Marketing Strategy Formulation

This presentation combines a number of best practice marketing concepts from Saatch&Saatchi, Pixar and others,

connected together to create a simple and systematic approach to help focus brand/product strategy formulation.

AMD Marketing, the Marketing arm of Darwish Brothers company, hopes that readers will find this useful.

• Introduction• Strategy Overview• Problem Solving• Solution Frameworks• Strategy Formulation

Introduction

“The Best”, “The Most Trusted”, “Like No Other” etc. and many more Marketing & Branding statements that we encounter on a daily basis,

contributing to Brand Commoditization.

No matter how a brand distinguishes itself, it’s status and sheer survival are in the hands of the Consumer.

i.e. Brands are in the hands of THE PEOPLE..

PEOPLE POWER

No.. Not that type of Power

This type:

This effect is the result of what has been recently branded a “Lovemark”

(Saatchi&Saatchi).

Lovemark: A Product, Service or Entity that inspires Loyalty Beyond Reason.

- Saatchi&Saatchi

Saatchi&Saatchi’s Love/Respect Axis

BRANDS

Low LoveHigh Respect

LOVEMARKS

High LoveHigh Respect

PRODUCTS

Low LoveLow Respect

High LoveLow Respect

High Respect and High Love is the place to be. This is Lovemark territory.

Low Respect and High Love. This is the land of fads, trends and infatuations. Last month’s gotta-haves. Next month’s has-beens. Hairstyles and Pop Stars. You can have a lot of fun down here but you won’t get Loyalty Beyond Reason.

The High Respect and Low Love where most major brands are stuck. Functional benefits, solid performance, and always fixed on those "e-r" words. Newer, brighter, stronger, bolder and worst of all, cheaper. Needed but not desired.Low Respect & Low Love quadrant. This is the positioning of classic commodities. Public Utilities, low value transactions. Essential to our lives but going nowhere. Zero brand heat.

Unknown

Known for

something

Known for good things

Known for things that

are different

Known for things

that I care about

The journey to a Lovemark…

Saatch&Saatchi’s Love/Respect AxisThe Lovemark Journey

“Lovemarked” Customers become amazing advocates of the brand..

They Defend You!

Promote You!

Forgive You!

Challenge You!

No matter what the business objective is, all brands should aim to be in the LOVEMARK quadrant to guarantee the success and sustainability of the

business..

..and this is where the strategy formulation begins

Market Situation Mapping

Market Situation

(Include main Social and Environmental factors, e.g. customer

behavioral attributes, weather conditions and seasonal factors,

geographical factors etc.)

(Include Market information including market share, market trends, new technologies and any significant

market factors both qualitative and quantitative)

(Include economical dimensions e.g. GDP, growth trends, currency rates, trade aspects and any other factors

directly or indirectly affecting economical situation)

Executive Summary of Market Situation

Market Situation Social & Environmental Situation Macro-Economic Situation

Current Market Situation

Strategy Overview

Finding the Problem

Defining the Objective

Building the Strategy

Setting the Action Plan

Gathering the Insight

Strategy OverviewBreaking down the strategy into key strategic levers clarifies the overall framework and facilitates the approach.

Problem Solving

Find a Personal Connection

Is the Problem Worth Solving?

Get out, explore!

Connect the unconnectable!

“One of the first things aspiring business owners need to do is create a product that is a must have as opposed to a nice to have.”- Thomas Oppong, All Top Start-Ups. Here are some approaches:

Does the problem occur often?

Does it affect a lot of people?

Do people really care?

Frequency

Density

Frequency, Density and Pain

Lost the Battle

One Less Warrior

One Less Horse

Horse Lost a Shoe

Not Enough Nails

THE ISSUE

THE ROOT CAUSE

Therefore

The WHYs

Solution Framework

The effectiveness of the solution and the ease of delivery all come down to removing friction.

Friction of the Solution

How hard is it for a user

to access the solution ?

How hard is it for a user to understand

the solution?

How hard is it for a user to use the solution?

The OIIC is a framework to capture the best thinking and force simplicity in every strategy. (Saatchi&Saatchi).

A real, transformational and measurable business objective

The one thing currently preventing us from meeting the objective

The simple truth we know about people that will help us overcome the issue

What we need to do (not say!) to meet the objective

Objective Issue Insight Challenge

The OIIC

Saatchi&Saatchi

FIRST:Potential Issues

If we “filer” the Issue, is the Objective obviously

achievable?

The OIIC

Saatchi&Saatchi

What is the capital of the USA?

Insight. Information.

Insight Versus Information

Saatchi&Saatchi

Weeks & Williams JM: Only 27% of respondents expressed a positive attitude about Porsche 911 Drivers.

Yet 89% agreed “it would be my lucky day” if given a chance to be one.

Insights:Challenging Assumptions

Saatchi&Saatchi

• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous

Insights:Segmentation in terms of observable attribute

Saatchi&Saatchi

• Age: 66• Raised in the UK• Married• 2 Children• Lives in a Castle• Wealthy and famous

Insights:Segmentation in terms of observable attribute

Saatchi&Saatchi

“The practice has been built on the core principles from improvisation, which are: accept all offers (accept the idea, don’t reject it), use “yes, and …” instead of “yes, but …”, and make your partner look good.” - Pixar

Brainstorming with involved stakeholders using Pixar’s Plussing method

Strategy Formulation

Pivotal Questions & Strategic Levers

Strategic LeversPivotal Questions

This represents the headline of

the strategy and the

guidelines for implementation: what problem

it aims to resolve and

what approach it aims to adopt

Strategy Statement

Answering the right questions is pivotal for generating the Strategic Levers that are the main pillars for building the strategy.

SL 1: Powerful Visibility

Headline Action 3

Action 4 Action 5

Action 1 Action 2

Action Action 1 Action 2 Action 3

Tactics 1: Branding & Communication

Action 1: Social Media Advertising Action 2 Action 4Action 3

SL 1: Powerful Visibility

Strategy House

Create Prototype

Create and register Brand

Launch Phase 1

Acquire Investors

Test Prototype 2

Achieve Mission Statement and

update for a further three year plan

Develop Profile

Gather feedback

Action Plan

Thank you.

Ahmed M. Darwish

ahmed@darwishbros.com

General Manager & Principal ConsultantDarwish Brothers

Marketing Strategy Formulation

Marketing

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