Strategic Marketing Planning

The first phase of engagements with Heather Hughes start at the top with a company review and outlook. This helps set the stage for all work to come.

Following is an outline of typical items included in the Strategic Marketing Planning phase.

  • Company Review & Outlook
    • 10,000 Ft. View
      • Where are we today?
      • Where are we going?
      • How are we going to get there?
    • Revenue Growth Goals
    • Business Strategy
    • Top Three Challenges
    • Top Three Opportunities
    • Product Overview & Roadmap
  • Market Analysis
    • Market Overview
    • Market Sizing: Potential Revenue By Sector, Segment
    • Market Share Analysis
    • Market Opportunity
  • Competitive Analysis
    • Strengths, Weaknesses, Opportunities, Threats
    • Positioning, Messaging Analysis
  • Customer Analysis
    • Mindset, Motivators, Psychographics
    • Demographic Profile
    • Decision-Making, Purchase Process
    • Most Important Product/Service Attributes & Benefits
  • Sales Cycle Review, Analysis
  • Strategic Positioning & Messaging
    • Brand Strategy
      • Brand Category, Positioning
      • Brand Attributes
      • Brand Benefits
      • Brand Promise, Unique Selling Proposition
      • Brand Personality
    • Corporate Positioning & Messaging
    • Product Positioning & Messaging