Marketing strategy development

We design an integrated marketing system to grow brands and products effectively.

A marketing strategy identifies where to focus for the greatest business impact.

Research shows us how to coordinate activity across channels. We develop messages and creative direction to share with the audience, then bring them together in a practical strategy.

  • 1

    A broad assessment of the business and a deep understanding of the market.

  • 2

    A practical guide that helps the whole team communicate with the audience consistently.

  • 3

    A media plan and tools for measuring campaign performance.

  • Our approach

    In plain language

    Tactics and goals should make sense to the whole client team. We work with your staff to develop recommendations for products and promotion across departments and visualise the plan to make it easy to use. Each recommendation explains the problem, the expected effect and how to test it, so teams can see how their work supports shared goals.

    A comprehensive market assessment

    We tailor competitor research to the client’s needs and goals. It can focus on a specific question or include indirect competitors, benchmarking and best practices from local and international companies.

    Long-term planning

    We set out what to do now and over the longer term. The plan includes alternatives for a changing market and separates decisions backed by evidence from ideas that need testing. You can take the first steps with confidence and adjust the plan as results come in.

    Broad scope and flexibility

    We can manage your marketing in fullor support selected tasks or advise your in-house marketing team. Our network includes more than 100 specialists across disciplines and regions; we assemble the right team for each project.

    In plain language

    Tactics and goals should make sense to the whole client team. We work with your staff to develop recommendations for products and promotion across departments and visualise the plan to make it easy to use. Each recommendation explains the problem, the expected effect and how to test it, so teams can see how their work supports shared goals.

    Broad scope and flexibility

    We can manage your marketing in fullor support selected tasks or advise your in-house marketing team. Our network includes more than 100 specialists across disciplines and regions; we assemble the right team for each project.

    Long-term planning

    We set out what to do now and over the longer term. The plan includes alternatives for a changing market and separates decisions backed by evidence from ideas that need testing. You can take the first steps with confidence and adjust the plan as results come in.

    A comprehensive market assessment

    We tailor competitor research to the client’s needs and goals. It can focus on a specific question or include indirect competitors, benchmarking and best practices from local and international companies.

    Complex B2B products need more than advertising: audiences must understand the value and move from first awareness to active interest. We built this journey for Orange.

    Orange

    We brought an international IT services integrator into the digital market in Russia.

    Orange needed to explain complex cybersecurity products to an audience that mainly knew it as a telecom operator. We studied the products and competitors, defined the audience and planned a sequence of advertising, articles and email. Product-specific landing pages helped visitors find relevant answers without searching through a general cybersecurity page.

    For Orange, we separated broad awareness of the telecoms brand from demand for specific IT solutions. Landing pages, articles and emails explained the products in different levels of detail. The strategy connected each piece to a B2B audience need and gave readers a route from first contact to relevant product information.

    Targeted website traffic grew by 96% during the campaign, while the blog-page bounce rate fell 5.4-fold.

    View Case Study
    Laptop showing an Orange Business Services cybersecurity project page

    Stages of marketing strategy development

    1

    Research

    We brief the client team and gather information about competitors, the audience and its expectations, and market opportunities. This gives us a strong evidence base for the marketing strategy.

    Company

    We study your business, brand, products, sales and customer service. We review locations, marketing activities, audience engagement and internal processes, taking your goals into account. We check what you measure and where data is missing, then build the strategy around available resources, product constraints and how your team handles demand.

    Market

    We study industry opportunities, trends and dynamics, market size, risks, growth potential across locations and the product’s position. We assess demand and review best practices.

    Competitors

    We compare competitors' strengths, weaknesses, marketing activity, pricing, positioning, product ranges and channels. Using the same criteria for each company helps separate advertising visibility from a real advantage and identify room for growth. We look at what competitors promise customers and what supports those promises.

    Research, analytics and data

    Audience

    We study the target audience's needs, motivations and barriers. We use interviews, surveys, reviews and online comments to learn from current and potential customers. AI helps group large sets of feedback and research to identify recurring themes. A strategist checks the original comments and their context before drawing conclusions about the wider audience.

    Product

    We study the product, its value and distinctive features, sales process and any existing research to understand customer needs and pain points.

    Company

    We study your business, brand, products, sales and customer service. We review locations, marketing activities, audience engagement and internal processes, taking your goals into account. We check what you measure and where data is missing, then build the strategy around available resources, product constraints and how your team handles demand.

