Strategic Marketing Plan (Go-To-Market Strategy) 2022

Marketing Strategy 1.

Define Marketing Objectives

2.

Key Message & Key visual

3.

Branding theme

4.

Media strategy

Market Research Methods Used: Situation Analysis Market Segmentation Customer Touch-point Journey

(A)

ATL: Mass media (Media buys)

(B)

BTL: Direct, targeted

Digital & Social Media FlowChart

(C)

TTL: Combination

4Ps: Product, Positioning, People, Pricing

5.

Plan Marketing Calendar & Timeline

6.

Content Strategy

7.

Layout Budgeting

Porter’s Value Chain

8.

Summary of Deliverables

Marketing Activities Breakdown

9.

Mid Campaign Evaluation

10.

Post Campaign Evaluation

Defining USP

PEST/SWOT/SMART

Marketing & Public Relations Vision Statement “A brand is more than the sum of its

When you think positive, good things happen

products or services. To go beyond tangible physical attributes and focus on brand equity, invoking emotional elements, perception, belief, impressions. ”

“Focusing on improving lead acquisition, opportunity nurturing, and building a better user experience journey.”

Customer Perceived Quality Thoughts, feelings, actions

Marketing Objectives Marketing, Branding & PR of a children’s animated series Lead Generation

Sales

Lead consumers through the sales funnel & build desire for consumer products.

Turn leads into real sales & consumption of company consumer products.

Branding

Customer Acquisition

Building visibility of brand: Brand Awareness, Brand Association, Perceived Quality & Brand Loyalty.

Build new audience growth in untapped markets. In existing markets, diversify marketing channels, adopt new approach.

Thought Leadership

Customer Loyalty / Re-Marketing

Position brand as a market leader.

Retain existing base of customers through reengagement, loyalty programs, personalised promotions etc.

Situation Analysis Audience focus: Couples with pre-school (2-8) children. Primarily targeting women, expecting mothers.

Branding focus tags: Dinosaur Train, Sparky Animation, animated series.

Competitors

Company

KOLs

Customers

Build and increase market segmentation of DT.

Branding and advertising of DT through KOL influencers criteria: Influencers must frequently feature prominently with their children in social media feeds, posts.

Market Segmentation Market Segmentation Breakdown

Geographic

Demographic

Psychographic

Behavioural

4P Marketing Strategy – Consumer Product Types Product Categories Marketing Rationale The selection of consumer product categories are based on existing market forecasts and outlooks. Products exist in different categories and some product categories continue to remain relevant for at least the next 5 years.

Audiences were also split under:

The monetisation categories for consumer products were chosen based on market share volume forecast.

Consumer product categories were then thoroughly research based on existing research available. Life cycle of products were also taken into consideration.

Psychographics: Measure of attitude, personality, lifestyle preferences, individual characteristics. Most millennials are tech-savvy and by choosing products that are in this range resonates with their behaviour. Apps, games, digital products are some of the products that bring about high confidence about the item they decide to buy for their children. They communicate frequently, using various social media tools like gifs, listen to podcasts etc.

The categories were then selected based on the AIDA model of consumer consumption. The following marketing strategies were used: 4Ps, PEST, SWOT, Porter’s Value Chain analysis, SMART. According to available market research the next 2 slides show the possible product categories that can bring in the most sales after achieving a fine balance between the 4Ps: Product, Positioning, Price and promotion. The next slides will highlight a list of possible product item categories from these 5 main product types.

Demographics: Dividing audiences into age, gender, income, family size, family life cycle, income, occupation. Research of millennial parents show that 3 in 4 have working mothers.

Behavioural traits: Product knowledge, they resonate more with established brands rather than seek out new, untested products by new brands. They are followers of fashion and fads and are brand conscious. Smart and targeted advertising appeal to them as they have been inundated with them since young. A value of a product is more important to them and also have a passion for music.

Demographic

Psychographic

Behavioural

PLACE PROD UCT TARGET MARKET PROM PRICE OTION

4Ps + PEST Analysis

Research: Global Markets Business Outlook 4P Marketing Strategy – Positioning Strategy

FMCG global markets are projected to reach: USD $15,361.8 billion by 2025, registering a CAGR of 5.4% from 2018 – 2025 CAGR values of 5-10% are desirable metrics

• • •

Geographic

Source: https://blog.euromonitor.com/estimating-category-leaders-in-fmcg-industries/ Source: https://www.alliedmarketresearch.com/fmcg-market Source: https://www.prnewswire.com/news-releases/global-fmcg-market-opportunity-analysis-2018-2019--2025---a-billion-new-consumers-in-emerging-markets-300913934.html

FMCG Markets Expected Growth Forecast 2018 - 2025

4P Marketing Strategy – Positioning Strategy 5 Key Product Types targeted: 1. Home Care 2. Packaged Food 3. Tissue & Hygiene 4. Beauty & Personal Care 5. Toys & Games

Average Category Leader Share across FMCG Industries

FMCG Markets Expected Growth Forecast • • •

Source: https://blog.euromonitor.com/estimating-category-leaders-in-fmcg-industries/ Source: https://www.alliedmarketresearch.com/fmcg-market Source: https://www.prnewswire.com/news-releases/global-fmcg-market-opportunity-analysis-2018-2019--2025---a-billion-new-consumers-in-emerging-markets-300913934.html

4P Marketing Strategy – People Strategy Buyer Persona 1 Women, married or otherwise young millennial families with children. Also known as Generation Y. Born between 1981-1996.

Age 23-38

Tends to favor quality over economy.

Finds fulfillment in her career and family. Brands matter.

Values time with a small group of friends, have smaller families and more willing to splurge on brands they are familiar with. The most spending power compared to Gen X or Boomers.

Defining the Target Audience Source: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/

Market Research

Primary Research

Secondary Research

4P Marketing Strategy – Pricing Strategy Low Quality

High Quality Industry News

Low Price

Focus Groups

Economy

Market Penetration

Interviews High Price

Observation

Web Sites and Social Networks

Skimming

Dinosaur Train Premium Product

Internal Sources

Defining Unique Selling Proposition Sales Metrics

Potential

Product

GAP A N A LY S I S Performance Time

Market

Needs

Who buys your product?

Asian Millennial Parents

What will the buyer use it for?

For daily use

Retailer Chain

Product Type

Packaging Type

Store Format

Size

Packaging Format

Sector

Flavour

Multi-Pack vs Single

Sub-Sector

Fat Content

Varient

Brand

Additives

Brand Owner

Sub-Brand

Price

Shelf Position

Product

Promotions

Etc...

Risks What does your product do that others don't?

What problem does it solve?

Reinforces difficult to teach ‘topics’ to children, like the importance of hygiene, personal care with an attractive packaging

Solution How does your product solve the problem and remove risks?

Consumer products are selected based on balanced, achievable commercial targets between suppliers, retailers and manufacturers so as to bridge the range and gaps that exist.

Porter’s Value Chain Support Activities

Company’s Infrastructure Ma

Human Resource Management

n rgi

Technology Development

Operations

Outbound Logistics

Primary Activities

Marketing & Sales

Service

Ma

Inbound Logistics

rgi n

Procurement

Marketing Activities - Breakdown Marketing Metrics on ROI

ATL, BTL, TTL Types

Social Media Content Strategy - Overview