Strategic Marketing

"Some businesses are directed by leaders who have a ‘feel’ for the market and whose intuitive decisions lead to success. Intuition is an important ingredient of successful management, but few can say that it is so frequently correct that we can use it as the basis for managing a company. Markets change rapidly and the intuitive leader runs risks that are unacceptable to shareholders and employees.

Some companies merely respond to current demand. Providing the order book is full, they see no need for planning. When sales slow down pressure is put on the sales force to sell more. Planning systems that have not evolved from the origins of marketing planning are often based on the company’s financial budgeting process and are deemed to fail". 
Lancaster, Geoffrey, MSc PhD FCIM FLCC MCMI MCIPS

Being successful means to embrace and practice a science of evolution. Every successful company follows the continual update principal to secure sustainable brand health. As the general truth is - all brands are living breathing things. Only living and constant change brings the business long-term success. As human beings brands cannot remain static.

Having defined corporate objectives and identified SBUs within the company Strategic Marketing Audit is the first and the most decisive step of strategic marketing plan development including macro and micro environmental analyses with the appropriate models. The aim of this analysis is to identify the critical issues in the external and internal environment that may affect the organization and judge the impact they may have on the organization.

This includes PESTILE, industry, competitor and market analyses and research through marketing information system tools: marketing research, internal sources data and  marketing intelligence using the primary and secondary research methods. The audit will support to design and create predetermined CC (core competencies) to achieve the targeted KFSs using the internal auditing tools.

Strategic Marketing plan
Strategic Marketing Planning directs your business for increased sales and customer valued brand equity enhancement assisting to fully encompass all market opportunities, gain sustainable competitive advantage and buld long-term business success. 

Strategic Marketing plan development starts with the strategic marketing audit and ends up with IMC plan development with 12 month tactical project planning and detailed budgeting.

IMC strategy and integration of communications – as with anything else, attempts to combine, integrate, and synergize different elements of the promotional mix, so to consumers, messages through a variety of different mechanisms look, sound, and feel alike.

At Propaganda HQ, integrated approach is a defining philosophy that says every piece of communication we produce must speak with one voice, come from one place and carry consistent brand character. Truly great thinking crosses boundaries, from broadcast to print to promotions, from outdoor to online to in-store, from undercover marketing to viral and everything in between in order to deliver measurable results. 

IMC document will include: online and offline advertising, pr, internal marketing, sales promotion, public relations, sponsorship, relationship marketing, personal selling plans adjusted to the customer brand industry, business development stage and affordable budget.

Constant studies all over the world showed that IMC:
  • Increased communications impact;
  • Made creative ideas more effective;
  • Provided greater communication consistency;
  • Would improve client return on communication investment.

Which element is not a part of extended marketing mix 7 P’s model?