A marketing plan is a motivation GPS.


Defining the intangibles…

How does one define goals in measurable terms? How will you know when you’ve achieved these goals — and will accomplishing them generate more revenue? Broad, general goals are often rooted in claims that any business can make, true or not. The path to success follows your strengths. It yields results that can be measured.


  • Strengths / Weaknesses
  • Core competencies
  • Marketing capabilities
  • Product awareness and attributes

  • Category and company sales
  • Behavior trends
  • Pricing
  • Distribution
  • Competitive review
  • Consumer targets


  • Quantitative
  • Reconcile
  • Qualitative

  • Segmentation
  • Determine who participates in purchase decision
  • Determine relative importance
  • What features are sought
  • What features are delivered


  • Promise to target
  • Ownership of identity
  • Margin strategy support

  • Logo
  • Packaging
  • Distribution
  • Promotion / Events
  • Advertising message
  • Advertising media
  • Merchandising
  • Public Relations

>>> View the Portfolio