STRATEGIC MARKETING & PLANNING

A formal, written marketing plan is essential; in that it provides an unambiguous reference point for activities throughout the planning period. However, perhaps the most important benefit of these plans is the planning process it self. This typically offers a unique opportunity, a forum, for `information-rich' and productively focused discussions between the various managers involved. 

Our work in this area addresses key commercial issues including:

            - Definition of market and market shares 

            - Customer segmentation and precise target market identification 

            - Redevelopment of pricing and distribution strategies 

            - Customer service strategy

            - Product range management 

            - Identification of key commercial issues and risks 

            - Developm ent of independent market forecasts and market opportunity assessment

            - Customer management and customer retention planning 

            - Redevelopment of marketing plans and refinement of marketing performance measures

LANDMARK contributes in each and every step of marketing or business planning, where a strategic insight is very relevant concerning the development of a professional, practical and distinctively effective plan in action


Market situational analysis

    1) Current Situation - Macroenvironment

            - economy 

            - legal 

            - government 

            - technology 

            - ecological 

            - sociocultural 

            - supply chain

2)Current Situation - Market Analysis

            - market definition 

            - market size 

            - market segmentation 

            - industry structure and strategic groupings 

            - Porter 5 forces analysis 

            - competition and market share 

            - competitors' strengths and weaknesses 

            - market trends

3)Current Situation - Consumer Analysis

            - nature of the buying decision 

            - participants 

            - demographics 

            - psychographics 

            - buyer motivation and expectations 

            - loyalty segments

4)Current Situation - Internal

        - company resources - financial 

            - people 

            - time 

            - skills


    - objectives 

        - mission statement and vision statement 

        - corporate objectives 

        - financial objective 

        - marketing objectives 

        - long term objectives 

        - description of the basic business philosophy 

        - corporate culture

5) SWOT analysis (Summary of Situation Analysis)

            - external threats 

            - external opportunities 

            - internal strengths 

            - internal weaknesses 

            - Critical success factors in the industry 

            - our sustainable competitive advantage

6) Marketing research

            - information requirements 

            - research methodology 

            - research results

7) Marketing objectives

            - Quantitative and Qualitative

Segmented marketing actions and market share objectives)

            - by product, 

            - by customer segment, 

            - by geographical market, 

            - By distribution channel.

8)Marketing Strategy - Product

            - product mix 

            - product strengths and weaknesses 

            - product life cycle management and new product development 

            - Brand name, brand image, and brand equity 

            - the augmented product 

            - product portfolio analysis 

            - B.C.G. Analysis 

            - contribution margin analysis 

            - G.E. Multi Factorial analysis

9)Marketing Strategy - Price

            - pricing objectives 

            - pricing method (eg.: cost plus, demand based, or competitor indexing) 

            - pricing strategy (eg.: skimming, or penetration) 

            - discounts and allowances 

            - price elasticity and customer sensitivity 

            - price zoning 

            - break even analysis at various prices

10) Marketing Strategy - promotion

            - promotional goals

            - promotional mix 

            - advertising reach, frequency, flights, theme, and media 

            - sales force requirements, techniques, and management 

            - sales promotion 

            - publicity and public relations 

            - electronic promotion (eg.: Web, or telephone) 

            - word of mouth marketing (buzz) 

            - viral marketing

11) Marketing Strategy - Distribution

            - geographical coverage 

            - distribution channels 

            - physical distribution and logistics 

            - electronic distribution

12) Marketing tactics(IMC)

            - Marketing programs

            - Ethical detailing

            - Pharmacies programs 

            - Distributors programs

13) Implementation

            - personnel requirements 

            - assign responsibilities 

            - give incentives 

            - training on selling methods 

            - financial requirements 

            - management information systems requirements 

            - month-by-month agenda 

            - monitoring results and benchmarks 

            - adjustment mechanism 

            - contingencies (What if's)

14) Financial Summary

            - assumptions 

            - pro-forma monthly income statement 

            - contribution margin analysis 

            - breakeven analysis 

            - Monte Carlo method 

            - ISI: Internet Strategic Intelligence

15) Scenarios

            - Prediction of Future Scenarios 

            - Plan of Action for each Scenario

LANDMARK is rigorously adopting the concept of integrated marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact.

