Frameworks For The Win

Marketing Frameworks
Sr No. Framework Used for Page No.
1 Go-to-Market Bringing a new product or service to market 3
2 Brand Identity Prism Defining and communicating the essential 4
elements of a brand's personality and image.
3 Brand Archetype Aligning a brand with universally recognized 4
character archetypes to enhance its
storytelling and appeal.
4 Brand Key Identifying and articulating the core elements 5
that define a brand, including its purpose,
values, and positioning.
5 Brand Laddering Systematically explore and build connections 6
between a product's attributes, functional
benefits, emotional benefits, and core values
to strengthen its brand positioning.
6 Perceptual Mapping Visually representing how consumers 7
perceive brands in relation to each other
based on specific attributes, aiding in
strategic positioning decisions.
7 Brand/Marketing Funnel The brand funnel framework is a marketing 7
model that visualizes the consumer's journey
from awareness to brand loyalty, capturing
stages such as consideration, preference, and
purchase intent.
8 5C Analysis (Holistic The 5 C analysis, encompassing Consumer, 8
Understanding) Company, Category, Channel, and Competitor
assessments, is vital for strategic planning,
offering a comprehensive understanding of
market dynamics, consumer needs, and
internal capabilities.

Strategy Frameworks
Sr No. Framework Used for Page No.
1 BCG Matrix A strategic framework categorizing a 10
company's product portfolio into Cash Cows,
Stars, Question Marks, and Dogs to guide
resource allocation.
2 Ansoff Matrix A growth matrix outlining strategies for 12
market penetration, product development,
market expansion, and diversification to
guide business expansion decisions.
3 SWOT Analysis A comprehensive analysis identifying internal 12
Strengths and Weaknesses and external
Opportunities and Threats to inform strategic
planning and decision-making.
4 Porter’s 5 Forces A framework assessing industry 13
competitiveness by analyzing the bargaining
power of buyers, suppliers, the threat of new
entrants, the threat of substitutes, and
internal rivalry.
Page | 1
 5 Blue Ocean Strategy A strategic approach focusing on creating 13
uncontested market space by innovating and
offering unique value, distinct from
competitors, to foster business growth.
6 VRIO Analysis Internal Environment Analysis 15
8 Strategy Diamond Provides a comprehensive view of a firm's 15
strategy by examining arenas, vehicles,
differentiators, staging and pacing, and
economic logic, fostering a holistic
understanding of strategic choices.

Culture Analysis Frameworks

Sr No. Framework Used for Page No.
1 RDE (Residual-Dominant- Mapping cultural shifts 15
Emerging)
2 Cultural Onion Used to analyze and understand the layers of 15
culture within societies, providing valuable
insights for businesses to adapt their
strategies, communication, and marketing
approaches in diverse cultural contexts.

Communication Frameworks
Sr No. Framework Used for Page No.
1 Discover-Involve-Act Share Planning communication activities phase wise 16
2 3E Framework for Consumer Understanding 18
understanding Consumers
3 Hero-Hub-Hygiene Model The Hero-Hub-Hygiene Model is important for 19
content strategy, guiding the creation of
impactful content (Hero), consistent
evergreen content (Hub), and fundamental,
routine content (Hygiene) to build a well-
rounded and effective digital presence.

Page | 2
Marketing Frameworks

1. Go-To-Market
A go-to-market (GTM) strategy is a comprehensive plan businesses use to bring a
new product or service to market. Build on all the points one by one.

Go-to-market plan components:

1. Market Insights
a. Customer and competitor research
b. Market trends
c. Key opportunities & issues
2. Customer Value Proposition
a. Core competencies
b. Target markets
c. Brand positioning
3. Marketing Objectives
a. Sales & profit projections
b. Target market behaviors
c. Customer awareness and attitude formation campaigns

Page | 3
 4. Marketing Strategy & Tactics
a. Big picture direction
b. Plan of action
c. Customer acquisition, retention & growth
5. Execution & Evaluation
a. Budget & ROI
b. Schedule of activities
c. Performance evaluation parameters and corrective action points

2. Brand Identity Prism

The prism’s purpose is for brands to recognize the parts of their identity and make
them work together to tell the brand’s story. The Brand Identity Prism is a way to
develop your brand so that customers can instantly recognize its personality and its
value in their lives. The prism is a helpful and clear way for you to craft a branding
strategy that is aligned with your mission.

