Why Strategic Market Planning Is Critical
Is all of this really that important? Yes! Consider this recent announcement that HP made:
“New York City-based Duggal Visual Solutions Inc. (DVS) has added a latex ink HP Scitex LX800 Printer and an HP Indigo press 5500 to its operations, offering customers a range of new applications such as wallpaper, vehicle graphics, fashion look books, art catalogs, cosmetic swatches and photo portfolios.”
Why did DSV purchase an HP vs. the dozens of other options available? Duggal’s chairman said, “When I heard about the Indigo, how they had reduced the effluent, and the amount of packaging for supplies, I was reminded again that HP is a company I want to do business with. There is also an array of partially recycled and FSC-certified materials allowing us eco-material options we simply did not have with photographic printing.”
Duggal knew all of this because HP’s integrated sales and marketing program includes the five points above and puts them into action each day. Not to mention that it has dominated the print space for years. Why? Because its products, services, messaging, customer service, brand marketing, etc.all harmonize throughout its strategic market plan.
Which brings us to the obvious question: How does your strategic market plan measure up? It’s definitely something your chief marketing leader should be able to answer.
Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
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Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.