Marketing strategy questionnaire(1)

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					                                         Confidential - Marketing Strategy Questionnaire

Overview of Questionnaire
Your marketing strategy will be developed based on the information you provide on your
business through this questionnaire along with other business development tools and
independent market research conducted on your industry. This questionnaire is organized
into the following sections:

Overview of Questionnaire ...................................................................................... 1
Developing Marketing Strategies ............................................................................ 2
Background ............................................................................................................. 3
Market ..................................................................................................................... 6
Target Audience...................................................................................................... 7
Competition ............................................................................................................. 9
Offering ................................................................................................................. 11
Messages.............................................................................................................. 13
Sales and Buying Process .................................................................................... 15
Pricing ................................................................................................................... 18
Media .................................................................................................................... 21




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                                           www.formulaonesolutions.com
            Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                   Confidential - Marketing Strategy Questionnaire

Developing Marketing Strategies

Growth Strategies

Growing your business is an imperative not an option to survive. Align your resources and strengths to take
advantage of opportunities and solve gaps in your business model that constrain you from achieving better
results. We will assist you in identifying opportunities to develop new markets, increase sales in existing
markets, develop new products to meet untapped demand and diversify your risks and sources of revenue.
Finding ways to increase the size of your pie, or new ways to cut it up, is how we can help you make it to
the top!

Marketing Innovation

Our approach is simple. FormulaOneSolutions works with our clients to find the best solutions to their
marketing objectives with an emphasis on the creative use of technology and bottom line results. We are
here to help you reach your goals and achieve measurable results. We offer a wide variety of Innovative
marketing solutions and customer programs specifically designed to differentiate your products and
services, generate leads for new customers, expand your brand awareness in the market place and grow
your business beyond your current expectations.

Brand Management

We create brands that capture people’s attention and hold their glaze. Whether graphic design, corporate
identity, re-branding, private labeling, web development, merchandizing or trade shows, we can help make
your venture a resounding success! We create & build brands like yours from the outside in, rather than
from the inside out. We offer you effective execution of your message and an approach that achieves a
singular vision integrated across all channels that will reach your target market

Media Services

It’s much more than a pretty picture! Choosing the right promotional vehicle to properly target your
customers is critical to driving bottom line results and crucial to grow or maintain your business. Whether
direct mail, flyers, web advertising, loyalty programs, in-store merchandizing, brochures or telemarketing,
as your partner, we will create the right marketing strategy, advertising campaign, telemarketing program
or promotional vehicle for you.

Distribution Strategies & Channel Development

A distribution strategy defines how you are going to create and satisfy demand for your products, while
creating and developing customer loyalty. Today’s customers shop and buy very differently than ever
before. We can help evolve your current distribution strategies that may actually be making it hard for
customers to buy your products. We can help you develop an integrated “Clicks-to-Bricks’ strategy,
reinvigorate and optimize channels already in place, identify growth opportunities by expanding your
distribution model or increase your reach by finding new ways to take your products to market.




                                                                                                              2
                                     www.formulaonesolutions.com
         Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                 Confidential - Marketing Strategy Questionnaire
Background
  A. What business are we in and what needs does our business meet in the
     marketplace?




  B. What services and/or products do we provide?




  A. What are our business objectives over the next two years? Be as specific as
     possible, and make sure to address the following goals:
       Number of Customers:                                                                                Formatted: Bullets and Numbering




        Revenue:                                                                                           Formatted: Bullets and Numbering




        Profit:                                                                                            Formatted: Bullets and Numbering




        Market share:                                                                                      Formatted: Bullets and Numbering




                                                                                                       3
                                   www.formulaonesolutions.com
       Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
B. What compelled us to start this business? Was it a start-up or take-over of an
   existing business?




C. How many locations do you have and are the services provided the same in each
   location?




D. What are the key risks in your business and how are they currently managed?




E. Do you or your company have a special history, unique owner, awards, degrees or
   industry professional designations?




