What Is Marketing Strategy All About?

While we have all heard about those memorable jargons of marketing – The 4 Ps, STP (Segmentation, Targeting & Positioning), Advertising, Engagement, etc. But how do these play out in real life?

In my experience, there are just 4 simple steps to making your Brand’s Marketing Strategy

- Uncovering your brand task

- Understanding your consumer

- Figuring out what to say

- Making the marketing plan

Uncovering your Brands Task

So, once you enter the corporate board room, the first question that you can expect your business head or managing director to ask you is – ‘what is your brand task?”. Now, of course, all of us want to deliver business growth and gain market share, however, very simply, brand tasks are broadly just two:

• You either grow the category
• Or you steal share

Growing the category is usually the task chosen by the market leaders like Coca-Cola or Cadbury Dairy Milk. It is relevant when you have a large share of the category and if the category grows, you get most of the benefit! It’s these task that leads to magical campaigns like “Kuch Meetha ho Jaye” or “Thanda Matlab Coca Cola”. Here you basically source business from…