FormulaOneSolutions - Marketing Strategy

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.....................................................................................................16 Pricing..................................................................................................................................19 Media....................................................................................................................................22
www.formulaonesolutions.com
Suite # 302 - 2309 41st Avenue West Vancouver, B.C., Canada, V6M 2A3, Telephone #778-899-9999

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 peoples 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
Its 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. Todays 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.
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:
Revenue:
Profit:
Market share:

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?
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?

Market
K. What is the market opportunity? What is the market size? Be sure to look at market size with respect to geography and to industry.
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?
O. Is our business or market affected by business cycles or seasons? If so, describe how it is affected.

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 customers 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.)
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?

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?

D. How will we differentiate ourselves to best combat competition?
E. What barriers to entry into the marketplace are we creating for ourselves?
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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.
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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?
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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.)
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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?
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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?
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
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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?
H. Are there any exclusive arrangements in place or available to pursue that would provide unique distribution rights for products and services?
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I.
What unique systems, licenses, processes or services provide differentiation?
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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?
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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?
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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?
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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?
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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?
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Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Distribution Strategies & Channel Development

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

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?

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

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

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

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

Confidential - Marketing Strategy Questionnaire

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

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

Confidential - Marketing Strategy Questionnaire

Are competitive price changes anticipated in the near future?

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

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

Confidential - Marketing Strategy Questionnaire

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