Strategic marketing

Insights & analysis

Congratulations! You already have the BIG business idea. More or less you already have a product or service in mind and where to offer it.

Before we start with anything else, let us dive deeper to look into market feasibility. To give us a better view of the opportunity, let us first explore the 5Cs:

• Country

• Category

• Competition

• Channels

• Customer

Route to market (RTM) strategy

Now that we understand the market landscape better, how do we make our products or services available? What is the best and most efficient route to reach our target customers?

This strategy encompasses everything from production and distribution to selling strategies, ensuring efficient and effective product delivery while aiming for satisfied customers and increased sales growth. Key considerations include:

• Understanding customer needs

• Choosing the right channels

• Balancing market penetration with control

Go to market (GTM) strategy

Now that we know the market, understand the best way to deliver our products or services, we need to have a plan on how to bring it to our target customers' attention and interest.

Our roadmap will detail our Marketing 6Ps:

• Proposition

• Product

• Pack

• Pricing

• Place

• Promotions

Brand strategy

Now that we know what, where and how to play, we need to determine our right to win. What is our purpose? What do we stand for? How do we want our target audience to perceive us? How do we stand out from the crowd?

Our brand strategy will be our long-term plan that will encompass our vision, values, personality and the unique benefits we provide. This will be the blueprint of all our future branding, content, communications and every marketing activity that we do.

Growth strategy

Ok, we are up and running but we're not going to stop there, are we? Same as in life, we all need to evolve, improve and broaden our horizons.

We will look into further opportunities beyond your current offerings, markets, channels and customers. This could be any of the following:

• Innovations or new product developments (NPDs)

• White space entry

• Category or channel extensions

• Sales & marketing capability building

Fractional marketing

Need executive level of marketing support but without the full-time commitment yet? Our fractional marketing affiliate, CanyonEdge can take on board all your marketing leadership responsibilities, as and when you need them - at a fraction of the cost.

Find out more: Reimagining the Marketing Landscape – Marketing Expertise at your finger tips (canyonedgeconsultants.com)