The ‘Strategic Marketing Map’ concept pretends to give a clear picture of the Marketing Function in certain typologies of companies or Industries where the Marketing Function may not be well defined or understood. It is composed by the definition of the marketing function, a concept called ‘strategic map of marketing’ (which is a draft of the inputs needed for a good strategy, the intermediate process and the outputs expected), some examples of main challenges, and a simple tactical map. The implementation of this concept would drastically enhance efficiency and alignment within the organisation prior to the preparation of the Strategic Plan. Neither the model, nor the information contained in the following templates belongs to any Company.

1. STRATEGIC MARKETING MAP
JUAN ANTONIO BENITO
Juanantonio.benito@aol.com
www.linkedin.com/in/jbenitoc
+34 687253432
+49 15756978859

2. 2
The ‘Strategic Marketing Map’ concept pretends to give a clear picture of
the Marketing Function in certain typologies of companies or Industries
where the Marketing Function may not be well defined or understood.
It is composed by the definition of the marketing function, a concept called
‘strategic map of marketing’ (which is a draft of the inputs needed for a good
strategy, the intermediate process and the outputs expected), some
examples of main challenges, and a simple tactical map.
The implementation of this concept would drastically enhance efficiency and
alignment within the organisation prior to the preparation of the Strategic
Plan.
Neither the model, nor the information contained in the following
templates belongs to any Company.
Strategic Marketing Map definition

3. 1. Function of Marketing
2. Strategic Marketing Map: The 5 legs
3. Main Challenges 20XX-20YY
4. Tactical Map: The 5 Legs
Strategic Marketing Map

4. Strategic Marketing Map
Marketing
FUNCTION OF MARKETING
Analytical Mktng Strategic Mktng Operational Mktng
• Sales Evolution.
• Margin analysis.
• Financials ytd vs ly vs plan by segment ,
product categories and region.
• Competition Benchmark
• Pricing analysis
• Market parameters: Size, Share.
• Opportunity gap analysis: Market Size vs
Sales & margin per profile, category and
region.
• Analyse customer needs.
• Track customer satisfaction.
• Track market trends, speed to market and
macroeconomic data.
• Marketing Plan preparation.
• Business Cases for new products.
• Product Mix definition.
• Product Portfolio Management.
• Positioning of Company and Product
Portfolio.
• Develop competitive strategy
• Develop Sales Opportunity strategy
according to gap analysis.
• Definition of communication strategy to
Customers & Sales.
• Definition of communication strategy to
Media.
• Build relationship with Customers,
Prospects, Media and Associations.
•Participation in events, seminars and
shows.
• Definition of materials for booths and
advertising.
• Definition of advertising campaigns.
• Preparation of customer tests: qualitative
& quantitative.
• Definition of promotions.
• Incentives for Sales Team.
• Brochures and Catalogue preparation.
A successful Marketing depends
on the support of:
R&D Sales Finance Technical
Service
GM
Business Development
• Exploration of potential new markets
• Customer search in new markets
• Definition of commercial strategy
• New product definition

5. Strategic Marketing Map
Databases
• Nielsen
• Euromonitor
• Canadean
Customers
Company
• CRM
• Datawarehous / BI
• Long Term Plan
Benchmark
• Market category
• Product type
• Product parameters
• Competitor financials
Internal
Know-how
• Other experiences
• Thoughts & believes
• Past projects
Market Size
Financials
Market Map
Opportunity Map by
customer & product
• Market share
• Av. Sales Price reference
• Margin reference
Opportunities
Sensitivities and
Interests
Potential Ideas
PUSH
Marketing Positioning
Brainstorm
Current Customers Potential Prospects
New Product
Development
Av. Sales Price
Margin
Product Mix
PULL
PULL
PULL
Communication
Strategy
STRATEGIC MAP FIGURE: THE 5 LEGS

6. Strategic Marketing Map
MAIN CHALLENGES 20XX-20YY
• Creation of a Benchmark, with source from Retailers.
• Objective: To identify potential opportunities according to real market data.
• Conditions:
• All products will be purchased in the top 3 retailers in each sub-region.
• The products will be classified according to features by each category (picture, manufacturer,
type of product, size, …)
• Marketing & R&D will define tests to identify differences.
• Output:
• Database in Excel format for each sub-region identifying the products in the market with each
feature, endorsed by tests supporting data of differentiation.
• Material for communication tool.

