Building a Winning Enterprise Marketing Strategy

Introduction

• Welcome to this course

1. The Brand Choice: Umbrella or Distinct

• The brand as a strategic unit of analysis
• Umbrella versus distinct branding

2. The Customer Choice: Acquire or Retain

• Defining a customer
• Customer loyalty
• Customer acquisition
• Customer retention
• Balancing acquisition and retention goals

3. Business Category

• How to define your category
• Leadership and earn-share strategies

4. Four Ways to Go to Market

• Acquisition leadership strategy
• Retention leadership strategy
• Retention earn-share strategy
• Acquisition earn-share strategy

5. How to Change Customer Beliefs

• Understanding customer needs in your category
• Selecting a core or dynamic belief for your brand
• Deciding whether to change importance or perception
• Developing an impactful value proposition

6. Changing Customer Behaviors

• Aligning execution to customer behaviors
• Product and service alignment
• Pricing alignment
• Channel distribution alignment
• Communications alignment

7. Benchmarks

• Strategy integrated marketing metrics

Conclusion

• Next steps