Strategy & Planning

“Strategy without tactics is the slowest route to victory

Tactics without strategy is the noise before defeat.”

− Sun Tzu

What is a Strategy?

Defining marketing communication strategy is not an easy task because it depends upon different distinct variables. It is planning and integration of all communication tools for a single purpose. In 1997, Smith et al defined marketing communications strategy as −

“The message or sequence of messages which should be shared with specific target audiences through the optimum communications mix.”

Features of Marketing Communications Strategy

Before you make a strategy, you need to consider the following three points suggested by Micael Dahlen et al (2003) −

  • Target Audience − Whom are we trying to reach

  • Persuasive Message − What do we want to say to them

  • Channel − How are we going to say it

Marketing Communications Strategy Process

To make a well-planned and result-oriented strategy, you need to follow a strategic process. The following diagram illustrates the important components of marketing communications strategy process −

Marketing Communications Strategy Process

Marketing Communications Planning

Planning and strategy is pretty confusing terms and many times used interchangeably. However, the most significant difference between them are — planning is an internal problems and strategy is the external problems of the company. Secondly, planning supports strategy to get accomplished. The following diagram illustrates the Marketing Communication Planning −

Marketing Communications Planning

Changing Trend of Marketing Communication

Today, the trend of advertisement and marketing communication has changed. Many of the companies including Adidas, Nike, Coca-Cola, etc., are putting more emphasis on digital marketing.

For example, as per the report − Nike’s new future campaign strategy is “Competition via Social Media.” Nike has reduced the budget of its traditional marketing by 40%. Its new strategy is to target group audience in the 15-25 age group through social media.

Another example is that of Adidas. The main strategies of Adidas group are −

  • Diverse Brand Portfolio
  • Investments Focused on Highest-Potential Markets and Channels
  • Creating a Flexible Supply Chain
  • Leading Through Innovation
  • Develop a Team Grounded in our Heritage
  • Becoming a Sustainable Company

Check Your Progress

  • What is the difference between strategy and planning?
  • What is the difference between strategy and planning?
  • Define various features of marketing communications planning.
  • Define the new strategy of big brands.