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The Marketing Edge
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Strategic marketing
planning
Marketing is not a
pseudonym for brochure, it is not an alias of advertising
nor does it mean pricing cutting. Marketing is, “The
provision of goods or services to meet consumer needs” Collins
Dictionary. Professional marketing puts the consumer at
its heart.
Many businesses know
that they need to up-weight their marketing activity, but
before contemplating an advertising campaign or producing
expensive leaflets it is important to pull together a strategic
marketing plan. Marketing communication is at its most
cost effective if there are set objectives what
does it want consumers to do, feel, think?
Strategic marketing
identifies consumer needs & trends, considers the current
marketplace and forecasts possible changes to those markets.
It looks at a company’s product portfolio, its pricing
structure, current promotional activity, what the competitors
are doing, and the category environment in order to develop
a range of new business opportunities.
To maximise return
on investment all companies need a strategic marketing
plan, and that plan needs to be practical, creative and
affordable: spending quality time on this less visible
form of marketing is fundamental to a company’s success.
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" Marketing
is not an art of finding clever ways to dispose
of what you make. It is the art of creating
genuine customer value."
- Philip Kotler, Academic & Author
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