Effective Marketing Objectives and Strategies for Success

Posted on Dec 7, 2024 in Other subjects

Objectives: Specific, measurable goals that define what a company aims to achieve within a set timeframe. Aligned with corporate objectives, consistent with company objectives, and set the WHAT & WHEN. They should be realistic & achievable, communicated to all people involved, and help measure results later.

Example: Increase online sales by 25% through the company website by using targeted digital marketing campaigns within the next 6 months.

Basic Principles of Formation of Objectives

  • Specific: Be clear and precise, answering “what, who, why, where, and which.” Example: Increase website traffic by 20%.
  • Measurable: Goals must include criteria to track progress and success. Example: Boost customer satisfaction by 15% using survey results.
  • Attainable: Should be realistic, achievable with available resources, and challenging. Example: Train 50 employees in new software by the end of the quarter.
  • Relevant: Goals must align with broader company objectives and growth strategies. Example: Expand into markets that support the company’s growth plan.
  • Time-bound: Objectives need a deadline to create urgency and focus. Example: Launch a new product by the end of Q2.

Types of Objectives

  • Quantitative: Expressed in figures, including market share, profitability, and sales volume.
  • Qualitative: More generic, less tangible, and significant, referring to the image of the product/brand.


Three Main Areas, Basis of Marketing Objectives

  • Attraction: Increase all = new customers, sales, web visits, followers on social media. Example: Increase the number of international customers by 10% by 2023.
  • Loyalty: Increase repeat purchases, customer returns, and customers in loyalty programs. Example: Increase the repeat rate by 12% by 2022.
  • Branding: Increase brand recognition, change positioning, and increase brand recall. Example: Improve positioning in terms of sustainability by +2.5 in one year.

Translating Objectives into a Marketing Plan:

  1. Clear and Concise Statement: Write objectives clearly, numbering them (e.g., O1). Explain why they matter based on SWOT and CAME analysis.
  2. No Strategies Here: Focus only on the “what” (objective), not the “how” (strategy or actions).
  3. Cover Key Areas: Include objectives for branding, attraction, and loyalty.
  4. Flexible Quantity: Set as many objectives as needed, based on the diagnosis.

MS 2) Strategies. Level 4. Functional Strategies

Need Relationship Between Objective & Marketing Tool

  • Product: Manage product range, improve or create products, and build/maintain brand image.
  • Distribution & Sales: Decide sales systems, store locations, and market coverage.
  • Pricing: Set pricing strategies and discount policies.
  • Communication: Plan internal/external communication, digital marketing, and media strategies.


Marketing Strategy 1) Strategies. Level 3. (SPL) & (2) Other Page

A) Segmentation: Deciding which specific group of people (segments) your company will focus on & invest in. Identified based on smaller groups. Result of situation analysis (see company current position), market research. Decisions: Work with STRATEGIC SEGMENT (specific group that aligns most with goals), STRATEGIC PRIORITY SEGMENTS (which is the main focus because of greater potential), OTHER SEGMENTS (no priority).

Main Segmentation Strategies:

  • Undifferentiated/Massive: Choose to target all of them (selected segments), same product offering & positioning. Example: Coca-Cola sells the same product globally to appeal to everyone.
  • Differentiated: Separate into 3 groups and target each market with different offers & positioning, 2 or more segments selected. Example: McDonald’s different menus in various countries to suit local tastes.
  • Customized: Products personalized & adapted to individuals. Example: Nike personalized sneakers.
  • Concentrated: Concentrate on specific segments, specific needs, large companies. Example: Rolex targets only the luxury watch market.

B) Positioning: Decide how you want your target customers to see your brand & what image/qualities. To create a positioning strategy: understand current position, choose desired position, make sure it’s appealing, and align with the marketing mix (4Ps reflect).

C) Loyalty: Customer’s long-term preference for a brand, built on trust, satisfaction, and feeling valued.


STP: Segmentation, Targeting, Positioning: Gives coherence in the marketing mix because you have to use the whole marketing mix for the STP. Aimed at the chosen group, making the brand’s message clear and effective.

1) Strategic Decisions vs. Operational Decisions

Strategic Decisions: Big-picture choices about the company’s direction, what audience to target, and how to position the brand. STP helps set a strong foundation for this and will give coherence.

Operational Decisions: Day-to-day actions to execute strategy, ensuring the 4Ps align with strategic goals.

2) How to Prepare an Action Plan

Action Plan: Ensures everyone knows what to do, by when, and with what resources.

Key Points:

  1. Concrete actions, related to strategies & objectives previously established.
  2. Assign a person in charge of supervising, set deadlines.
  3. Allocate resources, people, budget & material based on urgency.

3) Calendar/Action Plan: On Excel, orientative, see info needed in planning difference between decision & action. Name the strategy (operational decision), name the actions (tasks), assign responsible, deadline (52 weeks in the year).


1) Budget & Profit & Loss

Budget: Calculate the costs of all planned marketing actions.

Profit Forecast: Estimate how much profit or margin the plan will generate.

Key Elements in the Marketing Budget:

  1. Staff and operating costs.
  2. Actions like database maintenance, product improvements, promotions, app development, and monitoring.

Provisional Income Statement: A forecast of revenue and expenses for the next 3–5 years, broken down by months to account for seasonality. Create optimistic, expected, and pessimistic forecasts to plan for uncertainties.

2) Monitoring, Control, and Contingency Plan

Monitoring: How to track the success of each action (e.g., KPIs like sales growth or brand engagement). Regularly review if the plan’s objectives (e.g., sales increase, brand awareness) are being met.

Contingency Plan: Plan backup actions in case objectives aren’t met. Plan B. When we will measure and how, what do we have to do if something goes wrong.

For example: If sales goals aren’t met in 6 months, consider additional promotions. If social media engagement is low, adjust content strategy.

Establish backup actions for each objective to quickly adapt if results fall short.