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  • The Concept: 2004/05 Strategic Planning Thoughts

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    Pankaj Kumar
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    This document outlines a strategic plan for a marketing agency to increase revenue and market share. It identifies increasing penetration in fast-moving consumer goods and developing skilled employees as priorities. The 2003/04 strategy focuses on maximizing the agency's strengths through imagery, products/services, and presentations while driving volume gains with new and existing clients. Preliminary plans include raising spontaneous awareness through mass media, strengthening the agency's image, and promoting trials and usage.

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    This document outlines a strategic plan for a marketing agency to increase revenue and market share. It identifies increasing penetration in fast-moving consumer goods and developing skilled employees as priorities. The 2003/04 strategy focuses on maximizing the agency's strengths through imagery, products/services, and presentations while driving volume gains with new and existing clients. Preliminary plans include raising spontaneous awareness through mass media, strengthening the agency's image, and promoting trials and usage.

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    6 views5 pages

    The Concept: 2004/05 Strategic Planning Thoughts

    Uploaded by

    Pankaj Kumar
    This document outlines a strategic plan for a marketing agency to increase revenue and market share. It identifies increasing penetration in fast-moving consumer goods and developing skilled employees as priorities. The 2003/04 strategy focuses on maximizing the agency's strengths through imagery, products/services, and presentations while driving volume gains with new and existing clients. Preliminary plans include raising spontaneous awareness through mass media, strengthening the agency's image, and promoting trials and usage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 5

    THE CONCEPT

    2004/05 Strategic Planning Thoughts

    Current Key Issues


    Strong image but revenue still relatively low.

    Penetration on the FMCG remains low.


    Relatively liquor rather than FMCG Very strong, clear the concept imagery but sometimes seen as lacking substance.

    All other agencies are becoming more aggressive in their activity

    Future Growth Strategy


    Develop Skilled manpower by Training and removing any Client barriers to Order their requirement. Maximize share within the category Increase Penetration level in FMCG .

    2003/04 Strategy
    Maximise The Concept strength relative to Other Agencies
    Imagery [Mailer / Advertisement] Product /Services [mix ability Other value added services] Presentation [Brochure, Achievement Record]

    Driving volume gains through


    New client Heavier, more regular Services among current Client

    2003/04 Preliminary Plan Ideas


    Drive spontaneous awareness
    Mass media:Press/Office /H.O. Brochure Brand Tie-Ups

    Drive Image
    Working for Good Brand link with real professional people, working hard with partying hard

    Drive trials / usage


    Show up presentation and implement

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