Promotional Mix:

            1. Advertising

            2. Direct Marketing

            3. Interactive/internet marketing

            4. Sales Promotion

            5. Publicity

            6. Public Relations

            7. Personal Selling

1) Advertising

Any paid form of non-personal communication about an organization, product, service, idea or cause by an identified sponsor.

2) Direct Marketing

A system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.

Direct marketing methods

            - Direct mail

            - Catalogs

            - Telemarketing

            - Direct response ads

            - Direct selling

            - Internet

Our insight, expert analysis, and role-specific guidance equip you to benchmark, assess, and plan a winning direct marketing strategy through:


            Strengthening your direct marketing capabilities 

            Assessing your email marketing program 

            Assessing your inbound marketing program 

            Defining and implementing a winning technology road map 

            Finding marketing and technology service partners 

            Socializing your direct marketing strategy at your organization

3) Interactive/Internet Marketing

A form of marketing communication through interactive media which allow for a two-way flow of information whereby users can participate in and modify the content of the information they receive in real time.

            - Email and search marketing

            - Behavioral and contextual targeting 

            - Social Computing (i.e., blogs, social networks, podcasting) 

            - User-generated content 

            - Mobile marketing

Use of the Internet as an IMC Tool

            - As an advertising medium to inform, educate and persuade customers

            - As a direct sales tool

            - To obtain customer database information

            - To communicate and interact with buyers

            - To provide customer service and support

            - To build and maintain customer relationships

            - As a tool for implementing sales promotion 

            - As a tool for implementing publicity/public relations programs

4) Sales Promotion

     Consumer-oriented

        Targeted to the ultimate users of a product or service - Coupons

            - Sampling

            - Premiums

            - Rebates

            - Contests

            - Sweepstakes

            - POP materials

Trade-oriented

Targeted toward marketing intermediaries such as retailers, wholesalers, or distributors

            - Promotion allowances

            - Merchandise allowances

            - Price deals

            - Sales contests

            - Trade shows

5) Publicity

Non-personal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

Publicity Vehicles

        News Releases: - Single-page news stories sent to media who might print or broadcast the content.

        Feature Articles: - Larger manuscripts composed and edited for a particular medium.

        Captioned Photos: - Photographs with content identified and explained below the picture.

        Press Conferences: - Meetings and presentations to invited reporters and editors. Special Events: - Sponsorship of events, teams,

        or programs of public value.

6) Public Relations

The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.

Public Relations

            - Press kits

            - Charitable donations 

            - Sponsorships

            - Community relations

            - Events

7) Personal Selling

Direct person-to-person communication whereby a seller attempts to assist and/or persuade perspective buyers to purchase a product or service.

Promotional Management

Coordinating the promotional mix elements to develop a controlled, integrated program of effective marketing communications.

LANDMARK Loyalty Marketing's strategy is to understand the preferred behavior of your best customers to drive more business and achieve true loyalty .They are your best sales prospects and your best opportunity to maximize profit. 

A good customer relationship means customer loyalty -- an extremely valuable commodity. LANDMARK Loyalty Marketing specializes in ROI-based loyalty marketing programs. We can provide you with customized relationship marketing solutions to keep your best customers coming back again and again, spending more on your products and services, and telling their friends about your company and what you offer.

Our advantage in developing and increasing customer loyalty for our clients is our unique understanding of preferred customer behavior in the design of our loyalty strategies. By successfully implementing and operating these customized programs, we can help our clients achieve true customer loyalty.


The basic benefits of using a loyalty program to obtain customer information are summarized below:

            1.Shift: Acquire new customers

            2.Lift: Increase the spending of existing customers

            3.Retention: Improve the natural churn rate of customers

            4.Profit mix: Shift spending to higher


Key Benefits of a Loyalty Marketing Program

            -Measurable increases in sales and profits

            -Increased brand awareness and enhancement

            -Opportunities to develop one-to-one relationships with your target audience

            -Improved customer retention

            -Cross promotion and alignment opportunities with complementary organisations

            -Excellent targeted promotional opportunities

            -A powerful medium to develop brand loyalty

            -Customer database knowledge to plan business and marketing strategies

            -Increased spending effectiveness of advertising and promotional budget dollars

            -An effective platform to specifically target your marketing communication.

