On December 17, there was a master class of a world name strategist Victoria Deriugina. We recorded the main thesis and we would be happy to share them with you.

Strategy and planning horizons.

The beginning of any strategic planning – it is a moment of realization of: A) Where I am now or why I'm here. B) Where I want to be or what goal I’m headed to.

The answer to the second question defines the vision of the company, on the basis of which the strategy of behavior in relation to the competitors is selected. We shall talk about them below.
Between points A and B are the tools with the help of which the goal should be achieved.

How much time will it take? The planning horizons in the world companies are as follows:

12-18 months – first short-term horizon.
18 months – 5 years – medium-term horizon.
5+ years – long-term planning.
All this time a company or brand goes to the goal in point B.

VMOSA is the pyramid, which helps to articulate the business strategy.
1vision - 2mission - 3objectives - 4strategies - 5Action plаns.

And the strategies.

- violent – strategy of the aggressive behavior at the market.
- patient – strategy of waiting.
- commutator - strategy of differences.
- explerienta –strategy of expansion.

After the description of the business strategy and selection of type of the portfolio strategy, portfolio strategy laid out for brands. And then the brands are being positioned.

Every brand has its own role for the company.
Often there are the contradictions about the role being allocated to the brand and what the company expected of it. Example: brand of adhesives, which have been lying on a shelf for hundred years, and then it is taken and desired to be made a leader for three kopeks a year. This is a contradiction between a brand and a major business strategy of the company.

Brand power is in its mythology.

The stronger is the mythology, the more attractive shall be brand for the investment. The mythology should not be necessarily POSITIVE! But very strong. The investment attractiveness is not about positive, but about the simplicity of a brand recognition.