Marketing 5

1. Product Branding Strategy

Branding is a key aspect of marketing that helps create identity, recognition, and loyaltyamong consumers.

Key Strategies for Branding & Market Success

“If you fail to plan… you are planning to fail.”

A strong branding strategy requires a clear plan, including:

1. Marketing Plan – Defines how to position and promote the product in the market.

2. Channel Plan – Identifies the best distribution channels to reach the target audience.

3. Sales Plan – Aligns the brand’s goals with sales strategies to drive growth.

Key Actions:

• Highlight important categories, brands, channels, and target consumers.

• Develop channel and customer plans that align with the sales department’s goals.

• Apply market insights to execute strategies effectively.

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2. Product Life Cycle (PLC)

Every product goes through a life cycle that determines how it should be marketed and managed.

Stages of the Product Life Cycle

1. Relaunch – Reintroducing or updating a product to maintain relevance.

2. Retain – Keeping the product in the market through continued branding and promotions.

3. Penetration – Expanding market share by increasing product availability and marketing efforts.

4. Innovation – Enhancing the product or introducing new versions to sustain interest.

Key Takeaway:

Products must continuously evolve in quality, branding, and sales strategies to remain competitive.

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3. Market Trends & Strategy Alignment

To ensure product survival, businesses must be aware of:

• Current market trends that influence consumer behavior.

• Changes in competition that could affect sales performance.

• Opportunities for innovation to differentiate the brand.

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4. Setting Targets in Account Planning

Targets are essential for driving business growth and should be based on:

• Sales projections

• Market trends and insights

• Baseline performance and growth potential

Sales Projection Components:

• Baseline Sales – Expected revenue without additional marketing efforts.

• Promotions – Boost sales through advertising and discounts.

• Store Expansion – Increase sales by entering new locations.

• New Product Development (NPD) – Introducing new products to drive growth.

• Loss Management – Mitigating factors that could decrease sales.

Waterfall Chart:

A method to track sales performance, showing:

• Positive Growth (+10%, +24K, etc.)

• Negative Growth (-50%, etc.)

• Stable/On-Par Performance (0%)

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5. Key Takeaways

• A structured branding strategy ensures a strong market position.

• Products go through a life cycle that requires ongoing management.

• Understanding market trends helps in strategic decision-making.

• Sales projections and target setting are crucial for business growth.