This document outlines the agenda and content for a marketing strategy seminar. It begins with an introduction to marketing strategy and includes activities around target clients, analyses of internal/external environments and competitors, goal setting, and developing a marketing mix and branding strategy. The key topics that will be covered are defining target markets through segmentation; analyzing strengths, weaknesses, opportunities, and threats; setting SMART goals; and crafting a marketing mix that considers the 7 P's of marketing - product, price, place, promotion, people, process, and physical evidence. Branding will also be a focus, exploring how to develop a brand identity and attach desired meanings and attributes.

1. MARKETING STRATEGY
Creating your roadmap to success in 2019

2. 14:15-14:45
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TODAY’S ROADMAP
Seminar: introduction to marketing strategy
Activity: target clients
Activity: internal, environmental and competitor analyses
Coffee break
Activity: SWOT/TOWS
Activity: goal setting
Activity: marketing mix
Activity: branding
Final Q&A

3. A statement (implicit or explicit) of how a brand or product line
will achieve its objectives. The strategy provides decisions and
direction regarding variables such as the segmentation of the
market, identification of the target market, positioning,
marketing mix elements, and expenditures.
American Marketing Association
WHAT IS MARKETING STRATEGY?

9. THE IMPORTANCE OF MARKETING STRATEGY
➤ It describes you who you are, what you do and how you do it
➤ It helps you define your objective(s)
➤ It helps you understand how you can achieve them
➤ It helps you make informed decisions
➤ It helps you communicate consistently and effectively
➤ It helps you track your progress and measure your success

10. THE BUILDING BLOCKS
➤ Target clients
➤ Segmentation
➤ Targeting
➤ Environmental analysis
➤ Internal analysis
➤ PESTEL analysis
➤ Competitor analysis
➤ SWOT/TOWS analysis
➤ SMART goals
➤ Marketing mix
➤ Branding

11. THE TARGET MARKET
The group of consumers or
organisations that is interested
in the product or service, has the
resources to purchase it, and is
permitted by law and other
regulations to acquire it.
NetMBA.com

12. English to Italian
Marketing translation
Food, travel, tourism, hospitality
MY TARGET MARKET
All English-speaking companies
operating in the food, travel,
tourism, hospitality and
marketing industries that have
or are planning to have a
presence in Italy or want to sell
to Italian customers…
…and can afford me!

13. SEGMENTATION
The process of subdividing a
market into distinct subsets of
customers that behave in the
same way or have similar
needs.
American Marketing Association

14. MASLOW’S HIERARCHY OF NEEDS
Kent State University

15. SEGMENT DESCRIPTORS
Company size
Location
(Inter)national presence
Turnover
Culture
Values
Mission
Communication style
Channels
Decision-makers

16. SEGMENT DESCRIPTORS
Demographic factors
age, gender, life cycle stage
Geographic location
Social factors
education, occupation, income,
culture
Psychographic factors
attitude, desires, interests,
influences, lifestyle, media

17. TARGETING
Selecting which segment(s) to
serve based on size, growth,
competition, profitability and
compatibility
➤ Mass market
➤ Differentiated market
➤ Niche market

18. KNOW YOUR CLIENTS
➤ Helps you improve your
offering
➤ Helps you focus on the right
channels
➤ Helps you craft your
communications
➤ Helps you build or refine your
brand

19. KNOW YOURSELF
➤ Who are you?
➤ What is it that you do?
➤ What is your financial situation
like?
➤ Who are your current clients?
➤ What do you excel at?
➤ Are there any areas of
improvement?
➤ What assets do you have?
➤ What do you need?

20. KNOW YOUR MARKET
P
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21. KNOW YOUR MARKET
Political
Economic
Social
Technological
Environmental
Legal

22. KNOW YOUR MARKET
Political
Economic
Social
Technological
Environmental
Legal
➤ Opportunities?
➤ Threats?

23. COMPETITORS
➤ Who are they?
➤ What do they offer?
➤ How much do they charge?
➤ How do they promote?
➤ What are they good at?
➤ What do they struggle with?
➤ How do you compare?

