Strategic Marketing Plan

► Define and Size Target Markets  ► Identify Product Benefits ► Define Positioning ► Recommend Marketing Strategy

In developing a Strategic Marketing Plan, KJ & Co. places a strong emphasis on research and analysis to hone the target market definition, market segmentation, market sizing, perceived product benefits, product positioning, and pricing (may constitute a separate Pricing Strategy project).  We consider the research and analysis to be critical because many of the "Top 10 Reasons Why New Products Miss Their Revenue Targets" are the result of incorrect fundamental assumptions in the strategic marketing plan.  In developing the Strategic Marketing Plan, KJ & Co. works closely with the client to determine specific, measurable, and attainable objectives.  The plan includes a clear definition and sizing of the target market and key segments, description of the product benefits as perceived by the target market/segments, product positioning, pricing strategy, recommended customer acquisition and retention programs, top-level marketing communications strategy, and channel support strategy. 

The Strategic Marketing Plan is particularly helpful for companies that are launching new product lines or entering new markets.  It provides direction for marketing implementation by internal staff and external resources such as advertising, direct marketing, and public relations agencies.

Typical project duration*:  4 - 6 weeks