marketing structure plan & execution
Follow strategy
-‐ Segmenting -‐ Targeting & -‐ Positioning
4P’s are tactical and must be preceded by strategic decisions
Philip Kotler
Segmented Target market insights
-‐ AMPS (SAARF) -‐ Neilson -‐ Own Market Research -‐ Own Knowledge
CENTRAL THEME
COMPETITOR REVIEW -‐ Brands & Central Offering -‐ Brand Positioning -‐ Vision/Philosophy -‐ Values -‐ Differentiators/Key Messaging -‐ Market Communications / Media choice
spend
Key target market profiles
Market: Age 25+ Men LSM 9-10 Middle Top Management Universe: 142, 000 people
Market: Age 35+ Men LSM 8-10 Self-Employed Universe: 858, 000 people
DIY/BIY Market: Age 25+ Men LSM 9-10 Home Owners Universe: 3 316 000 people
Retailers: Management at head offices of building, trade, retail & hardware chains. Trade Counters