ENTERPRISE FUNCTION - Strategic Marketing
| Description | EN: The Strategic Marketing function is responsible for brand management, market research and analytic, pricing strategy and product segmentation. FR: La fonction Marketing stratégique est responsable de la gestion de la marque, des études et analyses de marché, de la stratégie de prix et de la segmentation des produits. |
|---|---|
| Name (FR) | Marketing stratégique |
| Related Capability Maps | 
Strategic Marketing Services |
| Packaging Library | 
Enterprise Operations |
FULFILLED CAPABILITIES
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Strategic Marketing Services (*)The Strategic Marketing Services map groups together all strategic marketing capabilities handled by Business Development.
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Brand Management
Encompasses the activities and strategies involved in building, managing, and promoting a brand to elevate its reputation and value in the marketplace. This capability focuses on creating a strong brand identity, ensuring consistent messaging, and implementing promotional efforts. By effectively managing these elements, it enhances brand recognition, fosters customer loyalty, and supports overall business growth.
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Market Research and Analytics
Involves gathering, analyzing, and interpreting market data to drive strategic decisions and refine marketing strategies. It encompasses data collection, rigorous analysis, and extracting actionable insights into consumer behavior, competitor actions, and market trends. These insights enable enterprises to identify growth opportunities, optimize marketing efforts, and allocate resources effectively, fostering competitive advantage and sustainable growth in target markets.
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Pricing Strategy (*)
Involves establishing and adjusting the pricing approach for products and services to align with market demands, competitive positioning, and customer value perceptions. This capability takes into account factors like cost, market conditions, and competitor pricing. By optimizing these elements, it aims to enhance profitability and market share, ensuring that pricing is both competitive and reflective of the product's value.
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Product Line Configuration
Focuses on how products within a line are structured, packaged, and offered to meet the diverse needs of different customer segments. This involves customizing features, pricing, and packaging to ensure a strong market fit. It is especially important in industries with multiple product variations to stay competitive and relevant.
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Product Segmentation (*)
Involves dividing products into distinct segments based on customer needs, preferences, demographics, and other relevant criteria. This capability enables the creation of tailored marketing strategies and offers that specifically address the unique requirements of different target audiences. By aligning products with distinct customer segments, it enhances relevance and effectiveness in meeting market demands.
MAP VIEW
Strategic Marketing (*)
Strategic Marketing Services (*)The Strategic Marketing Services map groups together all strategic marketing capabilities handled by Business Development.
-
Brand Management
Encompasses the activities and strategies involved in building, managing, and promoting a brand to elevate its reputation and value in the marketplace. This capability focuses on creating a strong brand identity, ensuring consistent messaging, and implementing promotional efforts. By effectively managing these elements, it enhances brand recognition, fosters customer loyalty, and supports overall business growth.
-
Market Research and Analytics
Involves gathering, analyzing, and interpreting market data to drive strategic decisions and refine marketing strategies. It encompasses data collection, rigorous analysis, and extracting actionable insights into consumer behavior, competitor actions, and market trends. These insights enable enterprises to identify growth opportunities, optimize marketing efforts, and allocate resources effectively, fostering competitive advantage and sustainable growth in target markets.
-
Pricing Strategy (*)
Involves establishing and adjusting the pricing approach for products and services to align with market demands, competitive positioning, and customer value perceptions. This capability takes into account factors like cost, market conditions, and competitor pricing. By optimizing these elements, it aims to enhance profitability and market share, ensuring that pricing is both competitive and reflective of the product's value.
-
Product Line Configuration
Focuses on how products within a line are structured, packaged, and offered to meet the diverse needs of different customer segments. This involves customizing features, pricing, and packaging to ensure a strong market fit. It is especially important in industries with multiple product variations to stay competitive and relevant.
-
Product Segmentation (*)
Involves dividing products into distinct segments based on customer needs, preferences, demographics, and other relevant criteria. This capability enables the creation of tailored marketing strategies and offers that specifically address the unique requirements of different target audiences. By aligning products with distinct customer segments, it enhances relevance and effectiveness in meeting market demands.