Lesson 6

Strategic and
Tactical
Marketing
 Strategic Tactical
Marketing Marketing

- expresses the goals - expresses the specific

of the organization activities that are
that are achieved needed to achieve the
through marketing goals of the
efforts organization.
 Strategic Tactical
Marketing Marketing

- general plan of - refers to the actions a

action aligned with company undertakes in
the company’s vision order to execute an
and goals organization’s strategy
 Strategic Tactical
Marketing Marketing
- the thinking process - refers to a detailed
that outlines the action program
course of action
towards the
achievement of a goal
 Strategic Tactical
Marketing Marketing

- has a longer time - covering a shorter

frame, usually three period
to five years
Strategic Marketing Tactical Marketing

- will always come first - consists of the

because it shows activities needed to
where the company implement the
wants to go in terms strategies
of growth and in
relation to its
competitors
 Strategic Tactical
Marketing Marketing
- is the idea - is the action
 Steps in describing marketing
tactics in the marketing plan:

 1. Prepare an action plan.

 2. Name the necessary resources and
monitor the allocated budget.
 3. Identify how the success of the
tactics will be measured.
 Steps in describing
marketing tactics in the
marketing plan:

1. Prepare an
action plan.
 Action Plan
Action Time Frame Team Requirements/
Member issues to note

Post regular March 1-30, Jane Post at least twice a

updates about 2017 (30 week.
the product days before Aside from the
launching on the the company’s own
company’s launching) content, share also
social media reviews and blog
pages. posts of online
influences about the
product.
 2. Name the necessary
resources and monitor
the allocated budget.
3. Identify how
the success of the
tactics will be
measured.
 Applying Strategic Marketing
and Tactical Marketing
Strategic Marketing
To achieve global presence, Domino’s
innovated its menu.
Tactical Marketing
To implement this marketing strategy,
Domino’s employs the following tactics:
a. The pizza has bread, sauce, and
cheese in all countries except China.
b. Half of the toppings are standard all
over the world, while the other half is
customized depending on the country
in question. In Asia, the toppings are
usually seafood and fish. In India, it
is curry.
 Applying Strategic Marketing
and Tactical Marketing
Strategic Marketing
To achieve global presence,
Nike formed long-term
partnerships with
international companies for
sponsorships.
Tactical Marketing
To implement this marketing
strategy, Nike’s employs the
following tactic:
a. Nike participated in
championships and
tournaments with partners
where Nike was exposed to
a global audience.
 Applying Strategic Marketing
and Tactical Marketing

Strategic Marketing Tactical Marketing

The Nike ID platform Creation and delivery of

which caters to customized products
international markets. depending on the
preferences of the
customers
 Applying Strategic Marketing
and Tactical Marketing
Strategic Marketing
To reach its goal of increased global
presence, McDonald’s marketing
strategy is to adapt its menu by
including a local flavor specific to
each country where McDonald’s is
located.
Tactical Marketing
Introduction of menu items
exclusive to certain countries, such
as Teriyaki Mac Burger in Japan;
Pineapple Pie in Thailand;
Traditional Brazilian cheese bread
in Brazil; McToast in Croatia; and
Crispy Veggie Burger in Finland.
 Applying Strategic Marketing
and Tactical Marketing
Strategic Marketing Tactical Marketing
Coca-Cola’s marketing The following are the
strategy is to focus on marketing tactics used:
a.) Coca-Cola put up the
charitable programs that
Coca-Cola Foundation which
impact small currently benefits around 300
communities around the organizations in more than
world. 70 countries worlwide.
Applying Strategic Marketing
and Tactical Marketing
Strategic Marketing Tactical Marketing
b.) Another tactic is to prioritize
three areas which have impacted
million of lives
• Women: economic
empowerment and
entrepreneurship
• Water: access to clean water;
water conservation, and
recycling
• Well-being: education, youth
development, and other
community projects
Applying Strategic Marketing
and Tactical Marketing

Strategic Marketing Tactical Marketing

c. Coca-Cola supports
worthwhile projects such as
strengthening arts and
culture in the US, as well as
HIV/AIDS awareness and
prevention programs in Latin
America and Africa.