Right decision. Right Time.
The most frustrating thing about hindsight is that it always comes too late. Strategic marketing done right means anticipating challenges and being in the right position when opportunity arises.
Corona’s data, insights and strategy help our customers find the right answers to complex questions regardless of where they stand in the planning process. Combine it with our other services or take advantage of our know-how for a specific challenge. Our framework helps provide the right guidance for making smart decisions.
The following six steps outline the framework. Where do you stand today?
- Slide 2
- Situation
Internal/External Situation
Before you take any strategic steps, you have to know your starting point first. Corona Insights helps our customers through:
Data-driven insights:
- Assess the Internal situation - How can strengths and capabilities be leveraged best?
- Evaluate the External situation – What are the potential opportunities based on current market trends?
Leading to your strategy to:
- Establish marketing goals and objectives
- Establish high-level product-market strategy
- Market Segmentation
Market Segmentation
Once you understand the big picture operating environment, the Corona team uses data to segment the broader market in order to address:
Data-driven insights:
- Which segments are meaningful and actionable?
- How do segments compare according to key characteristics?
Leading to your strategy to:
- Identify the most attractive market segments to consider in light of marketing goals and objectives
- Target Market
Target Market
By helping our customers understand the breadth of opportunities available in identified market segments, the next step involves further understanding consumer needs, expectations and demands by asking:
Data-driven insights:
- What are the attitudes, needs and behaviors of consumers in our selected market segments?
- What is the demand for our current or potential product
offering(s)?
Leading to your strategy to:
- Choose final niche market(s) to serve and understand how your current or new product line will apply to each
- Positioning
Positioning
Knowing how products fit into the bigger market picture helps our customers make smart decisions about positioning to reach the hearts and minds of their target audience. The Corona team helps answer:
Data-driven insights:
- How is the current competitive landscape positioned?
- Where are the gaps to be filled? Where is there opportunity?
Leading to your strategy to:
- Create a unique selling proposition (USP) to anchor the product’s brand promise and personality and guide future communications
- Marketing Mix
Marketing Mix
Not every customer learns about your product in the same way. Understanding what communications to use and how tactical pieces integrate requires:
Data-driven insights:
- How do we most effectively and efficiently connect with the target audience?
- What is the optimal product mix, pricing, communications and channel structure/partners?
Leading to your strategy to:
- Develop and execute a tactical marketing plan and strategy to accomplish marketing goals
- Evaluation & Monitoring
Evaluation & Monitoring
Determining if you’ve been successful means gathering feedback, monitoring market response and measuring results. Corona helps our customers make any necessary adjustments going forward through:
Data-driven insights:
- Are we reaching our marketing goals?
- What is our return on investment of marketing activities?
- How is our market continuing to evolve?
Leading to your strategy to:
- Develop “scorecard” type metrics that make it easy for our customers to monitor their performance based on overall marketing goals
Next Steps
Need a partner to help amplify your efforts? Contact us to find out how our tailored processes can make the most of your marketing.
Learn about our work in other sectors or download a case study to read how we’ve helped other organizations like yours.
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