Marketing Strategy




The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you in defining business goals and develop activities to achieve them. A marketing strategy outlines the manner in which the marketing mix is used to attract and satisfy the target market(s) and accomplish an organization’s objectives.

Whether if starting a new business or launching a new product line within a company, there won’t be success without a clear plan that defines the goals to be achieved and how they will be achieved.

RM Consulting assists the Client to draw strategies to effectively manage brand equity. There are four elements of brand equity: brand loyalty, brand awareness, perceived quality, and brand associations.

5 STEPS to create a marketing plan and define a strategy:

Step 1. Position Your Product

Product: Having the right product or service for your market.

Price: Selling the product or service for an amount that makes the target customer feel it’s a good deal.

Promotion: Creating appropriate perceptions across multiple channels, including, print — direct mail, flyers, brochures, and postcards, TV or radio spots, newspaper or magazine ads, online and more.

Place: Distributing the product to locations where the target customers can readily find it.

Step 2. Brainstorm

  • Who are you selling to?
  • What do those customers need?

Step 3: Listen to Customers

It is vital to know how customers react to quality and price of the product, service and delivery, image and brand—everything, in short, what influences their purchasing decision. To discover what customers think, it is as simple as to ask them, some of current customers as well as potential ones by means of personal calls, email or postcards. Business owners are often surprised by what customers say. Based on what is learnt, a SWOT analysis that deconstructs your business in fresh ways has to be prepared:

  • Strengths: What makes the business thrive?
  • Weaknesses: What are the vulnerabilities?
  • Opportunities: What market conditions or segments can lead to growth?
  • Threats: How are competitors snapping at your heels?

Step 4: Draft the Plan

Once we have the overview of customers and market conditions, it is arrived the point to flesh out the plan, which should cover:

  • A summary of the market position and goals.
  • A definition of what is expected to be accomplished in a specific time period
  • A list of target markets, including segmentation and niche areas.
  • An appropriate strategy for each segment or market.
  • Expenses and resources, and how they will be allocated.
  • Marketing channels. This is where are chosen the types of marketing materials and distribution vehicles that you will use to attract target customers, including flyers, postcards, email marketing, newsletters, Web site and more.
  • Competitive strategies. Potential responses to competitor’s actions.

Step 5: Track Results

Points of reference should be integrated in the plan and use them to take stock of whether the marketing efforts are paying off or if there is a need of rethinking the approach. The category and cost of marketing communications have to be calculated and compared with set specific sales forecasts.

For direct mail efforts, there is a need of checking how the campaign is going by creating a spreadsheet in Excel that includes specifics of each order as well as a way to identify customers (like a customer identification number). Also plans for implementation or a marketing calendar must be included. Plans are great, but if there is no delegation of responsibilities, deadlines set up and holding people accountable, marketing efforts can’t succeed.

Don’t rest on the laurels. Markets change all the time and we must be ready to face the changes and to positively react towards them. The plan has to be reviewed every year to see if there is a need to revisit any goals.


Market Scope Strategy:

Single market strategy
Multi market strategy
Total market strategy

Market Entry Strategy:

First In
Early entry

Product Strategy:

New Product

Promotion Strategy:

Promotion MIX
Media Selection
Advertising Copy

Distribution Strategy:

Distribution Scope
Multi Channel

Pricing Strategy:

New product
Established products
Price flexibility
Price leadership

Business Development


  • Market and technology research
  • Formulation of strategy
  • Distribution channel analysis and development
  • New product development planning and management
  • Technology transfer, licensing, partnerships assessment and development
  • Marketing and advertising and promotion planning
  • Sales organization planning and development
  • Import/export development
  • Business planning
  • Launch and implementation
  • People-management, recruitment, motivation, training and development staffing responsibilities
  • Appropriate Administration, budgeting, monitoring, reporting, communication and liaison
  • Self-development and continuing personal development
  • Executing the assigned responsibilities according to lawful and ethical standards




RM consulting coaches you on exactly how to think, act, and achieve like a successful entrepreneur. It is what you learn after you think you know it all that makes all the difference.

The entrepreneurial road is not for everyone, and involves a great deal of sacrifice, but also offers freedom and decision-making power that is just not possible in the world of conventional work. RM Consulting will plan together with its customer for the long-term growth and development of the client’s endeavor in ways that make his/her work life as rewarding, financially and emotionally, as possible.


RM Consulting assists the CEO’s who have got goals and the need to reach them. The objective is to get things done. By means of phone, email and instant messenger, there is an intensive contact with the CEO throughout every week, noting his/her intentions and plans and making sure things get done on the right deadlines, based on best business practices, organization and motivational behavior.