                                                                                                     4
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                Confidential - Marketing Strategy Questionnaire

F. What information or legal copy must always be made available?




G. Taboos - What can never be said or promised?




H. Restrictions - Are there parameters you must work within?




I.   Client Payment Method - Credit card? PO? Billing later? Installments? Other?




J.   Guarantees - What are the exact terms of your service or product guarantee?




                                                                                                      5
                                  www.formulaonesolutions.com
      Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                   Confidential - Marketing Strategy Questionnaire

Market
  A.K.      What is the market opportunity? What is the market size? Be sure to look                         Formatted: Bullets and Numbering
     at market size with respect to geography and to industry.




                                                                                                             Formatted: Bullets and Numbering

  B.L.          How can the market be segmented into logical customer groupings?




  M. What are the key industry trends that are fueling our success? What industry
     trends can inhibit our success?




  N. What is the economic climate now and in the next couple of years? How will the
     economic climate affect our business?




                                                                                                             Formatted: Bullets and Numbering

  E.O.      Is our business or market affected by business cycles or seasons? If so,
     describe how it is affected.




                                                                                                             Formatted: Bullets and Numbering
                                                                                                         6
                                     www.formulaonesolutions.com
         Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                 Confidential - Marketing Strategy Questionnaire

3.Target Audience
  A. What market segments are we targeting (list segment name and characteristics)?
     What segments are we not targeting?




  B. What kind of audience are we targeting? What are its members' demographics and
     psychographics (for example, what keeps them awake at night, including both
     fears and opportunities)? List multiple audiences in order of priority.




  C. What is our customer’s primary reason for buying or wanting to use our product or
     service?




  D. Why would someone prefer our offering versus that offered by the competition?
     (You might want to answer the section on competition and then come back to this
     question.)




                                                                                                       7
                                   www.formulaonesolutions.com
       Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
P. Are there any issues or concerns that the target audience might have regarding
   this type of product or service?




Q. Objections and why would someone not want this product?




R. Testimonials and Endorsements - Letters from happy users? Media coverage?
   Celebrity endorsements?




S. Complaints - Letters from unhappy customers? Phone calls?




                                                                                                         Formatted: Bullets and Numbering




                                                                                                     8
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                 Confidential - Marketing Strategy Questionnaire

4.Competition
  A. What categories of competition threaten our success? Label each category, and
     identify its key characteristics. Prioritize the categories from greatest to least
     threatening.




  B. Which companies pose the greatest threat, and how do they differentiate
     themselves? What strategic or tactical elements do they use that threaten our
     success? List the strengths and weaknesses for each of these elements.




  C. Which competitors have the largest market share within our target market
     segments? Which competitors have the greatest visibility with our target audience?




                                                                                                       9
                                   www.formulaonesolutions.com
       Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
D. How will we differentiate ourselves to best combat competition?




E. What barriers to entry into the marketplace are we creating for ourselves?




                                                                                                          Formatted: Bullets and Numbering




                                                                                                     10
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                  Confidential - Marketing Strategy Questionnaire

5.Offering
   A. What need is our offering designed to fill? Identify the need for each target
      audience.




   B. What features and associated benefits does our offering provide? Identify features
      and associated benefits for each target audience.




   C. How do we deliver the features identified in item B? Be specific as this is the proof
      that we can do what we say.




                                                                                                        11
                                    www.formulaonesolutions.com
        Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
D. Of these features, which ones differentiate us from the competition?




E. What improvements can we make to our offering to better meet customer needs?




F. What new offerings would our customers most like us to develop?




                                                                                                          Formatted: Bullets and Numbering




                                                                                                     12
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                 Confidential - Marketing Strategy Questionnaire

6.Messages
  A. What does each of our identified target audiences know and believe about us
     today?




