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Goal and Roadmap Image

G-STIC framework

Goal | Strategy | Tactics | Implementation | Control

The G-STIC framework is a structured approach to developing effective marketing plans. It stands for Goal, Strategy, Tactics, Implementation, and Control. This framework was introduced by Alexander Chernev, a professor of marketing at the Kellogg School of Management at Northwestern University, who is known for his extensive work in marketing strategy and brand management.

If you don't know
where you want to go,
any path will do...

from "Alice's Adventures in Wonderland" by Lewis Carroll

Alice: “Would you tell me, please, which way I ought to go from here?” Cheshire Cat: “That depends a good deal on where you want to get to.” Alice: “I don’t much care where—” Cheshire Cat: “Then it doesn’t matter which way you go.”

This quote highlights the importance of having a clear goal or direction. If you don’t know where you want to go, any path will do, implying that without a destination, direction becomes irrelevant.

Alice where-to-go for brand positioning
Goal Image

Goal

Definition: The first step involves setting specific, measurable, achievable, relevant, and time-bound (SMART) objectives that the marketing plan aims to achieve.

Purpose: Goals provide direction and a clear benchmark for success. They align marketing activities with the overall business objectives.

Strategy

Definition: This defines the overall approach to achieving the marketing goals. It includes the selection of target markets and the value proposition.

Components: Identifying the target audience, determining how to position the product or service in the market, and deciding on the key message to communicate.

STP strategy: segmentation, targeting, positioning
4Ps of marketing: product, price, place, promotion

Tactics

Definition: These are the specific actions and marketing mix elements used to execute the strategy.

Elements: Product development, pricing strategies, distribution channels, and promotional activities.

Implementation

Definition: This involves putting the tactical plans into action.

Processes: Allocating resources, assigning responsibilities, scheduling activities, and managing the execution.

Start Doing Image to illustrate I (implementation) in G-STIC template
Gardening Image to illustrate C (control) in G-STIC template

Control

Definition: The final component involves monitoring and evaluating the performance of the marketing plan.

Activities: Tracking key performance indicators (KPIs), analyzing outcomes, and making necessary adjustments to ensure the marketing efforts remain on track and effective.

Image for About Altipex

Greetings from Altipex.com

Being a passionate believer in Simon Sinek’s “Golden Circle” concept, which consists of three concentric circles labeled “Why,” “How,” and “What.” Everything we do, we start with Why”.

With over 15 years of experience, we specialize in:

  • Strategy: where-to-play, how-to-win.
  • Branding: making a difference.
  • Marketing: connecting with purpose.

 

If you require consultancy services, please feel free to contact us.

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