Direction · Service 03
Marketing Strategy
Decide who to sell to, what to say, which channels get funded, and how you will measure it.
The situation
Why this is harder here.
Category inflation in this market diverges sharply from the headline rate, and several of the categories a consumer brand competes in run several points above it. A budget built on a headline rate misprices half the portfolio before a single campaign runs.
What we do
The method, step by step.
- Audit what is currently funded and what it is currently returning.
- Write the ideal customer profile as a set of observable, checkable attributes.
- Write the messaging framework as claims plus the evidence for each claim.
- Allocate the channel budget against the segment, and print the assumption behind each allocation.
- Define the measurement plan before the spend, including what would count as failure.
What you receive
Named documents, agreed before we start.
| Deliverable | Format | Extent | Appendix |
|---|---|---|---|
| Marketing audit | 18 to 26 pages | Spend reconstruction with sources | |
| Ideal customer profile | 4 to 8 pages | The observable attributes and how to check them | |
| Messaging framework | 8 to 12 pages | Claim-by-claim evidence table | |
| Channel and budget plan | PDF plus workbook | 10 to 16 pages | Allocation model, every input sourced |
How this engagement is scoped
We recommend, in writing, with the arithmetic attached. You commit the money and the terms, and the recommendation is written so that decision can be taken on it. Scope covers the audit, the customer profile, the messaging framework, the channel allocation, and the measurement plan. Execution and creative production sit with your team or your agency, and every deliverable is written to be handed to either.
Questions this answers
If you are asking these, this is the service.
- Who are we actually for, stated so a stranger could check it?
- What are we claiming, and what is the evidence for each claim?
- Which channels get funded, and what is the assumption behind each allocation?
- How will we know this worked, and what would count as failure?
- What are we currently funding that we should stop?
Tell us the question.
If desk research answers your question in three weeks, we will tell you that in writing. Send us the question and we will scope the work it takes to answer it properly.
Office No. 1101-393
The Offices at Ibn Battuta Gate
Jabal Ali First, Dubai, United Arab Emirates
We reply within one UAE business day.