7. Strategic Marketing Map
MAIN CHALLENGES 20XX-20YY
• Identification of new potential concepts based on ‘Push’ action.
• Objective: To identify potential opportunities according to internal knowledge captured in the
company.
• Conditions:
• Capture of existing knowledge by preparation of Brainstorming sessions: One first session with
R&D and technical departments and a second session with Sales.
• The identification of concepts will be done considering previous experiences or beliefs, leaving
appart potential fitment in business models.
• Concepts to be evaluated in further phase and listed according to criteria of business potential.
• Output:
• Database in Excel format containing each potential concept not explored previously.
• This material would be complementary to the Benchmark, and both together would configure a
Database of all potential existing and non-existing concepts.
• If one concept is considered interesting, it will be tested in a consumer research test.

8. Strategic Marketing Map
MAIN CHALLENGES 20XX-20YY
• Creation of ‘Opportunity Map’ concept and follow-up procedure.
• Objective: To identify current business opportunities related to new Sales in new Customers, current
sales vs potential sales in current Customers, current margins in current sales and margins that will be
related to new sales prior to them.
• Conditions:
• Creation of tool containing in the same framework:
• Market map of each customer divided by closure type identifying size of their market,
according to info from current Databases, Sales Team or other sources from the company .
• Information by customer and profile of current Sales divided by volume, revenue, cost
and Margin.
• Output:
• Database in Excel format containing picture of market share, av. Sales price and margins by
Customer and product type for the whole market.
• Monthly review with Sales Team, by each sub-region identifying deviations and defining
objectives.

9. Strategic Marketing Map
MAIN CHALLENGES 20XX-20YY
• Creation of ‘Communication Tool’ that reinforces differentiation and value proposition.
• Objective: To define communication template for Prospects or Customers, in a synthetic and graphic
format in one page, that allows understanding the concept in less than 10 seconds.
• Conditions:
• Communication tool would include objective comparison of product portfolio vs competition,
carried out by R&D according to Benchmark strategy.
• The tool would include objective calculation of costs involved, that are not considered in the
price of the component (rejection rate, quality issues, consumer complains, …).
• The tool would follow format of Toyota A3 ‘knowledge management concept’, to capture
information in one slide.
• Output:
• Tool would be offered to Sales Team and customized according to Customer or Prospect
needs, and would be focussed on convincing about the added value offered by our company.
• The success of this tool would depend on acceptance of Sales Team.

10. Strategic Marketing Map
LEG 1: Benchmark
Preparation of common
database Marketing & R&D,
with whole NCB market
from top retailers
TACTICAL MARKETING MAP: THE 5 LEGS
Evaluation Marketing &
R&D, definition and
execution of selected tests
to find points of difference
LEG 2:Push-actions
1st phase. Brainstorm
Mktng-R&D-Technical
team
2nd phase. Brainstorm
Mktng-Commercial team
LEG 3:Customer voice
Inctegration of Marketing in
customer visits of Sales &
Technical Service.
Preparation of graphical &
synthetic template with
measurable info about
current problems in
potential customers and info
about our differentiation.
To do that, we need
• Alignment and commitment from Regional Team: Mktng,
R&D, Sales, supporting actions from Tactical Map.
• Increase participation of Marketing in visits to customer for
understanding needs and organising them in a structured
way.
• Technical Service reports as base for measurable
information to cross with customer needs for preparing
communication template.
• Visit the top 7 regional countries and collect most relevant
products of each segment from the shelf of the top 3
retailers in each country, lead by Marketing,R&D & Sales.
• Alignment and commitment from Global Services to
evaluate and initiate Research activities.
• Alignment and commitment from Global Marketing to
integrate Tactical Map into Global Marketing strategy and
other activities related to Opportunity search.
• Support from Global Marketing and R&D to identify
potential existing products or projects in other regions, that
might be applied in ours.
• Support from Global Marketing & R&D to evaluate current
process and adaptation to changing markets.
Region Global
LEG 4:Market
information
Databases: Nielsen+
Euromonitor+ Market
Reports
Consolidation of Market
reference
LEG 5:Business
Map
Sales & Financial data
from Company &
Competitors
Consolidation of Market
positioning
Market Map:
Information collected by
customer & profile
+ =
OPPORTUNITY
MAP
Objective information of
market size, market
potential by customer
segmented by profduct
type, consolidated with
current sales =
Opportunity Map
1- Potential commercial
actions
2- Potential new
projects

11. Thanks