The Manager's View

Using Generative AI for Marketing Strategy and Planning Part II

Last Week I discussed the initial phases of using AI for marketing strategy development and planning. AS with last week, the lens through which to view the marketing strategy and planning process is: Mission, Vision, Objective, Situation Analysis, Strategy, Tactics and Execution or MVOSSTE.

Last week I covered how AI could be used to generate potential projects, how it might be used to give ideas of how design the research process when doing situation analyses. It is important to understand in each of these cases AI is drawing upon information has been made available through the Internet. For an organization to make proper use of AI it is important to understand that AI is a tool and answers may not fir the organization's specific situation.

Now to consider marketing strategy, marketing strategy can be defined as the use of Price, Place (logistics), Product (the organization's offering) and Promotion to create value for Customers, Collaborators and the Company. As you might suspect, thc customers, the collaborators and the company may have different needs as it relates to Price, Place, Product and Promotion (the for Ps). A solid marketing strategy finds the areas where the four Ps provide value for the Customers, the Collaborators and the Company (the three Cs),

Going back to last week's example of an organization focused on wishing to improve the health and well being of its customers, the organization's situation analysis might have indicated that providing health services and telehealth services would be the opportunity to pursue.

STRATEGY

The marketing strategist could ask AI to generate a strategy that would focus on the US Market and cover the 45+ age market and provide value form each of the four Ps for each of the three Cs. AI might provide the following:

Product Strategy:
- Value Proposition: Develop products that offer unique health benefits, emphasizing preventive health, personalization, and sustainability.
- Innovation: Continuously invest in research and development to stay at the forefront of health and wellness innovation.
- Quality Assurance: Ensure high-quality standards in product development, sourcing, and manufacturing.
- Customization: Provide customizable options to meet individual health needs.
Pricing Strategy:
- Affordability and Accessibility: Implement a tiered pricing strategy to make basic health essentials accessible while offering premium options for specialized products or services.
- Subscription Models: Introduce subscription-based pricing for ongoing services, creating a steady revenue stream and encouraging customer loyalty.
- Discounts and Bundles: Offer discounts and product bundles to incentivize purchases and reward customer loyalty.
Place (Distribution) Strategy:
- Omnichannel Presence: Establish a strong omnichannel presence, combining online platforms with physical retail partnerships where applicable.
- Global Expansion: Strategically expand into international markets, adapting products and services to local preferences.
- Collaborations: Partner with health clinics, fitness centers, and other relevant collaborators to extend the reach of products and services.
Promotion Strategy:
- Content Marketing: Develop informative and engaging content on health and wellness topics to position the brand as an authority in the industry.
- Social Media Engagement: Leverage social media platforms to build a community, share success stories, and engage with customers directly.
- Influencer Collaborations: Partner with influencers in the health and wellness space to amplify the brand message and reach new audiences.
- Educational Campaigns: Run campaigns focused on health education, empowering customers to make informed decisions about their well-being.
Customer Experience Strategy:
- Personalized Customer Journeys: Implement data-driven strategies for personalized customer experiences, from product recommendations to post-purchase support.
- Customer Support and Education: Offer excellent customer support and educational resources to assist customers in achieving their health goals.
- Feedback Mechanism: Establish a feedback loop to gather insights from customers, enabling continuous improvement.
Collaborator and Partnership Strategy:
- Mutually Beneficial Collaborations: Foster collaborations with healthcare professionals, fitness experts, and other industry stakeholders for mutual benefit.
- Co-Branding Opportunities: Explore co-branding opportunities with reputable collaborators to enhance brand credibility.
- Supply Chain Collaboration: Collaborate with suppliers and manufacturers to ensure a transparent and ethical supply chain.
Technology Integration:
- Digital Health Solutions: Integrate technology for personalized health tracking, virtual consultations, and other digital health solutions.
- E-Commerce Optimization: Ensure a seamless online shopping experience with user-friendly interfaces and secure transactions.
- AI and Data Security: Prioritize data security and use AI responsibly to enhance customer experiences without compromising privacy.
Sustainability and Ethical Practices:
- Eco-Friendly Messaging: Communicate the brand's commitment to sustainability and eco-friendly practices.
- Ethical Sourcing: Source ingredients and materials ethically, supporting fair trade practices.
Employee Well-Being:
- Internal Wellness Programs: Implement wellness programs for employees, emphasizing the organization's commitment to health.
- Professional Development: Invest in ongoing training and development to empower employees and enhance their skills.
Measuring and AdaptingKey Performance Indicators (KPIs):
Establish KPIs to measure the success of the strategy across different areas.Agile Adaptation: Stay agile and adapt the strategy based on market trends, customer feedback, and performance metrics.