1) Marketing Planning :

- Sometimes the client is undergoing a critical period in the lifecycle of the organization or the development of the market when no mistake can be afforded. The client then feels that he needs support in implementing the marketing plan from an experienced consultant. LANDMARK begins by co-developing the plan with the client's marketing staff, transferring to them the know-how of preparing a sound marketing plan. We also break the plan down to weekly activities with budget implications, and we supervise the implementation by the day.

- In certain cases, the client may not have a marketing department, but cannot afford not to attend to the marketing prerequisites of business success. LANDMARK has functioned as the external marketing department for these clients. We provided them with the marketing support expected from the most effective marketing departments they could imagine.

At a fraction of the cost of have setting up and maintaining the talents of their own marketing department, our clients obtained the experience and insight so difficult and expensive to attain, manage, and otherwise retain. 


2) Marketing Implementation :

LANDMARK can assist in implementation of Marketing Tactics, where co-operation and co-ordination with our clients' Sales and Marketing forces is established on a planned schedule with our Marketers.

LANDMARK can assist in implementation of all Integrated Marketing Communications needed for major campaigns; combining all the promotional Mix (Advertising, Direct Marketing, Personal selling, Sales Promotion, Public Relation and Interactive Marketing), besides material distribution and operating event preparations


3) Marketing Follow Up :

Ongoing Marketing Support Program

As part of our creative services package, we offer an ongoing monthly marketing consultancy program. This involves our marketing specialist coming to your office once or twice month and developing a plan to get you more customers and increase your presence in the marketplace. Usually taken out over twelve months, the marketing program gives you a real insight into whats happening in your industry and often unearths potential new business that you may not know ever existed. We start with a thorough evaluation of your current marketing, your industry and also your expectations from the consultancy. Most of our clients have found this consultancy invaluable in the development of their business and say that it allows them to organize, plan and carry out activities that they wouldnt normally consider.


4) Marketing Audits :

-Top management is entitled to an independent assessment of the vision, the processes, the practices, and the effectiveness of the marketing function. In the Marketing Audit, a team of consultants will begin by assessing the planning capacity, commercial acumen and soft skills of the marketing team. This would start by intense discussions of the current marketing plan (formal or informal), its components and the rationale behind its development. 

- More specifically, the team will analyze the pricing strategy, the logistics and distribution operations, the product mix portfolio and the promotional tactics of the company.

-By the end of this step, LANDMARK would have collected the needed information to constructively critique the internal marketing setup of the company.


5) Marketing Benchmarking :

Benchmarking is the process of identifying "best practice" in relation to both products (including) and the processes by which those products are created and delivered. The search for "best practice" can taker place both inside a particular industry, and also in other industries .The objective of benchmarking is to understand and evaluate the current position of a business or organization in relation to "best practice" and to identify areas and means of performance improvement.

We benchmark the marketing activities of the company against several direct competitors to be identified with management. The aim is to verify the assumptions that managers at different levels have about the market and their beliefs about the positioning of the company and its brands among its competitors.

Through this rigorous and systematic procedure, it is possible to assess the efficiency and effectiveness of the marketing function in the organization.

The diagnostic study identifies areas for improvement and provides specific recommendations to overcome weaknesses Benchmarking should not be considered a one-off exercise. 

To be effective, it must become an ongoing, integral part of an ongoing improvement process with the goal of keeping abreast of ever-improving best practice.

LANDMARK's International Marketing Services Portfolio comprises of the following services:

International Marketing plans

LANDMARK has extensive insight of preparing and executing international marketing plans and campaigns. Our plans help you deliver packages of products and services that are optimized around the reasons that customers use them.


Marketing on the Internet

We can offer you a comprehensive package to provide you with optimal visibility and ubiquity online. Winning a compelling online presence requires the implementation of effective Internet branding, search engine positioning, web interactivity and the application of advanced online relationship marketing techniques.


International Branding

Your brand is your promise. We can realize the vision you hold for your customers by seeding and nurturing your product/service brand into a holistic package which embodies your promise and vision. Keeping in mind the diversity of backgrounds and cultures of each country you want to operate in, which have a great impact on customer need.


International Market Research

Knowledge is Power. Researching the customer and market you are targeting is the most fundamental and essential activity you can invest in. We can provide you with rich 'Voice of the Customer' knowledge to enable you make the right Global business investments and decisions.