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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.
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.
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.
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.
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.
Definition: This involves putting the tactical plans into action.
Processes: Allocating resources, assigning responsibilities, scheduling activities, and managing the execution.
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.
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”.
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