Marketing Strategy Formulation

Marketing Strategy
Formulation

This presentation combines a number of best practice marketing
concepts from Saatch&Saatchi, Pixar and others, connected
together to create a simple and systematic approach to help focus
brand/product strategy formulation.
AMD Marketing, the Marketing arm of Darwish Brothers company,
hopes that readers will find this useful.

• Introduction
• Strategy Overview
• Problem Solving
• Solution Frameworks
• Strategy Formulation

Introduction

“The Best”, “The Most Trusted”, “Like No Other” etc. and many more
Marketing & Branding statements that we encounter on a daily basis,
contributing to Brand Commoditization.
No matter how a brand distinguishes itself, it’s status and sheer survival are in
the hands of the Consumer.
i.e. Brands are in the hands of THE PEOPLE..
PEOPLE POWER

No.. Not that type of Power

This type:

This effect is the result of what has been
recently branded a “Lovemark”
(Saatchi&Saatchi).
Lovemark: A Product, Service or Entity that
inspires Loyalty Beyond Reason.
- Saatchi&Saatchi

Saatchi&Saatchi’s Love/Respect Axis
BRANDS
Low Love
High Respect
LOVEMARKS
High Love
High Respect
PRODUCTS
Low Love
Low Respect
FADS
High Love
Low Respect
RESPECT
LOVE
High Respect and High
Love is the place to
be. This is Lovemark
territory.
Low Respect and High
Love. This is the land of
fads, trends and
infatuations. Last month’s
gotta-haves. Next month’s
has-beens. Hairstyles and
Pop Stars. You can have a
lot of fun down here but
you won’t get Loyalty
Beyond Reason.
The High Respect
and Low Love where
most major brands
are stuck. Functional
benefits, solid
performance, and
always fixed on those
"e-r" words. Newer,
brighter, stronger,
bolder and worst of
all, cheaper. Needed
but not desired.
Low Respect & Low Love
quadrant. This is the
positioning of classic
commodities. Public
Utilities, low value
transactions. Essential to
our lives but going
nowhere. Zero brand
heat.

Unknown
Known
Known for
something
Known for
good things
Known for
things that
are different
Known for
things that I
care about
The journey
to a
Lovemark…
Saatch&Saatchi’s Love/Respect Axis
The Lovemark Journey

“Lovemarked” Customers become amazing advocates of
the brand..
They Defend You!

the brand..
Promote You!

the brand..
Forgive You!

the brand..
Challenge You!

No matter what the business objective is, all brands should
aim to be in the LOVEMARK quadrant to guarantee the
success and sustainability of the business..
..and this is where the strategy formulation begins

Market Situation Mapping

Market Situation

(Include main Social and Environmental
factors, e.g. customer behavioral
attributes, weather conditions and
seasonal factors, geographical factors etc.)
(Include Market information including
market share, market trends, new
technologies and any significant market
factors both qualitative and quantitative)
(Include economical dimensions e.g. GDP,
growth trends, currency rates, trade
aspects and any other factors directly or
indirectly affecting economical situation)
Executive Summary of Market Situation
Market Situation Social & Environmental Situation Macro-Economic Situation
Current Market Situation

Strategy Overview

Finding the
Problem
Defining the
Objective
Building the
Strategy
Setting the
Action Plan
Gathering the
Insight
Strategy Overview
Breaking down the strategy into key strategic levers clarifies the overall framework and
facilitates the approach.

Problem Solving

Find a Personal
Connection
Is the Problem Worth Solving?
Get out,
explore!
Connect the
unconnectable!
“One of the first things aspiring business owners need to do is create a product that is a must
have as opposed to a nice to have.”- Thomas Oppong, All Top Start-Ups. Here are some
approaches:

Does the problem occur often?
Does it affect a lot of people?
Do people really care?
Frequency
Density
Pain
Frequency, Density and Pain

Lost the
Battle
Lost the
Battle
One Less
Warrior
One Less
Warrior
One Less
Horse
One Less
Horse
Horse Lost
a Shoe
Horse Lost
a Shoe
Not Enough
Nails
Not Enough
Nails
THE ISSUE
THE ROOT CAUSE
Why?
Why?
Why?
Why?
Therefore
Therefore
Therefore
Therefore
The WHYs

Solution Framework

The effectiveness of the solution and the ease of delivery all come down to removing
friction.
Friction of the Solution
How hard is it
for a user to
access the
solution ?
How hard is it
for a user to
access the
solution ?
How hard is it
for a user to
understand
the solution?
How hard is it
for a user to
understand
the solution?
How hard is it
for a user to
use the
solution?
How hard is it
for a user to
use the
solution?

The OIIC is a framework to capture the best thinking and force simplicity in every
strategy. (Saatchi&Saatchi).
A real,
transformational
and measurable
business objective
The one thing
currently
preventing us
from meeting the
objective
The simple truth
we know about
people that will
help us overcome
the issue
What we need to
do (not say!) to
meet the objective
Objective Issue Insight Challenge
The OIIC
Saatchi&Saatchi

FIRST:
Potential Issues
If we “filer” the
Issue, is the
Objective
obviously
achievable?
If we “filer” the
Issue, is the
Objective
obviously
achievable?
The OIIC
Saatchi&Saatchi

What is the capital of the USA?
Insight. Information.
Insight Versus Information
Saatchi&Saatchi

Weeks & Williams JM: Only 27% of respondents expressed a positive attitude about
Porsche 911 Drivers.
Yet 89% agreed “it would be my lucky day” if given a chance to be one.
Insights:
Challenging Assumptions
Saatchi&Saatchi

• Age: 66
• Raised in the UK
• Married
• 2 Children
• Lives in a Castle
• Wealthy and famous
• Age: 66
• Raised in the UK
• Married
• 2 Children
• Lives in a Castle
• Wealthy and famous
Insights:
Segmentation in terms of observable attribute
Saatchi&Saatchi

“The practice has been built on the core principles from improvisation, which are: accept all
offers (accept the idea, don’t reject it), use “yes, and …” instead of “yes, but …”, and make
your partner look good.” - Pixar
Brainstorming with involved stakeholders using
Pixar’s Plussing method

Strategy Formulation

Pivotal Questions & Strategic Levers
Strategic LeversPivotal Questions
This represents
the headline of
the strategy and
the guidelines for
implementation:
what problem it
aims to resolve
and what
approach it aims
to adopt
Strategy Statement
Answering the right questions is pivotal for generating the Strategic Levers that are the
main pillars for building the strategy.
SL 1:
Powerful
Visibility
SL 1:
Powerful
Visibility
SL 2SL 2
SL 3SL 3

Headline
Action 3
Action 4 Action 5
Action 1 Action 2
Action Action 1 Action 2 Action 3
Tactics 1:
Branding &
Communication
Action 1: Social
Media Advertising
Action 2 Action 4Action 3
SL 3
SL 1: Powerful
Visibility
SL 2
Strategy House

Create Prototype
Create and register Brand
6
Launch Phase 1
Acquire Investors
6
Test Prototype 2
7
Achieve Mission
Statement and update
for a further three year
plan
Develop Profile
4
5
7
4
5
Gather feedback
Action Plan

Thank you.
Ahmed M. Darwish
ahmed@darwishbros.com
General Manager & Principal Consultant
Darwish Brothers

Marketing Strategy Formulation

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