This document provides an overview of developing an effective marketing strategy. It outlines performing environmental research through PEST analysis and market research to understand customer needs. Based on the findings, an appropriate marketing mix is created, consisting of product, price, place, and promotion decisions. The strategy and marketing mix are presented in a marketing and branding package. Customer research is also conducted to provide feedback and evaluate results in achieving the objectives of increased customer satisfaction and profit.

1. Marketing Strategy
Very Brief Overview

2. To put it simply
How you are going to use the
elements of the marketing
mix to achieve your set
objectives
Customer Satisfaction and Profit

3. How?
• PEST
Environmental • Market research
Research
• Product decisions
• Pricing decisions
Creation of • Place (distribution) decisions
Marketing Mix
Strategy
• Promotion decisions
• Customer research
• Results
Market feedback

5. The
market
offer

6. So for your Marketing
and Branding Pack Part 1
50% of the available 1. Write a summary of your research
marks findings (PEST and Market)
2. Summarise your strategy ( one
paragraph max)
3. Detail your marketing mix ( full
explanation of each element decision
backed up by references to your
research)
4. Short conclusion as to why you think
this mix will result in success.

7. Part 2 Your Branding Strategy
1. Must be based upon and reflect your M mix
offer
2. Must provide your offer with a ‘personality’
3. Needs to be described clearly with supporting
references linked back to your research and
marketing mix offer.

8. Lets let someone else talk