Marketing

Strategic and Foresight Analysis / Strategic Business Area

  • Environmental analysis, PESTEL method
  • Analysis of the attractiveness of the sector, supply and demand.
  • SWOT analysis
  • Analysis of the value chain.
  • Knowledge of the needs of consumers.
  • Choice of a strategy (diversification, concentration, cost control, niche, etc.) to exploit a competitive advantage with strong potential for sustainable growth.

Build a coherent marketing plan.

  • State the vision and mission of the company
  • Analyze the PESTEL environment
  • Analyze the supply and demand of the target market, SWOT
  • Choose the segment to invest
  • Determine primary and secondary targets
  • Detect opportunities to seize.
  • Set ambitious and realistic goals
  • Choose a strategy (diversification, concentration, cost control, etc.) to exploit a competitive advantage with strong potential for sustainable growth
  • Opt for a Marketing Mix consistent with its positioning.
  • Put in place actions to support the strategy and achieve the objectives.
  • Monitor and control actions

Segmentation and positioning

  • Know how to identify groups of buyers with similar needs and behaviors.
  • Evaluate the profitability of the segment.
  • Measure the size of the segment.
  • The different criteria of segmentation: Geographical, psychological, demographic, socio-cultural …
  • Define precisely the main and secondary targets.
  • Establish a good sustainable and profitable positioning: Product: Premium, Middle and Low class, Price: Premium, Good value for money, low price, Distribution: intensive, selective and exclusive and Communication: Prestigious, Fun & Basic

Operationalization of the budget and marketing plan.

  • Budget based on% of sales, based on business and / or competitive, life cycle etc.
  • Distribute the budget according to ATL & BTL positions: Advertising budget, Direct Marketing Budget, Promotion Budget, R & D Budget, Digital Budget
  • What budget for digital and for which target?

 

Brand building (development of existing brands or new brands)

  • What is a brand?
  • What brand identity? Visual identity and personality.
  • Have a discriminating distinctive sign
  • Have consistency in his offer.
  • Evaluate the value of a brand via the trademark tunnel
  • Develop your digital presence

How to take advantage of digital in a world dominated by new technologies.

  • Use social networks to maintain contact with customers.
  • Enriching blogs.
  • Use the forums to promote your brand and products.
  • Take advantage of e-mailings to promote its products.
  • Know how to place your banners for a better impact.
  • Build an interactive Web site.

 

Pricing (definition of the price strategy)

  • Premium price strategy
  • Skimming strategy
  • Market penetration strategy
  • Optional strategy
  • Strategy Price package or bundle
  • Competition strategy, based on market competition