3. Brand Archetype

A brand archetype is a representation of your brand as a persona based on 12 key

human desires and values, such as safety, power, and belonging. The idea behind creating
your archetype is to build a brand narrative and create an emotional connection with your
target audience

Page | 4
 Across Industries & Brands

Industry: Beverages

Read more here : https://www.visualcapitalist.com/12-brand-archetypes-marketers-use/

4. Brand Key

A brand key framework is used for brand positioning exercise. A brand key can be
used to guide all aspects of managing a brand, from messaging and advertising to
product development and customer experience. It is essentially a summary of a
brand's distinctive identity – who you are, and positioning – where you compete.

Page | 5
 Read more here: https://beloved-brands.com/brand-key-model/

5. Brand Laddering
Brand Laddering involves moving from product attributes to benefits and, ultimately,
to abstract values. This technique is crucial in product positioning, shaping
consumers' perceptions. Starting with attributes, brands establish category
membership, progress to product benefits, and then strive to associate with abstract
benefits, addressing deeper consumer needs. The final stage is achieving Brand
Essence, making the brand synonymous with abstract benefits.

Page | 6
6. Perceptual Mapping
Perceptual map, also known as a market map, is a diagram that represents
customers’ perceptions of specific features of items, products, or brands.
The word ‘perceptual’ comes from the word ‘perception’, which basically refers to
the consumers’ understanding of the competing products and their associated
attributes

Read more: https://boardmix.com/examples/perceptual-map-marketing-examples/

7. Brand/Marketing Funnel
The marketing funnel consists of different stages, and prospects move from top to
bottom. First, prospects who you have reached out to are in the top of the funnel

Page | 7
 (Awareness), second are prospects who are educating and learning about your
offerings (Consideration), and finally prospects those who are taking steps to
becoming customers (Conversion) are at the bottom.

Read More here : https://www.vennmarketing.com/blog/marketing-101-a-7-minute-

introduction/

8. 5C Analysis
A 5C analysis can be used for holistically understanding of the Business.

Key Questions that can be investigated:

Page | 8
Company:
• How many units do you need to sell? In what time frame?
• What is the price? What is the profit margin?
• What assets, news or events is your client able to leverage in
this campaign?
• What other products does your client own that could be
relateable to this campaign?
• What is the budget to market this?
• How do you know when your brand is succeeding?
• How do you know when your brand is failing?

Category:
• How are relevant categories defined today by –
manufacturers, consumers and retailers?
• Which categories does/ could this product play in?
• How big are these categories – penetration, units, sales,
margins? Are they growing/ declining?
• What are the key trends in these categories?
• Which trends are going to help/ hinder your success?
• What are/ were our shares in these categories? What are/
were our competition’s shares in these categories?

Competitors:
• Who are our key direct competitors?
• Who are our key indirect competitors?
• Are there any new competitors that we need to defend
against?
• What are/ were competitors prices?
• What are/ were their propositions and how do they
communicate them?
• Who do/ did the competitors target?
• How big were/ are their media budgets?
• How many units do/ did they sell?

Consumer:
Page | 9
• Which key segments (eg. by needs, by usage of our brand) can
the product appeal to?
• How big are they – in terms of people, sales, margins? Are
they growing/ declining?
• Who are they?
• What do they love/ hate about the category?
• What do they love/ hate about the brand?
• What do they love/ hate about the competition?
• What do they think about the product?
• What are their needs?

Channel:
• Where is the product sold?
• How is the product sold?
• Does your market share depend on distribution channels?
• Which distribution channels are critical to your success?
• What are the key trends in sales channels? What is the
contribution of eCommerce?
• What do these channels think of your brand and product?
• How might the product be positioned and thus shelved in
store?

An Additional C that can be analysed is Culture. Questions to be investigated:

• Changing lifestyles
• Shared Values
• Pop Culture
• Trends
• Sub-Cultures

Page | 10
Strategy Frameworks

1. BCG Matrix

Designed to help with long-term strategic planning, to help a business consider growth
opportunities by reviewing its portfolio of products to decide where to invest, to
discontinue, or develop products.

It allows a review of all the products within its ambit.

