2. Introduction
What will we cover today?
Objectives, strategies and tactics
Marketing objectives, why bother?
Strategic planning and marketing objectives
What are marketing objectives?
Identifying a good marketing objective
Prioritizing/choosing your marketing objective
Case study: MasterCard ‘priceless’
Q&A
3. Objectives, Strategies & Tactics
Term Metaphor Definition
Objective Destination • Goals you need to achieve:
– Specific
– Measurable
– Achievable
– Relevant
– Timebound
Strategies Road • How you will go about achieving your goals
– Role
– Positioning
Tactics Vehicle • Specific marketing mix elements and
initiatives you will employ to achieve the
strategy:
– TVC
– Outdoor/trade activities
– Sampling
4. The Brand Building Blueprint
Individual Brand Positioning
The way we want customers to perceive,
think, and feel about our brand relative to competition.
Business Objectives
--Volume -- Profit -- Share
Marketing Objectives
-- Penetration -- Loyalty
-- Conversion -- Share of Requirements
-- Frequency
Messaging Promo Merchandising Medical Con
Obj/Strat Obj/Strat Obj/Strat Obj/Strat
Tactics - Ideas that Implement The Positioning (and achieve Objectives!)
5. Marketing Objectives
The growth drivers of the brand
Are about motivating consumer behavior
The overarching behavior that is needs to be achieved in
order to realize the business objectives (which will be
contained in the budget, forecast or plan) such as
Sales
Market share
Profits
Identify what the marketing plan needs to do to
achieve business objectives
6. Case: Dove Brand Strategy House
To make women feel more beautiful every day by
challenging today’s stereotypical view of beauty
Become market leader of all segments within the market “women’s essential beauty products”.
Achieve a market share position from 35% to 45% within 3 years in all the segments.
Get 25% of current Dove & combined Increase frequency amongst
Increase loyalty Increase awareness
users to switch 35% of their beauty Conditioner users from 1.3
amongst current users amongst 20-30 yrs to
care regime to Dove by 2013 times a week to 3.9 times a
by 10% by 2014 40% by 2013
week by 2013
on Dove providing more
natural beauty care and
stands for ―real beauty‖
in blind product test on
New campaign focusing
Product optimalisation:
Reach 50% preference
real beauty lies within
via campaign on how
Development of Dove
young adult skin care
buying Dove products
program focusing on
development to meet
consumption on the
the 3.9 times a week
Educate consumers
and buy of hair care
beauty strength and
promotion on cross
Consumer loyalty
development for
often hair needs
specifically young
products once a
Consumer price
adults and their
New campaign
conditioning
weaknesses
Packaging
focusing on
lies within
Packaging
month
go
Measu
Measure Measure Measure Measure Measure Measure Measure Measure
re
7. The Key Marketing Objectives
Non-buyers of category Buyers of category
Growing Category Frequency Conversion Loyalty
Increase usage
Win new buyers for the Reduce parallel usage
frequency or occasions Increase penetration of
category or re-attract by increasing loyalty of
among own brand brand among category
former users to the current buyers of the
buyers or increase buyers/switching
category brand
purchase size
Example
Grow by winning people Grow by increasing Grow by winning people Grow by increasing
that do not yet use the usage frequency of that currently use other brand loyalty of current
products in the category current users of the companies’ products but users of your company’s
category not your company’s products
Brand A Brand A
Brand B
- Example - - Example - - Example - - Example -
8. Defining Barriers & Growth Decisions
Non-buyers of category Buyers of category
Growing Category Frequency Conversion Loyalty
Increase usage
Win new buyers for the Reduce parallel usage
frequency or occasions Increase penetration of
category or re-attract by increasing loyalty of
among own brand brand among category
former users of the current buyers of the
buyers or increase buyers/switching
category brand
purchase size
Barrier against buying Barrier against using
Barrier against category Barrier against brand
category more often brand exclusively
Need to explain why the Need to explain why the Need to explain why the Need to explain why the
category should be category should be brand should be bought brand should be bought
bought bought more often at all exclusively
15. Good Marketing Objectives
SMART
Specific
Measurable
Actionable
Relevant
Timebound
Vertically linked
Upwards to the Business Objectives
Achieving the change in behavior specified in the Marketing Objective will
lead to achievement of the Business Objectives
Downwards to the Marketing sub-objectives/strategies
Strategies will deliver the means to change that behavior
16. Marketing Objectives – Practical Tips
A good marketing objective reads something like
this:
Get [xx%] of [the target market segment] to
[purchase for the first time/switch/
increase their weight of purchase /buy more
frequently]
xx brand or product/line extension
within the [period of time]
17. What to use, and when…
Marketing objectives MUST address a commercial
objective – this drives the MO, but…
CO:Grow = Increase sales
MO: Requires decisions/judgment
Most attractive source of new volume (new users, use
occasions, SOR, switching, loyalty)
Market situation – is the product penetrated or market
saturated?
Clarity over the end behavior sought
18. Case Study: MasterCard ‘priceless’
Target Market
Demo/psycho/attitude
Adult 18+ credit card holders – especially those carrying multiple cards
in their wallets, including MasterCard – but who are really ―credit card
pragmatists‖ in that they don’t see a particular brand of card as a
badge of their worth or social status.
Usage/behavior
They typically use cash for most of their ―everyday necessity‖
purchases and/or another brand of card (such as VISA) for their bigger
ones (or when they are low on cash); also typically use another card to
access cash from ATM’s.
Needs
They really only need one card they can always depend on for all kinds
of purchases (and have no interest in/don’t need a card that is
supposed to stroke their egos, set their status, etc.).
19. Case Study: MasterCard ‘priceless’
Inferred brand marketing objective
Increase the frequency of MarsterCard use occasions by [xx%]
among current MasterCard card holders – especially for ‘every day
necessity’ purchases – by switching them from using cash or another
branded card within [xx months]
Actually this covers two behaviors that are sought:
More frequent use of the card instead of another
More purchases with the card over all (share of requirements)
Is it SMART?
Specific—Existing MC card holders users
Measurable— xx% of current MC users
Achievable—Based upon past campaign successes
Relevant—SOR increase and frequency leads to volume goals
Time-bound—within [xx] months of campaign
22. Richard Kohn & BDNInternational
Richard Kohn:
The MArchitect, key note speaker, marketing resultant
20 years + in global leadership roles across multiple
categories and industries
‘Designing & building beautiful, leading brands’
Brand Development Network International
Leading global marketing training & consulting practice
Specialist in tailored ‘Live Action Learning’ programs
The Leading Brands’ secret weapon
23. Contact
Richard Kohn
Email: richardkohn@gmail.com
Blog: The Marchitect
Tel: +31624487867
BDNI contact details
BDNIEurope@gmail.com
Web: BDN International
