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- Strategic Planning
- Work with executive teams to develop a one- to three-year strategic business plan
- Facilitate strategic planning process across the company or business unit
- Facilitate strategic planning off-sites and work sessions
- Develop a PowerPoint presentation of the business plan, for internal and external audiences
- Marketing Plan Development
- Define a focused, winning plan–whether launching a new product or managing an existing business
- Define achievable objectives—whether on a big or a small budget
- Understand the infrastructure of the market you are entering, and what barriers and opportunities exist within that infrastructure
- Prioritize the marketing mix for your business, according to your goals
- Estimate launch costs based on market share objectives
- Create compelling presentations to the press and financial community
- Launch Management
- Manage all aspects of implementing the Marketing Launch Plan
- Help get the product “in the door” with the right distribution channels
- Demand Creation
- Create advertising, promotions and other programs that will make the target customers buy
- Develop and project-manage joint-marketing programs with partner companies
- Measure the effectiveness of marketing programs
- Naming and Branding
- Develop branding and product naming strategy
- Recommend research to provide input or feedback for branding and naming decisions
- Work with outside agencies or internal teams to generate brand names that meet the strategy
- Develop an integrated brand campaign to build mindshare equity
- Positioning and Messaging
- Position your products, category and company – with a competitive edge
- Create compelling marketing messages for multiple audiences and media
- Develop a why-to-buy statement that convinces customers to buy now
- Competitive Analysis
- Know your competition and why they sell
- Analyze competitors’ strengths and weaknesses in terms of technology, pricing and distribution, market perception, marketing programs, etc.
- Create marketing “warfare” programs to gain market share versus the competition
- SWOT Analysis
- Help your team or company understand its product’s or business’ strengths, weaknesses, threats and opportunities
- Perform SWOT analyses on key competitors
- Packaging and Merchandising
- Set design objectives to maximize sales off-the-shelf and off a web page
- Develop a comprehensive merchandising plan that optimizes shelf location and sales
- Work with agencies to design a creative merchandising campaign that meets plan objectives
- Work with design firms and store chains to implement national and chain-specific merchandising programs
- Channel Strategy and Programs
- Set a distribution strategy and develop programs to achieve desired distribution levels
- Develop a channel promotions plan to achieve revenue, inventory, and channel penetration objectives
- Work with agencies to design programs and implement the plan at a global, national or chain-specific level.
- Web Site Strategy
- Recommend web-based programs to increase sales and improve customer retention
- Evaluate the effectiveness of a website (or sub-site) vis-à-vis sales and marketing objectives
- Increase sales off a web site using proven promotions and merchandising techniques
- Research Management
- Define research goals and objectives
- Manage search and selection of a research firm
- Work with researchers to develop a questionnaire, execute the research, evaluate findings, and report results
- Marketing Project Management
- Project-manage marketing and product management projects
- Create project schedules, define milestones and deliverables, and manage team meetings and processes to complete the project successfully and on time
- Marketing Training and Seminars
- Conduct customized seminars for your marketing and sales teams. Topics include:
- “ChannelCrafts: A Promotions and Merchandising Primer”
- “Selling off a Web Page: Retail Merchandising Goes E-Tail”
- “How Not to Spend Your Marketing Dollars”
and more
- Facilitate workshops on positioning, market analyses, promotions planning, and more
- Marketing Organization Development
- Define and help build the organization that will execute the marketing or business plan
- Help define roles and responsibilities among various marketing teams
- Facilitate marketing offsites
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