24. SWOT ANALYSIS
HELPFUL HARMFUL
Strengths Weaknesses
Opportunities Threats
EXTERNALINTERNAL

25. TOWS MATRIX
STRENGTHS WEAKNESSES
Attacking strategy
Use strengths to capitalise on
market opportunities
Build strengths to attack
mitigate weaknesses to capitalise on
market opportunities
Defensive strategy
Use strengths to cope with
market threats
Build strengths to defend
Mitigate weaknesses to cope with
market threats
THREATSOPPORTUNITIES

26. S M A R T
GOALS

27. S M A R T
GOALS
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28. S M A R T
GOALS
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29. S M A R T
GOALS
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30. S M A R T
GOALS
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31. S M A R T
GOALS
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32. I want to earn more
SMART GOALS

33. I want to earn more
SMART GOALS
I want to grow sales by 30%
by the end of 2019

34. I want to grow my reputation
SMART GOALS

35. I want to grow my reputation
SMART GOALS
I want to get 10% more
referrals in 2019

36. THE MARKETING MIX

37. THE MARKETING MIX
Product: what service(s) do you offer?
Price: based on costs? On competitors? On what clients are willing to
pay? On value?
Place: where can clients find/buy your service(s)?
Promotion: how do you get the word out?
People: who are you and who are your collaborators?
Process: how do you do things?
Physical evidence: what’s the end product? What are the benefits?

38. Different target group/client
TARGET CLIENTS AND MARKETING MIX(ES)
Different marketing mix

39. MARIA, 25
Italian graduate
Moved to London to find a job
Uses Facebook
Trusts reviews and opinions
Limited budget
Informal but professional
communication style

40. MARIA, 25
Product: translation of CV
Place: online (via email)
Price: based on costs
Promotion: Facebook groups
People: me
Process: translation +
proofreading, constant feedback,
CV specialist consultation
Physical evidence: English CV
that got her a job in her
preferred field

41. LOUISE, 38
Director of a London-based
branding agency
Wants to please her customers
to grow her business
Likes face-to-face interactions
Speaks at events
Very active on LinkedIn
Uses a friendly, no-nonsense
tone

42. LOUISE, 38
Product: website translation into
8 languages
Place: online + office
Price: based on value &
customer
Promotion: networking
People: me + team
Process: analysis, translation +
proofreading + final QA, one
point of contact
Physical evidence: website in 9
languages, happy client

43. JACK, 56
Lawyer in an international firm
Wants to become partner
Great attention to detail
Hates technology
Trusts his colleagues
Formal, professional tone

44. JACK, 56
Product: certified contract
translation
Place: his office
Price: based on value
Promotion: word of mouth
People: me + team
Process: legal translation +
proofreading + certification
Physical evidence: certified
translated document (print
copy), deal signed

45. ➤ A brand is a name or a symbol, or a combination of the two,
that identifies and differentiates companies and products
from those of competition
(American Marketing Association, 2013)
➤ A brand is also the attributes and meanings that consumers
attach to that name or symbol, from the quality and benefits
of the product or service sold, to more complex values and
beliefs. it is those meanings and attributes that can ultimately
give the business a competitive advantage
(Keller, 2013)
WHAT IS A BRAND?

48. FUN
HAPPINESS
FAMILY TRADITION
FRESHNESS
CHILDHOOD
FRIENDS JOY
PLEASURE TOGETHERNESS
CHRISTMAS QUALITY

49. Branding is the process that companies use to attach the
desired meanings and attributes to a name or symbol through
marketing programmes and other activities
Keller, 2013
A brand, when carefully managed to stimulate positive reactions
in the consumer, can bring value to the company
Keller, 2013
©2017
WHAT IS BRANDING?

50. Brand = visual identity + attributes/meanings
THE BRAND

51. THE BRAND
NAME
TAGLINE
LOGO
COLOUR PALETTE
FONTS
IMAGES
WHO YOU ARE
WHAT YOU DO
HOW YOU DO IT
BENEFITS
WHAT YOU SAY
HOW YOU SAY IT
VISUAL IDENTITY FEATURES/MEANINGS

52. THE BRAND NEEDS TO BE…
➤ Authentic
➤ Relevant
➤ Consistent

53. Measure everything
DON’T FORGET TO…

55. ACTIVITIES

56. 1. TARGET CLIENTS

58. 2. INTERNAL ANALYSIS

59. 3. EXTERNAL ANALYSIS

60. 4. COMPETITORS

61. 5. SWOT/TOWS

62. 6. GOAL SETTING

63. 7. MARKETING MIX

64. Social media
Website
Blog
Forums
Newsletter
Direct email
PPC
Cold calling
Leaflets
Brochures
Trade shows
Conferences
Public speaking
Networking
Mail drop
Sponsorship
PR
Advertising
PROMOTION

65. 8. BRANDING

66. MARTINA@3P-TRANSLATION.COM
3P Translation @martina3p 3p-translation.com
THANK
YOU!