6. Strategic Planning

The second step of our four-stage shopper marketing process is strategic planning (labeled in Figure 6-1 simply as “planning”). Planning involves three components: identifying the right strategies, implementing the right initiatives, and developing the customer plan.

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Figure 6-1 Planning phase.

Right strategies are your plans for how you will capitalize on the opportunities you identified in the previous step. Strategies provide your shopper marketing agency with the platforms/framework for the initiatives and executions your agency will develop to achieve your objectives.

Initiatives are the tactics or executions that bring ...

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