Adjusting this for the 45+ age group might change the strategy slightlythe following:

Product Strategy:
- Senior-Specific Products: Develop products that address the health needs and concerns of individuals aged 45 and older, such as supplements targeting bone health, joint support, and cognitive function.
- Easy-to-Consume Formats: Offer products in formats suitable for seniors, considering factors like ease of swallowing and digestion.
- Anti-Aging Skincare: Enhance the anti-aging skincare product line, emphasizing ingredients that promote skin health and address age-related concerns.
Pricing Strategy:
- Value Bundles for Health Essentials: Create value bundles that include essential health products for seniors at discounted prices.
- Affordable Subscription Plans: Introduce subscription plans for ongoing health support, ensuring affordability for long-term customers.
Place (Distribution) Strategy:
- Pharmacy Partnerships: Establish partnerships with pharmacies and drugstore chains, considering the convenience for the target demographic.
- E-commerce Accessibility: Optimize the online shopping experience, ensuring user-friendly interfaces and secure transactions for tech-savvy seniors.
Promotion Strategy:
- Health Education Campaigns: Launch educational campaigns focused on age-related health issues and preventive measures.
- Testimonials and Success Stories: Share real-life success stories of individuals in the 45+ age group who have benefited from the products.
- Targeted Social Media Engagement: Use social media channels popular among older demographics for targeted engagement.
Customer Experience Strategy:
- Dedicated Senior Support Team: Establish a customer support team trained to assist seniors with product inquiries and health-related questions.
- Senior-Friendly Packaging: Ensure product packaging is easy to open and includes clear instructions for use.
Collaborator and Partnership Strategy:
- Healthcare Professional Collaborations: Collaborate with healthcare professionals catering to older adults, seeking endorsements or joint initiatives.
- Community Centers and Senior Living Facilities: Partner with community centers and senior living facilities for product promotions and educational events.
Technology Integration:
- User-Friendly Health Apps: Develop user-friendly health apps with features like medication reminders, health tracking, and virtual consultations.
- Tech Education Initiatives: Implement initiatives to educate seniors on using technology for health and wellness.
Sustainability and Ethical Practices:
- Transparent Sourcing Information: Clearly communicate the ethical sourcing of ingredients and provide information on the sustainability practices employed.
- Eco-Friendly Packaging Messaging: Emphasize eco-friendly packaging and its alignment with environmentally conscious values.
Employee Well-Being:
- Health Programs for Employees 45+: Design wellness programs that specifically cater to the health needs of employees aged 45 and older.
- Age-Friendly Workplace Policies: Implement policies that support an age-friendly workplace, considering the needs of older employees.
Measuring and Adapting:

Market Research and Feedback: Conduct ongoing market research and gather feedback from the 45+ demographic to adapt the strategy as needed.
Continuous Improvement: Stay vigilant about health trends, scientific advancements, and changes in the preferences of the target demographic to ensure continuous improvement.

