Daniel & Friends / Services / Marketing strategy
Marketing strategy
A marketing strategy defines where you play and how you win: market, segments, brand, mix and budget. It answers what and why (tactics only answer how), fits on a single page and carries a clear decision on what you say no to. We build it on marketing science (Binet & Field, Ehrenberg-Bass) rather than the four hundred concepts that are mostly noise, and it is born with your team in a workshop, not at a desk into a drawer.
What we'll do for you
- Diagnosis before prescription: an honest analysis of market, brand and competition (in the spirit of Rumelt's kernel)
- Positioning and value proposition (STP) that hold up in the customer's head, not just on a slide
- Segmentation and targeting by behaviour and buying situations, not demographic clichés
- The brand-building to activation ratio, the 60/40 rule in practice
- A marketing mix that includes pricing and distribution, not just promotion
- A one-page strategy plus an action plan with priorities, budget and owners
- Measurement on penetration, market share, revenue and profit, the 4 metrics your board cares about
- A workshop with your team so they own the strategy, instead of it ending up in a drawer
Result → A one-page strategy and a budget you can defend to your CFO.
What you get out of it
- A clear decision on where you play and how you win, instead of a list of activities
- Budget deployed where the brand and revenue actually grow, not where it merely looks good
- Team, marketing and leadership speaking one language and pulling the same way
- A one-page strategy the team actually uses, not a binder on a shelf
Frequently asked questions
What is evidence-based marketing?
Marketing built on how people actually decide and buy, meaning data and replicated science (Ehrenberg-Bass, Binet & Field). Not 50-year-old frameworks like AIDA.
Which marketing metrics actually matter?
Four: penetration (how many new customers you win), market share, net sales and profit. Everything else is a supporting indicator. You can't book likes into the P&L.
How does the engagement work?
A month of diagnosis (data, market, customers), then strategy and plan, then execution with your team or ours. We bill hours worked and never bundle.
Further reading: What is strategy: the complete guide (types, plan vs. tactics, how to write one) →