Appleton Greene – Strategic Marketing
Executive Summary
Appleton Greene Customer-centric marketing strategies are vital to capturing competitive advantage and sustaining business success. This service explores the core concepts and tools of contemporary strategic marketing management—from market segmentation and product positioning to consumer needs and buying behavior to digital and social media marketing. Your firm will emerge with the skills and framework to develop and manage an integrated marketing strategy that creates value for your customers and generates growth for your firm. Strategic Marketing is a unique approach to understanding customers and then leveraging it to design integrated strategic marketing plans in both offline and online environments. You’ll learn how to evaluate marketplace potential and risk, price products optimally to create and capture value, and then sustain that value over time, all with the goal of better understanding your firm’s unique ability to develop and deliver goods and services with meaningful customer value. Appleton Greene
Strategic marketing is a planning process that seeks to establish a clear direction and unified purpose for all marketing efforts. Its conclusions are documented in a marketing plan that is regularly updated. The five steps in strategic marketing are: identifying a mission; analyzing the situation; setting objectives; developing a marketing strategy; and planning for evaluation. Appleton Greene
Service Methodology
Whether we are buying cereal, renting a car, purchasing furniture, choosing a bank, picking which navigation app to download, voting for a political candidate, deciding whether to shop online or at the store… everyone has options. It is the role of marketing to develop the product or service and offer it to the marketplace with the intent of being chosen by the targeted buyer. To be the chosen one, the option you offer must represent the best comparative value perceived by the intended buyer. Appleton Greene
Product Development and Marketing are dynamic functions which simultaneously take into account all the elements of value and all the factors affecting perception. The goal is to deliver the best Comparative Perceived Value to the marketplace. One time purchases where the buyer will not be back in the marketplace for a long period of time are approached differently by marketers than consumables where the purchase/consumption/repurchase cycle is short. In the latter case, buyers may share their purchases across different brands and the marketer’s goal may be to maximize their share of that buyer’s purchases. Marketing is a continuous, ongoing process. Competitive changes in benefits or costs will trigger buyers’ re-assessment of values. Also, factors affecting an individual’s perception can cpv12 cpv13 change over time… whether it’s demographics (like age, income, household status) or changes in a brand’s reputation or new communications campaigns. Understanding this process will determine how marketing should be organized within a company, and with outside agencies and consultants. Appleton Greene
This service aims to implement a tangible business process that enables a company to proactively plan, develop, implement, manage and review a competitive marketing strategy, which will then be driven by designated Key Stakeholders within the organization. A Stakeholder Management approach will be used to achieve commitment, ownership and to decentralize the strategic marketing process in order to facilitate both consumer and employee engagement. Appleton Greene
Service Options
Companies can elect whether they just require Appleton Greene for advice and support with the Bronze Client Service, for research and performance analysis with the Silver Client Service, for facilitating departmental workshops with the Gold Client Service, or for complete process planning, development, implementation, management and review, with the Platinum Client Service. Ultimately, there is a service to suit every situation and every budget and clients can elect to either upgrade or downgrade from one service to another as and when required, providing complete flexibility in order to ensure that the right level of support is available over a sustainable period of time, enabling the organization to compensate for any prescriptive or emergent changes relating to: Customer Service; E-business; Finance; Globalization; Human Resources; Information Technology; Legal; Management; Marketing; or Production. Appleton Greene
Service Mission
Strategic Marketing is the way a firm effectively differentiates itself from its competitors by capitalizing on its strengths (both current and potential) to provide consistently better value to customers than its competitors. In principle it’s that simple, but it means a lot more than getting creative with the marketing mix. Armed with a thorough understanding of the firm’s capabilities and aspirations, the customer market and the competitive landscape, the mission of this service is to maximize a firm’s positive differentiation over competitors in the eyes of its target market. It does this by answering 3 key questions; where, how and when should the business compete. In understanding this, it’s no surprise that a Strategic Marketing Plan will often lay a framework for fundamental change in the way a firm works and how it engages its markets. Business-to-Business (B2B) Marketing, like any area of management, has both strategic and operational components. While operational marketing (marketing management) is concerned with developing a suitable marketing mix to realize a set of defined business goals, Strategic Marketing on the other hand is concerned with defining what the business needs to ‘be and become’ to consistently beat the competitors by delivering consistently better value. Appleton Greene
Simply put, the mission of this service is to decide:
1. Which markets to compete in (where to compete).
2. What the basis of the firm’s competitive advantage is going to be (how to compete), and
3. When and how the firm will enter each market (when to compete)
Understanding the marketing process is essential for anyone looking to advertise a good or service. With these five steps, you’ll be on your way to creating a successful advertising campaign. Marketing is the process in which advertisers attempt to create profitable relationships with consumers, while establishing a profit for their goods or services. In addition to generating new customers, marketers must also focus of customer retention. The marketing process has five key steps that lead to a successful advertising campaign. Appleton Greene
Mr Gersovitz is an approved Senior Consultant at Appleton Greene and he has experience in marketing, management and finance. He has achieved a Master of Business Administration, a Bachelor of Science and he is an Adjunct Professor. He has industry experience within the following sectors: Retail; Food & Beverage; Advertising; Consumer Goods and Hypermarkets & Supermarkets. He has had commercial experience within the following countries: United States of America and Canada, or more specifically within the following cities: San Francisco CA; Seattle WA; Toronto ON; Boston MA and Los Angeles CA. His personal achievements include: launched 4 new products; developed category standard for variety identification; founded 2 promotion services companies; secured 4 packaging patents and developed new brand identity & positioning. His service skills incorporate: value proposition; product development; advertising content; retail promotion and idea generation.
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