  B. What is the single most important message that we must communicate to ALL of
     our target audiences?




  C. What evidence can be used to support the claim that we make in our single most
     important message?




  D. List the single most important message that we must communicate to EACH target
     audience. (This might or might not be the same answer as in item A.)




                                                                                                       13
                                   www.formulaonesolutions.com
       Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                Confidential - Marketing Strategy Questionnaire
E. What evidence can be used to support claims for each message listed in item D?




F. What happy clients do we have today that we can reference in our
   communications? What did they buy from us, and why are they happy?




G. What kind of personality do we want to portray in our communications? What
   tone? What flavor?




H. What is the net impression about our company or offering that we want clients and
   partners to take away after each interaction with our company?




I.   What timeframe is appropriate to initiate post-purchase follow-up and
     communication with clients to ensure they remain satisfied with services or require
     follow-up for additional or repeat services?




                                                                                                           Formatted: Bullets and Numbering
                                                                                                      14
                                  www.formulaonesolutions.com
      Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                 Confidential - Marketing Strategy Questionnaire

7.Sales and Buying Process
  A. What is the process for selling our services or products (list the key milestones in
     the process)? Do we use any of the following processes?
      Direct personal sale
      Direct online sale
      Indirect through channels
      Word of mouth
      Telemarketing




  B. Who is involved, both from our company and from our sales channel partners, in
     each step of the sales process?




  C. How does our target audience buy our type of offering? Is the purchase an impulse
     buy or a planned purchase?




                                                                                                       15
                                   www.formulaonesolutions.com
       Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
D. What purchase process steps do the members of our target audience follow?
   Does this process vary based on the vendor that they select? If the process does
   vary, explain how and/or why?




E. What buying criteria does our target audience use to select an offering?




F. What criteria does our target audience use when selecting a vendor or a
   manufacturer?




G. What criteria do you use when selecting a vendor or a manufacturer?




                                                                                                     16
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                Confidential - Marketing Strategy Questionnaire
H. Are there any exclusive arrangements in place or available to pursue that would
   provide unique distribution rights for products and services?




I.   What unique systems, licenses, processes or services provide differentiation?




                                                                                                      17
                                  www.formulaonesolutions.com
      Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                    Confidential - Marketing Strategy Questionnaire

Pricing
   A. How important is price in the decision process? (See the “Sales and Buying
      Process section” above.)




   B. What is our current pricing structure, including discounts, product options, rebates,
      and so on? Do our customers understand it?




   C. Which of our competitors is considered the price leader? What does the price
      leader charge for its offering? How does the price leader determine its price?




                                                                                                          18
                                      www.formulaonesolutions.com
          Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
D. What are our other competitors charging for their offerings?




E. What can be done to reduce costs without affecting quality?




F. What tradeoffs of price or value, or of both price and value, do customers make?




G. What is the perceived value of our offering as compared to its price?




                                                                                                     19
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                Confidential - Marketing Strategy Questionnaire
H. What service(s) do we currently include in the price of our product? What services
   can we consider now and in the future?




I.   Are competitive price changes anticipated in the near future?




J. What industry trends are going to drive prices down? What industry trends are
   going to drive prices up?




                                                                                                      20
                                  www.formulaonesolutions.com
      Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                                  Confidential - Marketing Strategy Questionnaire


Media

  A. What are the primary forms of communication your competition use to promote
     and communicate to your target audience? Which ones are most successful?




  B. What are the primary forms of communication you use to promote and
     communicate to your target audience? Which ones are most successful?




  C. Is a product catalog used to promote products or services?




                                                                                                        21
                                    www.formulaonesolutions.com
        Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999
                               Confidential - Marketing Strategy Questionnaire
D. What other forms of media have you used in the past to promote products and
   services and what has been the success/response rate experienced?




E. Do you currently market over the Internet or have marketing links with other sites?




F. Do you attend trade shows or industry events to promote your business?




G. How much are you willing and realistically able to spend on advertising?




                                                                                                     22
                                 www.formulaonesolutions.com
     Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999

				
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