Strategic marketing as the foundation of business growth
DOGMA and Tetiana Lukyniuk talked about turning marketing from a set of chaotic actions into a system that serves business goals.
Strategic marketing as the foundation of growth: DOGMA’s meetup with Tetiana Lukyniuk
On 4 September at Kooperativ, the DOGMA team hosted an open meetup on strategic marketing with Tetiana Lukyniuk, a senior executive with 25 years of experience at Kyivstar, Coca-Cola, Red Bull Ukraine, Mars Ukraine and other international companies.
The event brought together business owners, CEOs, managers and marketers to discuss marketing as a growth management system that ties individual tools together.
The key message of the evening: marketing has to start with business goals. First the company defines where it wants to get to, and only then sets marketing goals, strategies and concrete actions.
A separate part of the talk covered the difference between strategic and tactical marketing. Strategic marketing deals with long-term direction, segments, positioning, competitive advantage and the business model. Tactical marketing deals with day-to-day activities, channels, budgets and short-term results.
The conversation centered on four steps of systematic marketing: research → strategy → system → implementation.
At the research stage, it’s essential to understand the market, competitors and customers: their behavior, motives, barriers and path to purchase. Then decide which business goals marketing should support, which customers to focus resources on and what positioning to take.
A strategy should end with a concrete plan: KPIs, activities, deadlines, budget, owners and regular evaluation of results. One of the final blocks covered the signals that a business already needs strategic marketing: blurred positioning, chaotic actions, advertising without a system, and an owner or CEO who is constantly “putting out fires”.
To wrap up, each participant defined the first step they could take in their marketing the very next day.
One more important result of the evening: together we raised UAH 71,330 to support the 3rd Separate Assault Brigade.
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