TACTICS

If the strategist uses this suggested strategy outline, it will have to be more fully developed and will need to consider the tactics required to implant the strategy. Tactics will require the strategist to identify the required workforce (manpower), finances (money), operating procedures (methods) and fixed assets (machinery). Ai can be helpful in providing an assist, but again, it might not be fully applicable to the organizations goals or may not fit with the resources available. If asked AI might provide the following tactics outline:
Workforce:
- Nutrition and Health Experts: Employ qualified nutritionists and health experts who understand the specific health needs of individuals aged 45 and older.
- Senior Product Development Team: Build a product development team with expertise in creating formulations tailored to address age-related health concerns.
- Customer Support Team: Establish a dedicated customer support team with members trained to assist seniors, providing empathetic and patient assistance.
- Marketing and Content Team: Hire marketers and content creators who can develop campaigns and content that resonate with the target demographic.
- Technology Specialists: Employ experts in digital health and technology to manage the development and maintenance of user-friendly health apps.
Finances:
- Research and Development Budget: Allocate funds for ongoing research and development to stay innovative and meet the evolving health needs of the 45+ demographic.
- Marketing and Promotion Budget: Invest in targeted marketing campaigns and promotions to effectively reach and engage the target market.
- Distribution Costs: Budget for distribution costs, including partnerships with pharmacies, e-commerce platforms, and potential collaborations with healthcare professionals.
- Sustainability Initiatives Budget: Allocate resources for sustainable practices and eco-friendly packaging, ensuring alignment with the company's values.
Operating Procedures:
- Regulatory Compliance: Develop and adhere to operating procedures that ensure compliance with health and safety regulations, especially those applicable to health and wellness products.
- Quality Assurance Processes: Implement rigorous quality assurance processes throughout the supply chain, from sourcing raw materials to manufacturing and distribution.
- Data Security Measures: Establish robust data security measures, particularly when dealing with health information and personalized data from users.
- Continuous Improvement Protocols: Implement protocols for continuous improvement based on customer feedback, market trends, and technological advancements.
Equipment:
- Product Development Lab: Equip a lab with the necessary facilities and equipment for formulating and testing health and wellness products.
- Digital Health Technology Infrastructure: Invest in the infrastructure required for developing and maintaining digital health technologies, including health apps and data analytics tools.
- Customer Support Tools: Provide customer support teams with the tools and technology needed for efficient communication, issue resolution, and tracking customer interactions.
Technology Integration:
- E-commerce Platform: Set up and maintain a user-friendly e-commerce platform to facilitate online sales.
- Health App Development Tools: Invest in tools and technologies for the development and maintenance of health apps, ensuring a seamless user experience.
- Data Analytics Tools: Utilize data analytics tools to gather insights from customer behavior, enabling data-driven decision-making.
Training Programs:
- Employee Training Programs: Implement comprehensive training programs for all employees, focusing on product knowledge, customer service skills, and adherence to company values.
- Technology Training: Provide ongoing training for employees on new technologies and digital tools, ensuring proficiency in their use.
Remote Work Infrastructure:
- Digital Communication Tools: Establish a robust set of digital communication tools to facilitate remote work, especially for roles that may not require a physical presence.
- Collaboration Platforms: Implement collaboration platforms to ensure seamless communication and project management among remote teams.
Sustainability Initiatives:
- Sustainable Packaging Equipment: Invest in equipment and processes that support sustainable packaging practices, reducing the environmental impact of product packaging.
- Eco-friendly Manufacturing Practices: Implement manufacturing practices that align with eco-friendly and sustainable principles.
Logistics and Distribution:
- Distribution Network: Establish a distribution network, potentially partnering with logistics companies to ensure efficient and timely delivery of products to various locations.
- Inventory Management System: Implement an effective inventory management system to optimize stock levels and prevent shortages or excesses.
Legal and Compliance Team:

Legal Advisors: Employ legal professionals or engage legal advisors to navigate complex regulatory environments, ensuring compliance with health, safety, and consumer protection laws.
Ethics and Compliance Officers: Appoint ethics and compliance officers to oversee adherence to ethical standards and company policies.

This list can be modified to fit the organization's circumstances. For example if the organization has few resources Ai might be asked to adjust the tactics and the response might be as follows:

Workforce:
- Multi-functional Roles: Consider individuals who can wear multiple hats, combining roles where possible to maximize efficiency.
- Part-Time or Contract Employees: Explore part-time or contract arrangements for certain roles to reduce fixed labor costs.
- Internship Programs: Consider establishing internship programs with educational institutions to bring in talent at lower costs.
Finances:
- Lean Budgeting: Adopt a lean budgeting approach, focusing resources on key priorities like product development, targeted marketing, and customer support.
- Bootstrapping: Explore bootstrapping strategies, such as self-funding initiatives and minimizing reliance on external financing.
- Government Grants and Programs: Research and leverage government grants or programs that support health and wellness initiatives.
Operating Procedures:
- Efficient Processes: Streamline operating procedures to minimize waste and optimize efficiency.
- DIY Regulatory Compliance: Invest time in understanding and managing regulatory compliance internally to reduce the need for expensive external consultants.
- Agile Adaptation: Embrace an agile approach, adapting processes based on iterative feedback and learning.
Equipment:
- Shared Resources: Explore shared facilities or collaborative arrangements to access equipment without a hefty upfront investment.
- Open Source Tools: Utilize open-source or low-cost software tools for product development, data analytics, and customer support.
Technology Integration:
- Affordable Technology Solutions: Prioritize affordable and scalable technology solutions, considering open-source software and free tools.
- DIY Website Development: If feasible, consider building and maintaining a basic website in-house to reduce web development costs.
- Community Support: Leverage community forums and support for troubleshooting and problem-solving instead of expensive tech support contracts.
Training Programs:
- Online Training Resources: Utilize free or low-cost online training resources for employee development.
- Peer-to-Peer Learning: Encourage peer-to-peer learning within the team, fostering a collaborative learning environment.
- External Workshops and Seminars: Prioritize attendance at free or low-cost external workshops and seminars for skill enhancement.
Remote Work Infrastructure:
- Freeware and Collaboration Platforms: Utilize freeware and low-cost collaboration platforms for remote work.
- Flexible Work Arrangements: Implement flexible work arrangements to reduce the need for expensive office infrastructure.
Sustainability Initiatives:
- DIY Sustainable Practices: Implement simple, do-it-yourself sustainable practices without relying on expensive eco-certifications.
- Local Sourcing: Consider sourcing ingredients locally to reduce transportation costs and support community sustainability.
Logistics and Distribution:
- Efficient Supply Chain: Optimize the supply chain for cost-effectiveness, focusing on efficient inventory management to avoid excess or shortage.
- Local Distribution: Initially focus on local distribution to minimize transportation costs.
Legal and Compliance Team:

DIY Compliance: Invest time in self-educating on legal and compliance requirements, minimizing reliance on external legal services.
Legal Aid Clinics: Explore pro bono or low-cost legal aid clinics for occasional legal advice.

