Integrow offers strategic analyses ranging from selected area of interest (such as competition, targeting, or messaging) to a complete SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. The deliverables can be specific reports with actionable recommendations or a comprehensive strategic marketing plan.
Industry Trends and Competitive Landscape
Integrow uses its proprietary industry mapping methodology to fully examine a client’s industry, identifying various types of industry players and noting barriers to entry. Integrow then analyzes relevant trends and developments in the competitive landscape, and recommends opportunistic positioning options.
Segmentation and targeting analysis
To help clients better understand their customer base, Integrow identifies relevant consumer demographic and behavioral characteristics and suggests a segmentation scheme that will inform targeting strategy. Integrow then conducts research to quantify the potential of the various market segments to prioritize the marketing effort and identify potential sweet spots and growth opportunities.
To build upon the client’s strengths and counter competitive barriers, Integrow will conduct research to determine appropriate business and community partnerships. Integrow will analyze the costs and benefits of such partnerships and recommend those that best help achieve the client’s strategic goals.
Marketing development capabilities and needs analysis
Realizing that growth transforms our clients and their needs will change over time, Integrow offers analysis to help clients make an informed decision about the scope and nature of marketing services they outsource. Integrow works with clients to identify available and potential internal resources and infrastructure (such as contact, relationship and content management systems). Integrow then conducts an assessment of marketing functions and infrastructure that would be required in the mid and long term. Based on this analysis and on clients’ preferences, Integrow can then offer training, knowledge management and sharing practices to help them build internal resources appropriate to their development.
Strength, Weaknesses, Opportunity and Threats (SWOT) Analysis
Integrow conducts a SWOT analysis to identify the potential in clients’ relevant marketing and organizational assets, including brand equity, intellectual property, technologies, business relationships, and established customer base. Integrow also examines organizational weaknesses and potential threats to the client from competitors, potential new players and new business and technology developments. Integrow will then conduct research and analysis to identify the spectrum of opportunities available to the client based on their unique assets, and threats to avoid.
Positioning and Marketing Narrative Development
Informed with analysis about the client’s strengths and weaknesses, competitive landscape and target market, Integrow can assist in the development of the most effective positioning and marketing narrative. The marketing narrative is a collection of facts about the company, its product or services, the production process, the team and the end customer, that are unique and significant in the context of market conditions, culture and values. Integrow provides clients with a Positioning and Marketing Narrative document that also includes suggested media story lines, talking points and specific messages to be incorporated in marketing communications and provide consistency and coherence to the brand.
* Planning and Strategy