1. Technology objectives
The Plan Hierarchy
Corporate objectives
Revenue/profit objectives
Shareholder value objectives
Business strategy
Business
Plan
Product
Communications Plan
Distribution
Sales
Marketing
Revenue/profit objectives
Market share objectives
Marketing strategy
Segment/customer objectives
Positioning objectives
Technology objectives
Cost objectives
Comms objectives
Service objectives
Cost objectives
Sales objectives

2. The SOSTAC Planning Process
WHERE ARE WE NOW?
WHERE ARE WE HEADING?
HOW DO WE GET THERE?
WHAT NEEDS TO HAPPEN?
BY WHO, WHEN & WHERE?
ARE WE ON THE RIGHT TRACK?
Situation Analysis
Objectives
Strategy
Tactics – (7 P’s sit here)
Actions
Controls

3. Objectives Worksheet Campaign Business Objectives Marketing Objectives
Campaign Objectives
Objective 1
Objective 2
Objective 3

4. Objectives Worksheet Campaign Business Objectives Marketing Objectives
Campaign Objectives
Objective 1
Objective 2
Objective 3

5. Customer Value Perceptions
The Perception of Economic Value
‘Value for money’
Cost savings
Time savings
Improvements in cost efficiency
Reduction in total cost of ownership
Reduction in complexity
THINK DO
FEEL ?
The Perception of
Functional Value
Faster
Easier
More convenient
Higher quality
Higher performance
Greater capacity
More efficient
More user-friendly
The Perception of
Emotional Value
Peace of mind
Sense of security
Sense of control
Identity/belonging
Respect
Self-worth
Confidence, trust

6. Value Proposition Summary Statement
A complete value proposition follows this formula: “For [specific target audience], who want [needs to be filled customer focus], [product] is the [frame of reference] that provides [key benefits and points of differentiation].”

7. Communication Tasks A communications task consists of five steps:
Audience
Identification
A communications task consists of five steps:
Identifying the audience(s)
Determining the current state of the audience(s)
Determining the desired positioning for our products/service brand
Identifying the key messages that will support this positioning
Selecting the most appropriate communications tools
Audience
State
Desired
Positioning
Key
Messages
Communication
Tools

8. Communication Tasks Who are we talking to?
Audience
Identification
Who are we talking to?
State
What do they currently know, believe or do?
Desired
Positioning
What are our competitors saying to them?
How do we want them to perceive our product/brand?
What do we want them to know, believe or do?
Key
Messages
What do we say?
Communication
Tools
How do we say it?

9. Positioning and Messaging: Six Tests
Is it different?
Is it relevant?
Is it clear?
Is it credible?
Is it attainable?
Is it sustainable?

10. Positioning and Messaging: Six Tests
Is it different?
Does the positioning and messaging clearly differentiate you from competitors?
Is there a competitor already in this space?
Is this message simply repeating messages already given by competitors?

11. Positioning and Messaging: Six Tests
Is this likely to be something that is important to this audience?
Does the message say something about the promise of value benefits to be derived from your proposition and do these correspond with the audience’s value perceptions?
Does the positioning make an appropriate connection with an important purchase driver?
Is it relevant?

12. Positioning and Messaging: Six Tests
Is the message easy for the audience to understand?
Is the message communicated in the audience’s language?
Do the positioning and messaging express the benefits in a clear and audience-friendly way?
Is the message specific and focused or ambiguous and vague?
Do the positioning and messaging connect with value perceptions in a clear and meaningful way?
Is it clear?

13. Positioning and Messaging: Six Tests
Will the audience believe it?
Can you offer strong reasons to believe to substantiate your positioning and messaging?
Is it credible?

14. Positioning and Messaging: Six Tests
Can you get there?
Are you making claims that are achievable and defensible?
Is it attainable?

15. Positioning and Messaging: Six Tests
Can you maintain this position over time?
To what extent will it remain relevant in the future as technology and products change?
When will this positioning cease to be appropriate?
When are competitors likely to catch up?
When will the messaging need to be refreshed?
Is it sustainable?