Marketing Planning

The Shimoda Group will help you construct a plan based on marketing fundamentals.  Together we will insure that your plans

- are consistent with your strategy; and

- address evolving consumer needs and related, new  communication requirements

Establish a Base Reference - We will start with the Strategic Marketing Audit.  It may require mining your company's historical marketing database(s) to clarify the basis for your positioning and segmentation strategies, and research among marketplace data.

Take Stock - We'll assess the components of your marketing arsenal:  product or service improvements; pricing levels and competitiveness; your channels of distribution; and your brand's opportunities to communicate with current and potential customers. Your marketplace success will depend upon your capacity to stick to your strategy in every decision in every area.

Choose Your Weapons - Traditional marketing tools - television, radio, newspapers, direct mail, etc. have long been diminished in their ability to impact buying decisions.  In this day of multi-media proliferation, you have dozens upon dozens of marketing tools available to you.  You must consider utilizing a combination of these tools in order for you to reach, engage and effect a consumer commitment.

Be open to breaking the mold.  Consider alternatives.  They may invigorate your brand, delight your customers and surprise your competition!

Schedule Your Success - Set the scope and a timeframe for reaching your marketplace objectives.  Prioritize the "must have" versus "nice to have" efforts.