Strategy in Action

Ramiro Martins
Why my products
don’t sell?
“…the marketing objective is to
make sales unnecessary…”
Peter Drucker
 Problem of Concept!

Why my products
don’t sell?
Problem of Execution!

Circunstancial Issues!
Problem of Cocept!
 What would they buy?
How many would buy?
How would they buy? I understand my market!
Why should they buy?
How are they?

I undderstand
Consumers!
I know my market!

Markets where I might have a saying!

Who buys?
Why they don’t buy
Products like mine market !
mine?
How are they?

What do they buy? My products market!

How much? they buy? What do they buy?
How they buy? How much? they buy?
How they buy?
to whom do they buy?
Who buys?
I know my clients! Why they buy?
How are they?
Problems of Execution!
Strategy in Action
An integrative model of Marketing
and Strategy
 What’s
Strategy?
The word Strategy has it’s origins on the greek word strategos.
It was used to identify the responsible for the global plan of moving military forces on the field
aiming to defeat the enemies.
 What’s
Strategy?
“...Strategy is the global war plan and of it’s individual battles!
The role and involvement of each participant has to be analised and described”
Carl von Clausewitz teórico de Guerra, sec XIX
 What’s
Strategy?
Strategy in Corporations
is the overall plan on how to use the resources ( human,material,finantial)
aiming to defend the vital interests of the organization.
 Which are

the vital
interests
of the organization?
The vital interests of the organization are those who grant Continuity!
 Continuity is dramaticly enhanced by

competitive advantages.
 What’s a
Competitive
Advantage?
A competitive advantege consist on a unique set of features that generate value
in other words
it’s a diference that grants an advantage over competitors.
 The
Diferential Variable
 ...The
Diferential Variable
has to be positively
perceived
by
Consumers!
 HR Strategy

(...) Funding Strategy

Business
Strategy

Marketing Operations
Strategy Strategy

Conventional Model of Strategic Hierarchy

 HR Strategy

(...) Funding Strategy

Business & Marketing

Strategy

(…) Operations Strategy

Strategic Hierarchy of Strategy in Action

Marketing
Objectives

Business
Objectives
 Brand

Sub-Brand

Product

Business
Objectives
Observation Unit
Marketing
Objectives

The Observation Unit is the perspetive under which the strategic decision are evaluated and taken
 Brand

Sub-Brand

Product

Business
Strategy
Observation Unit
Marketing
Strategy

Category
Awareness
Brand
Awareness
 Brand

Sub-brand

Product Competences

Fundamental
Variables
Business
Objective
Observation Unit
Marketing
Objective

Category
Awareness
Brand
Awareness

Fundamental Variables represent the“...must have...” to be a

player on the Category, or the “Barriers to Entry” the category
 Brand

Sub-brand

Product Competences

Fundamental
Variables
Business
Objective
Diferential
Observation Unit
Variable
Marketing
Objective

Category
Awareness
Brand
Awareness

The Diferencial Variable represents the unique features

differentiating our business from Competitors on the
consumer perspetive!
 Brand

Sub-brand

Competences
Products

Fundamental
Variables
Business
Objective
Diferential
Observation Unit
variable
Marketing
Objective
Core
Competence
Category
Awareness
Brand
Awareness

Core Competences are the specific competences that support our

Diferential Variable
 Brand

Sub-brand

Competences
Product

Fundamental
Variables
Business
Objective
Diferential
Observation Unit Goal
Variable
Marketing
Objective
Core
Competence
Category
Awareness
Brand
Awareness

The Goal is the specific result targeted by the Business objective!

The Goal has to be:

Objective
Measurable
Time delimited
Realistic
 Brand

Sub-brand Competences

Product
Fundamental
Variable

Business Diferetial
Objective Variable
Observation Unit Goal
Marketing Core
Objective Competence

Category
Awareness
Brand
Awareness
 Segmentation

Goal

There are more than one hundred definitions of segmentation…

 Segmentation

Goal

In Strategy in Action segmentation is the

selection of customers we show our
Diferential Variable
 Segmentation

Goal Targeting

In Strategy in Action targeting is the prioritizing process of

customer sub-segments
 Segmentation

Goal Targeting

Positioning

Positioning is the process of providing arguments to customers to change their beliefs

 Positioning

Actual Belief Positioning Desired Belief

Actual Do Desired Do
 Segmentation

Goal Targeting Market capture

Positioning
 Market Capture
Capture Tactics

Acquisition Retention

Atract new Increase

Stimulate
customers to consumption
demand among users
the Category
Capture
Source
Atract new create new
Steal Share customers to situations of
the Brand consumption
 Segmentation
Acquisition Retention

Goal Targeting Market

Stimulate
Steal Share
Demand
Positioning
 Place

Price

Promotion

Segmentation Product
Acquisition Retention

Goal Targeting Mercado Comunicate

Stimulate
Steal share
demand
Positioning
 segmentation
Acquisition retention

Goal Targeting Mercado Comunicate Results

Stimulate
Steal Share
Demand
Positionig
 Modelo
Strategy in Action

Place
Brand

Sub-brand Competen Price

ces
Product Promotion
Fundamen
tal
segmenta Product
Business Diferetial tion Acquisiti
retention
Objective Variable on
Observation Comunic
Goal
Goal Targeting Mercado Results
Unit ate
Marketing Core
Objective Competen Stimulate Steal
Positionig Demand Share

Category

Brand