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