a framework to capture the best thinking and force simplicity in every strategy. (Saatchi&Saatchi).
A real, transformational and measurable business objective
The one thing currently preventing us from meeting the objective
The simple truth we know about people that will help us overcome the issue
What we need to do (not say!) to meet the objective
Objective Issue Insight Challenge
The OIIC
Saatchi&Saatchi
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FIRST:Potential Issues
If we “filer” the Issue, is the Objective obviously
achievable?
The OIIC
Saatchi&Saatchi
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What is the capital of the USA?
Insight. Information.
Insight Versus Information
Saatchi&Saatchi
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Weeks & Williams JM: Only 27% of respondents expressed a positive attitude about Porsche 911 Drivers.
Yet 89% agreed “it would be my lucky day” if given a chance to be one.
Insights:Challenging Assumptions
Saatchi&Saatchi
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• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous
• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous
Insights:Segmentation in terms of observable attribute
Saatchi&Saatchi
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• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous
• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous
Insights:Segmentation in terms of observable attribute
Saatchi&Saatchi
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“The practice has been built on the core principles from improvisation, which are: accept all offers (accept the idea, don’t reject it), use “yes, and …” instead of “yes, but …”, and make your partner look good.” - Pixar
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Brainstorming with involved stakeholders using Pixar’s Plussing method
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Strategy Formulation
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Pivotal Questions & Strategic Levers
Strategic LeversPivotal Questions
This represents the headline of
the strategy and the
guidelines for implementation: what problem
it aims to resolve and
what approach it aims to adopt
Strategy Statement
Answering the right questions is pivotal for generating the Strategic Levers that are the main pillars for building the strategy.
SL 1: Powerful Visibility
SL 2
SL 3
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Headline Action 3
Action 4 Action 5
Action 1 Action 2
Action Action 1 Action 2 Action 3
Tactics 1: Branding & Communication
Action 1: Social Media Advertising Action 2 Action 4Action 3
SL 3
SL 1: Powerful Visibility
SL 2
Strategy House
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Create Prototype
Create and register Brand
6
Launch Phase 1
Acquire Investors
6
Test Prototype 2
7
Achieve Mission Statement and
update for a further three year plan
Develop Profile
4
5
7
4
5
Gather feedback
Action Plan
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Thank you.
Ahmed M. Darwish
General Manager & Principal ConsultantDarwish Brothers