EXECUTION

This list of tactical approaches would again have to be more fully developed by the marketing strategy team. To implement these tactics the strategist would enter the execution phase of the MVOSSTE process. To execute the tactics would require and in-depth plan, an organization plan, the directions for the workforce and controls to insure objective were being met. AI can be helpful here by identifying potential approaches.

Planning:
- Strategic Planning: Develop a comprehensive strategic plan that aligns with the organization's mission and vision. Clearly define short-term and long-term objectives.
- Market Research: Conduct in-depth market research to understand the needs, preferences, and behaviors of the target demographic (individuals aged 45 and older in the U.S.).
- Financial Planning: Develop a detailed budget that prioritizes essential activities. Explore cost-effective solutions and allocate resources based on strategic priorities.
- Risk Assessment: Identify potential risks and challenges in the execution of the strategy. Develop contingency plans to address unforeseen circumstances.
Organizing:
- Team Structure: Establish an organizational structure that optimally aligns with the strategy. Consider lean structures with multi-functional roles to maximize efficiency.
- Role Clarity: Clearly define roles and responsibilities within the organization to avoid confusion and ensure accountability.
- Cross-Functional Teams: Foster collaboration among cross-functional teams to encourage a holistic approach to product development, marketing, and customer support.
- Remote Work Policies: If applicable, develop policies and procedures for remote work, ensuring effective communication and collaboration.
Directing:
- Leadership and Communication: Provide strong and clear leadership to guide the organization. Communicate the vision, mission, and strategic objectives effectively to all team members.
- Employee Empowerment: Empower employees by encouraging creativity, innovation, and problem-solving. Recognize and reward contributions to foster a positive work environment.
- Training and Development: Invest in ongoing training programs to enhance the skills of the workforce. Prioritize knowledge sharing and peer-to-peer learning.
- Motivation and Morale: Implement strategies to boost employee morale, especially during challenging times. Recognize achievements and celebrate milestones.
Controls:
- Key Performance Indicators (KPIs): Establish clear and measurable KPIs aligned with organizational goals. Regularly monitor and evaluate performance against these indicators.
- Budgetary Controls: Implement strict budgetary controls to ensure financial discipline. Regularly review expenditures and adjust budget allocations as needed.
- Quality Assurance: Implement rigorous quality control processes throughout the supply chain to maintain high product standards.
- Feedback Mechanisms: Develop systems for collecting feedback from customers, collaborators, and employees. Use feedback to iterate and improve products, services, and processes.
Technology Integration:
- Data Security Protocols: Implement robust data security protocols, especially when dealing with health-related information. Comply with relevant data protection regulations.
- Technology Monitoring: Regularly assess and update the technology infrastructure. Ensure that digital health platforms and apps meet user expectations and maintain functionality.
- Digital Marketing Analytics: Utilize analytics tools to monitor the effectiveness of digital marketing efforts. Adjust strategies based on performance metrics.
Sustainability Initiatives:
- Environmental Impact Assessment: Regularly assess the environmental impact of operations and product offerings. Seek opportunities to enhance sustainability practices.
- Supplier Compliance: Ensure that suppliers adhere to ethical and sustainable practices. Foster partnerships with suppliers who align with the organization's sustainability goals.
Continuous Improvement:

Iterative Approach: Embrace an iterative approach to strategy execution. Regularly review and refine strategies based on changing market conditions and internal feedback.
Learning Culture: Foster a learning culture within the organization. Encourage continuous improvement through knowledge sharing, training, and professional development.
Agile Adaptation: Be responsive to market changes and customer needs. Maintain agility in adapting to unforeseen challenges and opportunities.

While this is general the strategy team can ask AI for more specific help. For example providing job descriptions and standards of performance for the work force.

1. Nutrition and Health Expert:

Job Description: The Nutrition and Health Expert will be responsible for developing health and wellness products tailored to the needs of individuals aged 45 and older. They will stay abreast of the latest research in nutrition and aging, collaborate with the product development team, and ensure that all products meet high-quality standards.