Marketing Communications Strategy


Strategies vary depending on the primary audience—customers, distributors, opinion formers, and stakeholders. The stakeholders require a message that communicates the organization’s values rather than specific offerings, whereas the customers may want specific product offerings and benefits.

Strategic options must be generated before deciding on a final strategy. It is highly unlikely that the first communications strategy that emerges is going to be the best one. Herebelow are some points to be remembered while making a strategy:

  • Objectives, strategy, tactics, action, and control.
  • Do your homework.
  • Develop some options.
  • Know your resources.
  • Win senior management support.
  • Do not hurt the environment.
  • Put everything in place before making a move.

This prepares the way for the development of good strategies. When the strategic options have been developed, they can be compared in order to determine which strategy is more likely to deliver the best result.

Remember, ‘STOP & SIT.’ Ask whether the communications strategy breaks up the market into segments and targets the right customers. Will the strategy fulfill the marketing and communications objectives? Is the positioning made crystal clear? What sequence of integrated communications tools will be used? Musts for communicators are:

  • Always define precisely your audience.
  • Avoid the predictable.
  • Keep the message simple.
  • Use power tools (images that last).
  • Say what only you can say.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Marketing Communications


Marketing Communications is a systematic relationship between a business and its market in which the marketer assembles a wide variety of ideas, designs, messages, media, shapes, forms and colors, both to communicate ideas to, and to stimulate a particular perception of products and services by, individual people who have been suggested into a target market. The result of this process of assembling is referred to by marketers as the communications mix, and this is what is seen, heard and hopefully understood by the customers in the market. To assemble this mix, the marketer uses a number of marketing communication tools: personal selling, advertising, sales promotions, public relations, direct marketing and marketing design and much more.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Services Marketing


Services have moved to the forefront of business landscape. those who were once considered as big manufacturers are shifting their focus to services. The economic growth in services, their profit and competitive advantage potential, and the overall decline in customer satisfaction with servives, the potential and opportunities for companies who can excel in services marketing, management, and delivery are great. To face the challenges of modern day competition, your company needs transformation and necessary planning. My Consultancy–Asif J. Mir – Management Consultant–transforms organizations, makes them relevant, and suggests solutions for succes. For details please contact Asif J. Mir