    Audience

    We study the target audience's needs, motivations and barriers. We use interviews, surveys, reviews and online comments to learn from current and potential customers. AI helps group large sets of feedback and research to identify recurring themes. A strategist checks the original comments and their context before drawing conclusions about the wider audience.

    Research, analytics and data

    Competitors

    We compare competitors' strengths, weaknesses, marketing activity, pricing, positioning, product ranges and channels. Using the same criteria for each company helps separate advertising visibility from a real advantage and identify room for growth. We look at what competitors promise customers and what supports those promises.

    Market

    We study industry opportunities, trends and dynamics, market size, risks, growth potential across locations and the product’s position. We assess demand and review best practices.

    Product

    We study the product, its value and distinctive features, sales process and any existing research to understand customer needs and pain points.

    2

    Positioning

    Our research reveals audience expectations, competitor weaknesses and the product’s strengths. This helps us develop positioning that can earn a clear place in the market.

    Competitors

    We assess how the audience sees competitors and review their marketing strategies, strengths and weaknesses.

    Brand platform

    We define the brand attributes that support the chosen positioning and help the company stand out and stay memorable. AI helps organise observations and compare wording. Our specialists check the options against the research and product, then choose and explain the positioning.

    Audience perception

    We define how the brand should be perceived in relation to competitors.

    Unique value proposition

    We identify what makes the product worth choosing over alternatives. Each differentiator must offer clear value to customers and reflect a promise the company can deliver. Grounding the message in the product and service helps turn attention into lasting trust.

    Outcome

    We develop positioning based on competitor strengths and weaknesses, audience segments and market best practices.

    Emotional triggers

    We choose emotional cues that make communications engaging and help people feel connected to the brand.

    Competitors

    We assess how the audience sees competitors and review their marketing strategies, strengths and weaknesses.

    Audience perception

    We define how the brand should be perceived in relation to competitors.

    Outcome

    We develop positioning based on competitor strengths and weaknesses, audience segments and market best practices.

    Brand platform

    We define the brand attributes that support the chosen positioning and help the company stand out and stay memorable. AI helps organise observations and compare wording. Our specialists check the options against the research and product, then choose and explain the positioning.

    Unique value proposition

    We identify what makes the product worth choosing over alternatives. Each differentiator must offer clear value to customers and reflect a promise the company can deliver. Grounding the message in the product and service helps turn attention into lasting trust.

    Emotional triggers

    We choose emotional cues that make communications engaging and help people feel connected to the brand.

    Positioning helps identify the benefits customers value. For Gio Wellness, audience research shaped the club’s communications and lead generation.

    Gio Wellness

    We defined the club’s positioning and showed how to grow the brand through strategy.

    Gio Wellness needed to identify its audience and communicate the club’s value more clearly. We studied competitors, surveyed members and analysed how people choose a fitness club, uncovering underserved positioning opportunities. Modern equipment and new classes were already available but rarely featured in communications. Research made these strengths more visible and informed the next stage of promotion.

    For Gio Wellness, positioning began with how guests compare fitness clubs. The research connected the club's existing features with what customers value, giving the campaign concrete benefits to communicate. Enquiry figures reflect the next stage, when that strategy was put into practice.

    Leads tripled and the average cost per enquiry fell by 2.5 times; the campaign attracted customers during the seasonal slowdown.

    View Case Study
    Gio Wellness member during a workout
    3

    Build the strategy

    We create an integrated marketing system that brings strategy tools together to achieve business goals.

    Communication Channels

    We choose advertising channels and plan their use, from broad recommendations to specific decisions. Each channel has a role in introducing the product, helping people compare options, generating enquiries or encouraging repeat purchases. The strategy connects those roles so messages build on one another.

    Channel-by-channel plan

    We define the tools and formats for each channel, prioritise their launch and recommend improvements to the website, UX, product and brand. We account for dependencies: campaigns need landing pages and analytics in place, while evaluating enquiries depends on sales data. The plan keeps individual tasks tied to the overall objective.

    Media Plan

    We prepare several media plan scenarios with the budget needed to reach the target KPI. AI helps summarise information and compare large tables. Specialists verify calculations, sources and constraints. We discuss the forecast as a scenario with assumptions and use actual results to refine budget allocation.

    Communication Channels

    We choose advertising channels and plan their use, from broad recommendations to specific decisions. Each channel has a role in introducing the product, helping people compare options, generating enquiries or encouraging repeat purchases. The strategy connects those roles so messages build on one another.

