As a budding business professional, you have learned the marketing models and frameworks in detail, which is a prerequisite to excel in the field of marketing. Now, I urge you to explore something that is not given much importance from a marketing point of view but is significant nevertheless. I am talking about the non-marketing frameworks and strategies you might require to keep your businesses afloat once you jump into the real field.
Let us look at this unconventional side of marketing now.
The other side of Marketing
When dealing with a plan to launch a product or a service, every manager is faced with the most critical decisions of how to do so. You as a manager will often come across with several questions like - What is the target market?; Who are the rivalries in the market? What should be the segmentation of the product? and so many.
While questions like these are all explained by various frameworks of the marketing world like PESTEL, SWOT and BCG Matrix, there is another framework that is useful to strategise for the non-market decisions.
Non-marketing Frameworks
Non-markering strategies lie beyond the scope of the product and intended audience. The external factors play a role in the decisions that can arise at a later point unforeseen while designing the marketing strategies.
There are several non-marketing factors that indirectly impact the sales and marketing of an organisation. Some of those are the internal efficiency of the company, corporate social responsibilities taken by the brand, the societal and environmental impact caused by the organisation and several others.
Let us now look one of non-marketing frameworks that will help you tackle any hurdle that can originate due to non-market factors.
The (IA)3 Framework
The (IA)3-framework is built around analysing issues, actors, interests, arenas, information and assets. These factors need to be incorporated to design a non-marketing strategy.
- What are the issues?
- Who are the actors?
- What are the actors' interests?
- In what arena do the actors meet?
- What information moves the issues in this arena?
- What are the assets which the actors need to prevail in this arena?
The detailed description of the non-marketing strategies is outside this article's scope. Still, I wanted to direct the reader to a more complete understanding. I thus introduced the topic in the conclusion of the block.
