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Marketing Strategy & Planning - OCT

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Location

CitizenM

40 Trinity Square

London

London

EC 3N 4DJ

United Kingdom

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Refund Policy

Refund Policy

Refunds up to 7 days before event

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Event description

Description

Overview

Marketing Strategy is the process of determining where to focus resource in order to generate the maximum level of growth and profit over the medium to long term.

Marketing strategy sets out the direction of travel and makes sure that we are working with the right number of brands in our portfolio and that we are optimising our marketing investments. In addition Marketing Strategy provides the necessary context for Annual Brand Planning


Who should attend?

  • SBM and Marketing Managers who are responsible for preparing both the 3-5 year strategic plans but also the Annual Brand Plans


Learning Outcomes



Understanding the Strategic Planning Process:

  • Segmentation

  • Targeting

  • Positioning

How to write the 3 year strategic plan and the 1 year Annual Brand Plan to drive brand growth

Activity Evaluation

Course Content

Day 1

Brand Strategy and Planning process

Definitions


Key questions:

  • Who? – The Target

  • What? – SMART Objectives

  • How – The Position


What is a brand?

What is a brand vision?

Brand Positioning Framework


  • Brand Roots

  • Market Definition

  • Competitive Set

  • Target Audience

  • Insight

  • Benefits – rational & emotional

  • Reasons to Believe

  • Differentiating Benefits

  • Values

  • Personality

  • Brand Essence

Day 2

  • Brand Architecture

  • Portfolio Strategy

  • Developing your 3 year strategic Brand Plan

  • Audit Wheel

  • Business and Marketing Objectives

  • Brand Loyalty Funnel

  • P.I.T.A

Day 3

Keep in mind:

  • Media Neutrality

  • Zero Based Budgeting


1 Year Activity Plan

Situation Analysis

Developing Brand Activities

Integrated Brand Plans and Activity Timing Plans & Budgets

Selling the plans internally

Measurement & Evaluation

Summary and Key Take Outs

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Date and Time

Location

CitizenM

40 Trinity Square

London

London

EC 3N 4DJ

United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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