MAD1017-SOSTAC Marketing Strategy: A Comprehensive Planning Model

SOSTAC

• This is where you
•  assess the current situation.
• In your case – it will be the advertising landscape.
• It involves analysing internal elements (strengths and weaknesses) and external factors (opportunities and threats), often using tools like SWOT analysis.
• It examines the current market trends, customer behaviour, positioning, new markets, and the competitive landscape.

SITUATIONAL ANALYSIS – 6+ slides

Competitor Analysis:

Evaluates the strengths and weaknesses of current and potential competitors. This provides both an offensive and defensive strategic context to identify opportunities and threats. (Ad Library Review)

Market Segmentation:

Dividing a broad target market into subsets of consumers who have common needs, interests, and priorities.

Customer Journey Mapping:

A visual representation of the process a customer or prospect goes through to achieve a goal with your product or service.

SWOT Analysis:

This should be the final tool and summarize the full section, analyzing an organization’s internal Strengths and Weaknesses, and external Opportunities and Threats.

A final sign-off line:

Call out the core problem you will address in objectives.

OBJECTIVES – x2 slides

Clearly define what you aim to achieve by setting specific, measurable, attainable, relevant, and time-bound (SMART) goals.

SMART Sample:

“Increase our app sales by 20% over the next 6 months, resulting in an average monthly growth rate of approximately 0.83%, by enhancing our app’s user experience, investing in targeted marketing campaigns, and expanding to new market segments.”

Breaking it down:

• Specific: The goal clearly states they want to increase app sales.
• Measurable: A target of a 20% increase in sales.
• Achievable: A realistic growth rate of approximately 0.83% per month.
• Relevant: Growing sales aligns with business objectives.
• Time-bound: A clear timeline of 6 months.

OBJECTIVES – SMART SAMPLE – Advertising

• Sell: Increase app downloads by 10% in 6 months using digital ads.
• Serve: Deliver personalized ads via audience segmentation.
• Speak: Boost engagement through interactive ad formats.
• Save: Maximize ROI on digital ad spend.
• Sizzle: Strengthen brand perception through creative campaigns.

OBJECTIVES 5 S’s

• Target Markets: Define and understand the core audience.
• Objectives: Develop SMART-aligned business goals.
• Partnerships: Collaborate with organizations/media/influencers.
• Processes: Define operational and logistical strategy.

STRATEGY: TOPS

• Sequences/Stages: Define campaign flow.
• Engagement: Plan social media and content strategies.
• Experience/CX: Focus on customer interaction consistency.
• Data: Implement data collection and analysis.
• Positioning: Define market positioning and brand value.

TACTICS – 6 slides

Define specific methods, tools, and channels to execute the strategy, including advertising, influencer partnerships, A/B testing, and creative copywriting.

ACTIONS – 1 slide

• Implement the plan by assigning responsibilities.
• Set deadlines and create project checklists.
• Allocate budgets and define project roadmaps.

CONTROLS – 1-2 slides

• Set up key performance indicators (KPIs).
• Establish regular review points.
• Use tools to assess progress and adjust strategies accordingly.