MARKETING STRATEGY

CAMPAIGN STRATEGY
TARGET GROUP
Demographics
Lifestyle
product usage
attitudes
Campaign length
CAMPAIGN CHARACTERISTIC
BRAND SALES
BRAND USAGE To attract X,000 new users or trialists To increase the frequency
of purchase or weight of usage by existing users by x%
BRAND FAME To increase spontaneous brand awareness by x% To increase
prompted brand awareness by x% To increase total brand awareness
(spontaneous and prompted) by x%
BRAND REPUTATION
BRAND PROFITABILITY
BRAND FRANCHISE
BRAND RESPONSE

timelines and deadlines

PRACTICALITIES
Budget
Timings
Other complimentarary activities

CORE PRODUCT OR SERVICE DESCRIPTION Name, including corporate owner,

manufacturer or house name, brand and variant names History new/old/how
developed and stage in life cycle Physical appearance, ideally presented
photographically Packaging, ideally presented photographically Description,
including variants Properties of a practical or functional nature Cost structure,
including pricing, margin and profitability MANUFACTURING OR SERVICE DELIVERY
Where manufactured (product) or located (service) Production capacity (product)
or customer handling capacity (service) Availability present/future Quality
control measures and trends Actual or potential product formulation or service
delivery changes DISTRIBUTION CHANNELS How sold bulk/individual packs/oneoff/subscription/membership, etc. Where sold: if more than one market, relative
importance How distributed online/wholesale/retail/direct Selling
arrangements, strengths and attitudes of sales force, distributors or franchisees
History of the brands communications campaigns 25 MARKET CONTEXT Market
size in volume and value Sales per market, if more than one Regional breakdown
Seasonal variations Market trends and segments Brand sales history and
trends Direct competitors brand shares and trends Similar data on related or
overlapping markets, which may affect the defined market and its brands USAGE
AND ATTITUDES Advantages and disadvantages, relative to competitors, ideally
based on comparative objective tests How used: penetration, frequency, volume
or weight of usage, etc. Usage occasion: time of year/month/week/day Perceived
attributes of brand and its competitors Customer brand portfolio/s and brand
share amongst brand users Important variations by customer type
BRAND POSITIONING Where the brand sits in the market and its competitive set,
based on a combination of qualitative and quantitative research Presented as a
brand map of relative market positionings if possible For example its position in
price terms: low/average/high or in image terms: young/old: traditional/fashionable,
etc.
BRAND COMMUNICATIONS
Brand media history and plans (with budgets) and examples of communications
campaigns in all media, with show reels etc.
Competitors communications spending history
Competitors communication themes and copy platforms
What has the brand learned from previous campaigns?
Evidence of effects of communications in market
KEY ISSUES FACING THE BRAND
What has prompted this communications activity?

Key issues facing the brand

loss of share
declining reputation
missing variant, etc.
SWOT Analysis