  • Structuring business plans
  • Need of venture capital fund-raising
  • Drawing marketing strategies
  • Exit strategies
  • Professionals in private practice
  • Executives thinking of leaving companies and launching businesses
  • Social Media: whether and how to use it and when to know it’s a waste of time for your business
  • Online affiliate marketing programs
  • Corporations seeking to launch an internal coaching initiative
  • Businesses who want to train their own managers in coaching skills
  • Companies that want to work to prevent, reduce, or cure burnout and improve retention
  • Companies or executives who wish to improve executives’ leadership skills and yet lack internal leadership mentors with the expertise, time, or inclination to help do so

Also, small businesses wanting the support of a coach in:

  • Strategic planning
  • Leadership Coaching
  • Process re-engineering
  • Speech coaching and effective, persuasive presentations
  • Creating a compelling vision
  • Writing coaching for effective, clear, and productivity-enhancing communications
  • Team-building, including launching and developing teams
  • 360-degree reviews of managers and employees
  • Developing Internet strategies


Presentation Coaching

RM Consulting will assist the client in facing an audience enjoying of it. Usually, the audience is on the side of the speaker and wants to hear what he/she have to say! RM Consulting will go together with the client’s mapping:

Effective use of notes
Visual Aids


RM Consulting will help with a few tips to make outstanding presentations:

  • Voice - how matters are said is as important as what it is said.
  • Body language – body movements express what attitudes and thoughts really are.
  • Appearance - first impressions influence the audience’s attitudes to the speaker. A true must is to dress appropriately for the occasion.

Oral communication cannot be taught. RM Consulting can only point the way. Practice is essential, both to improve skills generally and also to make the best of each individual presentation made.


Leadership Coaching:

Successful businesses and organizations must have excellent leaders to remain vibrant and competitive just as outstanding leaders must keep growing to be effective and to facilitate change. RM Consulting will nurture the development and growth of leadership skills. These skills include:

  • Understanding the language of responsibility
  • Identifying and describing client’s leadership strengths, as well as his/her blocks to satisfaction and productivity facilitating positive change
  • Sharpening customer’s intervention and collaboration skills
  • Paying continuous attention to context while making observations
  • Developing use of the client as an instrument of change
  • Enhancing customer’s ability to differentiate and balance intimate and strategic behaviors in systems of any size mentoring and being a role model within the organization

RM Consulting’s coaching is geared to individual needs, groups, or team leaders which would benefit management and high-potential employees. The leadership training seminars are designed for groups and teams in small businesses and corporations, customizing the delivery of programs and coaching to help leaders enhance and develop their skills and knowledge. Contact us for a free consultation for more information about bringing our seminars, conferences, or programs to you and your company.



Communication – listening intently and conveying a clear message
Empathy – to seek understanding and rapport even under pressure
Impacting others – recognizing each person’s individual skills while building consensus.
Vision – painting a picture of the future in practical terms.

Corporate Image



The impression of an organization held by a public based on knowledge and experience. The corporate image defines the character of the organization



The names and symbols that businesses use to represent them. —must be carefully chosen and defined in order to appeal to clients and customers. Managers of corporate identity must be sensitive to linguistic and cultural factors in order to sell their products.


The logo conveys a straight message and represents the physical expression of the corporate image and corporate identity, the external symbol to the planet of what a company stands for. When customers see a logo, their mind is immediately connected to all the events they have experienced with the company and its products, what they have ‘sensed’ about your company. It is vital that a logo reflects the nature and spirit of a company in a positive way, without losing sight that as a brand grows, the logo reflects its identity.


To grow a brand in a healthy way, the logo and the other aspects of the corporate design – colors, tagline, graphical elements – must be included in all communications, in all media. The marketing communications messages and value proposition must be consistent in all media. These consistent visual and verbal representations of the company in print, on the Internet, video and multimedia will nourish your brand and nurture your corporate identity.




Branding, logo creating, coining of slogans take time and effort. The objective is that the company has a unique expression all its own and that they represent the physical feature of a brand and the company mirror excellence, commitment and service.

The right branding will enhance marketing and sales efforts so that effective use of the brand logo, design and expression generate a positive impact on people’s perception and direct awareness of the related company. Product branding goes beyond the product. It also communicates what your company is all about. Branding and positioning it the right way will build value which will revert in future tangible and intangible benefits, both having crucial importance for the development of the company and its permanency in the market.

Branding must be a blend of value, perception/positioning, class, image and distinction. The art of standing out.



  • Discover who you are
  • Define your dreams and objectives to achieve and start putting them into action
  • Go after your target audience with powerful resolution
  • Be aware of internal own barriers that delay your progress and deal with them frontally
  • Get ‘fans’ who boost your brand
  • Appearances do count! A package communicates the essence of the product at a glance
  • Get comfortable in your own skin. Have a style with attitude, charisma and confidence
  • Being good is not enough. Plan, act and stick out!

Cool Hunting



  • Spot hot new ideas
  • Identify the trendsetters
  • Use cool hunting to client’s advantage


RM Consulting has specialized in making observations and predictions in changes of new or existing cultural trends.

By means of techniques that allow to anticipate to the future demands, something that seems almost impossible given the current speed of preferences change. RM Consulting performs market research offline and online: focus groups.

The objective is to detect to where are going the customer’s preferences and tastes to inspire the innovation to the level of product, brand, communication and distribution.


It is a privilege you have chosen to visit RM’s website. Welcome to the site, the premier source of made to order and confidential business advice, where the clients and their needs are the real priority. Read more.