Page | 11
Strategies for each quadrant

2. Ansoff Matrix
Ansoff Matrix is vital for strategic planning to find out opportunities that can help grow business by
developing new products & services or tapping into new markets. Also known as Product-Market Matrix. It is
a tool used by the brands to plan and analyse their growth by putting their product portfolio (existing or new)
in different categories.
The Entire product portfolio of a brand can be divided into one of the 4 categories mentioned below:
Market Penetration: Increasing sales of existing products to an existing market. Market Development:
Entering a new market using existing products.
Product Development: Introducing new products to an existing market.
Diversification: Entering a new market with the introduction of new products

Page | 12
 Read More here: https://themarketingagenda.com/2015/03/28/coca-cola-ansoff-
matrix/

3. SWOT Analysis

4. Porter’s 5 Forces
Understanding competitive landscape/market entry. Used for External Market
Analysis
Analysis across 5 areas - a) Competition in the industry, b)Potential of new
entrants into the industry, c)Power of suppliers, d)Power of customers, e)Threat
of substitute products

Page | 13
5. Blue Ocean Strategy

In the red oceans, industry boundaries are defined and accepted, and the
competitive rules of the game are known." Here companies try to outperform
their rivals to grab a greater share of existing demand. The dominant focus
ofstrategy work over the past twenty-five years has been on competition-based
red ocean strategies." As the market space of red oceans gets crowded, prospects
for profits and growth are reduced. Products become commodities, and cutthroat
competition turns the red ocean bloody. Hence the term "red" oceans. Blue
oceans, in contrast, are defined by untapped market space, demand creation,
and the opportunity for highly profitable growth.

Page | 14
6. VRIO Framework
Used for internal environment analysis. the VRIO framework is a useful tool
designed to help organizations identify and leverage the unique resources and
capabilities that makeup long-term, sustainable competitive advantages.

7. Strategy Diamond
A strategy diamond encompasses 5 essential aspects of strategy to ensure that
the strategy is comprehensive and adds value. It helps to tie the different
fragments together into a holistic strategy.

Page | 15
Culture Analysis Frameworks

1. RDE Framework (Residual-Dominant-Emerging)

Used for mapping cultural shifts and trends. For eg. Mapping the shifts in coffee
consumption over the years. (Can also be called Timestamping)

2. Cultural Onion (Hofstede’s Culture Onion)

Hofstede's Culture Onion framework helps organizations understand and navigate
the layers of culture within different markets. By examining values, symbols, rituals,
heroes, and basic assumptions, businesses can tailor their marketing strategies,
messaging, and operations to align with the cultural nuances of specific regions. This
framework is crucial for developing culturally sensitive marketing campaigns,
fostering effective communication, and building strong relationships with diverse
consumer bases in a globalized marketplace.

Page | 16
Communication Frameworks

1. Discover-Involve-Act-Share
This framework is very similar to the brand funnel framework, except it is more
communication oriented.

Page | 17
2. 3 E Framework to understand Consumers

Experts

• Sociologists, Psychologists, Academicians,

• Film Makers, Designers, Editors, Online influencers...
• Observers of society: Teachers, Canteen boys, DJs,
• Hobby teachers in small towns
• Trade/Dealers, Salesmen
• Cartoonists and Stand-up comedians

Ethnography

• Secondary Published Material

• Day in the life
• Observations - Formal and personal
• Home/Possession Audits
• Media Ethnography
– Magazines/Books
– TV Serials/Movies
– Internet sites/Blogs/Games

Experience

• There are lots of insights buried in customers interaction with the brand

Page | 18
 • Especially the relationship that loyal customers share with the brand – what
makes them loyal
• These intangible connections can be leveraged by the brand to expand its
depth of engagement

3. Hero-Hub-Hygiene Model
The Hero, Hub, and Hygiene model is a content creation framework developed by
YouTube that helps businesses plan their content strategy. The model emphasizes
creating content in three distinct categories: Hero, Hub, and Hygiene.

Hero Content
Hero content is designed to attract new audiences and create brand awareness. It is
typically a one-time event or piece of content that generates buzz through social
media shares or viral marketing. An example of this is Nike’s “Breaking2” campaign
where they attempted to break the two-hour marathon barrier.

Hub Content
Hub content is aimed at engaging your existing audience by creating regular, episodic
content that encourages them to subscribe to your channel or visit your website
regularly. This content can range from a series of webinars on a particular topic to a
podcast series. An excellent example of this is the TED Talks series on YouTube.

Hygiene Content
Hygiene content focuses on providing solutions to your audience’s everyday
questions. It includes evergreen content like tutorials, how-to guides, and FAQs. An
example of this is Buzzfeed Tasty’s recipe videos on Facebook.

It’s important to have a balance between these three types of content for a
successful marketing campaign. While hero content can generate buzz and attract
new audiences, hub, and hygiene content ensure loyalty and engagement from your
existing customers.
Page | 19
(Sample of what I had created for our SMCM live project)

Page | 20