    Channel-by-channel plan

    We define the tools and formats for each channel, prioritise their launch and recommend improvements to the website, UX, product and brand. We account for dependencies: campaigns need landing pages and analytics in place, while evaluating enquiries depends on sales data. The plan keeps individual tasks tied to the overall objective.

    Media Plan

    We prepare several media plan scenarios with the budget needed to reach the target KPI. AI helps summarise information and compare large tables. Specialists verify calculations, sources and constraints. We discuss the forecast as a scenario with assumptions and use actual results to refine budget allocation.

    Integrated
    solutions

    We tailor the plan to the scope of the challenge. It may address the brand, product or promotion channels, or combine them. For complex B2B solutions, see our IT company marketing.

    Marketing Strategy

    We create or scale an advertising communications system to promote a brand or product. The client receives a detailed plan with budgets and KPIs for engaging audiences through connected online and offline marketing.

    Brand Strategy

    We build strong, recognisable brands through research and strategy sessions with the team. We define values, strengths, positioning and tone of voice, then develop the visual identity.

    Communications Strategy

    We create rules for how an organisation communicates with its audience across channels, with a focus on digital. Long-term plans connect business growth with better sales, products and marketing.

    Marketing Strategy

    We create or scale an advertising communications system to promote a brand or product. The client receives a detailed plan with budgets and KPIs for engaging audiences through connected online and offline marketing.

    Brand Strategy

    We build strong, recognisable brands through research and strategy sessions with the team. We define values, strengths, positioning and tone of voice, then develop the visual identity.

    Communications Strategy

    We create rules for how an organisation communicates with its audience across channels, with a focus on digital. Long-term plans connect business growth with better sales, products and marketing.

    Brand strategy guides visual identity, the website and future communications. The KAURY project shows how market research can connect these decisions.

    KAURY

    We created a brand platform, visual identity and website for a waterproof footwear brand.

    Competitor research helped define KAURY’s strengths and growth opportunities. The team developed a brand pyramid and connected it to practical tools: a visual system and website. The project shows how strategy can guide several workstreams while keeping communications consistent as the brand grows.

    Research guided what KAURY should say about its waterproof footwear, how to present the manufacturer visually and how to introduce the brand online. A brand pyramid tied those decisions together. The work produced a brand platform, a development plan, a visual identity and a website.

    We identified competitive strengths and prepared a ten-year brand development plan.

    View Case Study
    Black waterproof boots by KAURY

    Focused strategy products

    We offer tailored strategic solutions for specific marketing challenges.

    PR strategy

    We plan PR activity across media, bloggers, events, partnerships and special projects, and forecast its effectiveness.

    Content Strategy

    We develop a content plan so that your website and external channels are designed to convert and communicate the brand’s values.

    Social media strategy

    We select social media channels around your goals, set communication guidelines, recommend profile design and create a quarterly content plan.

    Creative Concept

    We develop a big idea for a creative campaign around the chosen tools, budget and brand or product positioning.

    SEO strategy

    A technical audit helps us prioritise SEO improvements and accelerate progress towards thetop of search results. We prepare a roadmap for the coming months.

    PR strategy

    We plan PR activity across media, bloggers, events, partnerships and special projects, and forecast its effectiveness.

    Social media strategy

    We select social media channels around your goals, set communication guidelines, recommend profile design and create a quarterly content plan.

    Content Strategy

    We develop a content plan so that your website and external channels are designed to convert and communicate the brand’s values.

    Creative Concept

    We develop a big idea for a creative campaign around the chosen tools, budget and brand or product positioning.

    SEO strategy

    A technical audit helps us prioritise SEO improvements and accelerate progress towards thetop of search results. We prepare a roadmap for the coming months.

    The advantages of working with us

    Many clients continue working with us to put their strategy into action. More than 100 agency experts contribute when their skills are needed.

    • Marketing strategy — we implement 71% of our strategies in-house
    • Marketing strategy — 70 strategies in 5 years
    • Marketing strategy — at least 7 specialists on each project

    Team

    Several specialists contribute to the marketing strategy in parallel. Working in sync helps streamline delivery and produce the agreed result on schedule.

    Head of Department

    Head of Department

    Contributes to strategy development, recommends suitable tools and oversees the strategist’s work.

