Page 6 - Going for Growth: Targeting Today's Diverse Consumers

GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER 5

Let’s take a look at a classic strategic planning process:

SIZE THE
EXECUTION OPTIMIZE OPPORTUNITY BUSINESS

DEFINE
MEASURE
TARGET STRATEGY

MARKETING ROLE
IMPLEMENT & PRIORITIZE
CAMPAIGN
BUDGET

DEFINE CRAFT BRIEF
SUCCESS WITH INSIGHTS
MEDIA &
CREATIVE
STRATEGIES
M A R K ETIN G STR ATE G Y

Regardless of your business category or company culture, it is likely that you are using some
form of this process to take your brands and services to market, aligning internal resources
against goals and objectives and evaluating your impact as you execute and refi ne.

Now, let’s revisit this process by adding a necessary aspect of modern marketing:
Culture. By weaving a cultural thread of accountability and competency into every aspect
of the process wheel, the work being done takes on a new dimension. With this addition,
marketers are engaging in a modern marketing process that can help them identify and
leverage growth opportunities.