Strategic consulting

Marketing strategy

A marketing strategy is a document that defines in a structured way your goals and objectives for the next year or several years, as well as the key methods of achieving these goals. It includes working with the company's existing resources (goods, services, advertising materials, supply and promotion channels), as well as bringing new products to the market, entering new sales segments, and optimizing the company's work. This is a development plan based on the capabilities of the external environment and the internal potential of the organization, synchronizing its resources to achieve specific goals, such as sales volumes, market share, and the number of customers.

The marketing strategy is based on market analysis, consumer research, marketing audit of competitors, their assortment, advertising, as well as analysis of the company's internal resources (ABS and XYZ analysis and other methods).

On the basis of the conducted research, the concept of the company's development in the market is formed, which defines the key focus of the company, around which a full-fledged marketing strategy is already being formed, which includes:

Current situation of the company and the market

Goals and tasks for the nearest period

Formation of the company's target audience for the strategy period

Product development strategy, sales channels, advertising and promotion, as well as pricing strategy

A list of the main tools and tactical moves to achieve the key and intermediate goals of the strategy

Control points and possible strategy adjustments.

Methodology of marketing strategy development and strategic consulting

Each client is assigned one of our experts with at least 5 years of experience. He conducts strategic sessions with the client, analyzes data and creates an intelligent product at the head of a working group based on the results of research and brainstorming.

Inverra company offers services that will fully support the strategic marketing function in the company:

Development of a complete strategic complex:

1. The overall marketing strategy, including the brand model

2. Innovative strategy

3. Product strategy

4. Pricing strategy

5. Promotion strategy

6. Communication strategy

Each type of strategy is a separate element of the project with clear deadlines and an agreed format for delivering results.

Implementation of marketing strategy

Inverra company helps the client to achieve high employee involvement in the implementation of the new strategy, create working groups, measure indicators and adjust plans taking into account new realities. You are assigned an employee with a certain number of working hours who is engaged in tactical activities within the framework of the company's work.

Support of marketing strategy implementation

In the case of strategy support, the key performers are your employees with the regular participation of Inverra company experts in the client's strategic sessions. The frequency of joint strategic sessions is agreed with you in advance depending on the complexity of the product and the size of the company.

Stages of work on a marketing strategy

Working session

Analysis of the market environment and goal setting

The project team (the client and Inverra company experts) discuss the current market situation, competitors, goals and objectives, as well as the terms of their achievement, the resources that can be involved for this (monetary/human/other). We find out all the limitations of the work and build hypotheses.

Product analysis

We discuss the product (goods or service) in detail: advantages or differences from competitors, we "sharpen" our strengths and weaknesses as much as possible.

Customers

Our target audiences are identified, their motivation and contact points are studied.

As a result of the working session, a common view of the project and work methods is developed, a detailed brief is agreed upon: goals and objectives, terms, resources, the format of the obtained result, and the budget.

Express audit and the concept of market development

At this stage, a vision of the market is formed, trends are studied, research is conducted, hypotheses are tested and immersion in internal analytics takes place. As a result, you are offered up to 10 possible development concepts on the market. Concepts can relate to new products, sales and promotion channels, as well as other aspects of the company's work. After brainstorming with the client, 2-3 most effective and promising concepts are chosen, from which it will be necessary to choose one for further work on the strategy.

Structure of the "Concepts" document:

Market: volume, structure; determining one's market position

Main conclusions on competitors

Audience segmentation, portraits of existing customers and "future customers"

Market trends

Unique trading advantages of products

Brand positioning and values

Concepts to choose from (including insights, attributes, benefits and brand essence)

The format is a PowerPoint document. The deadline is 2-4 weeks

Strategy

The strategy is based on the chosen concept (brand model) and has the following structure:

The current situation and the company's place in the market: assortment/sales/marketing

Positions of the main competitors: companies, brands, their marketing and communication activity

Target audience: segmentation of the brand's target audience

Assortment and price policy

Goals and objectives of the strategy

Sales model

Directions of possible development: new markets/new needs/new positioning

Strategy for the development of existing and new products, their prices, sales channels and promotion

Work plan for 1 year

Necessary resources, budget

Development forecast

Performance evaluation system

Alternative scenarios in case of changing market conditions

The format is a PowerPoint document. The term is 4-6 weeks