Go To Market, or How to Get to the Market (CCM), is the brand's planning to define which categories, products and channels should be worked on according to each client/consumer profile.
It consists of the plan to implement the strategy and positioning established for the company/brand to ensure competitive advantage.
Who is it for?
This tool is commonly used by consumer goods and retail companies. However, with some adaptations, the CCM can be implemented in any segment (B2B industries and services, among others) as it allows the definition of communication and marketing strategies for products and services to the target audience.
Macro Steps
Answer the following key questions:
Who exactly is the target audience to be reached?
What will be the mix of products offered to this audience?
How much will we charge for our products to different customers/channels?
How will we promote our products?
Where will we promote and sell our products in order to reach our target audiences?
Building a CCM plan:
Define target market and identify market opportunities
Set positioning
Define Product, Channel, Price and Promotions
Deliverables
CCM plan with a clear definition of brand or product positioning, target audience to be reached, distribution and communication strategies
Account Plan, or Plan of Accounts. It is a tool for building customer relationship initiatives (CRM).
Here the company presents to the customer what its sales objectives are (mix and volume), proposals for marketing/trade marketing actions and growth prospects.
Solutions
Performance Improvement