    Project Manager

    Project Manager

    Manages the team and sets checkpoints for specialists. Writes specifications for developers.

    Project Marketer

    Project Marketer

    Represents the client's interests in the project. Conducts research and guides the specialists' work.

    Strategist

    Strategist

    Researches the company, audience and competitors. Defines the positioning and creates a promotion plan.

    Designer

    Designer

    Develops visual assets in line with the client’s brand style.

    Content Marketer

    Content Marketer

    Assesses the product and competitors through the lens of content and audience perception.

    Specialists

    Specialists

    Researches PR, SEO and social media marketing, paid search andpaid social advertising. and develops promotion recommendations.

    Questions and Answers

    What does a marketing strategy engagement include?

    We research the company, market, audience and competitors, then use the findings to define positioning and a promotion plan. We explain the choice of audiences, messages and channels, the order of work and how to measure results. We agree on the exact scope for each project.

    Can we build a marketing strategy from competitors' experience alone?

    Competitors provide useful reference points, but their economics, lead quality and internal constraints are rarely visible. Compare what you observe with your own audience, product and data. A competitor's approach can suggest a hypothesis to test.

    How do I choose between a full strategy and a narrower one?

    Start with the decisions you need to make. Defining an audience, a value proposition and a promotion system calls for a wider scope. If that foundation is already in place, a strategy focused on a single channel or communication problem may be enough.

    How does AI help develop a marketing strategy?

    We use AI to group materials, compare wording and summarise large amounts of information. Strategists evaluate sources, check context and make decisions about audiences, positioning and channels.

    How is a marketing strategy different from a media plan?

    A media plan covers placements, budgets and forecasts. A marketing strategy defines who needs the product, why they should choose it and how they reach a purchase decision. The media plan puts part of that strategy into practice.

    Do we need a strategy if we already run ads?

    You may need one if you understand campaign spending and performance but lack a clear direction for growth. For example, you may want to reach a new audience or understand why enquiries rarely turn into sales. Identify the problem first to see whether it calls for a process change or a wider review.

    How do I assess a marketing strategy?

    Look for a clear link between the research, conclusions and action plan. The team should understand the priorities, why each channel was chosen and how to test assumptions. Evaluate the commercial impact after implementation against the agreed metrics.

    What should I do once the marketing strategy is ready?

    Turn the plan into tasks with owners, dependencies and measures of success. Start where the product, materials and analytics are ready. Compare early results with your assumptions and use what you learn to choose the next steps.

    What should I prepare for a marketing strategy project?

    Gather product descriptions, business goals, customer and sales data, details of current marketing and any past research. Explain what you have tried and note team or product constraints. Identify gaps early so the team can distinguish assumptions from evidence.

    How do you choose the target audience for a strategy?

    Group people by needs, motivations and buying conditions. Research who makes the decision, what stops them from getting in touch and what information they need at each stage. Compare the segments with the product and company resources to set priorities.

    How does the strategy connect marketing and sales?

    Agree on what qualifies as a lead and what happens after an enquiry. Sales data shows which segments and messages attract interested buyers. Build lead handover and feedback into the plan so optimisation reflects what happens beyond the form submission.

    How often should we review our marketing strategy?

    Review it when the product, audience, demand, competition or marketing economics change. Campaign settings can change more often. Agree in advance on the metrics and events that should trigger a review.

    Blog

    We share strategies, explain marketing tools and offer a look behind the scenes.

    Our Clients

    alfagroopwordorange business servicesmtsmiratorgVolvo pentaGazpromTECHNONICOLEtalon Groupalfagroopwordorange business servicesmtsmiratorgVolvo pentaGazpromTECHNONICOLEtalon Groupalfagroopwordorange business servicesmtsmiratorgVolvo pentaGazpromTECHNONICOLEtalon Group

    Client Testimonials

    Gamayun / Sytnye Ugodya Meat Company Evgenia Rzhevskaya, Head of Retail
    Open Testimonial

    Serenity's team did a tremendous amount of work creating our brand and bringing it to market. They work quickly and to a high standard, enabling us to implement new ideas promptly.

    We are especially grateful to the designers: every project is delivered with impeccable taste and a high level of professionalism.

    We thank Gleb Borovikov and the entire Serenity team for their excellent work developing our marketing strategy and visual identity.

    We received several logo options and an identity reflecting our company's business in the context of the German market.

    We thank Serenity, and especially Gleb Borovikov, for our collaboration in digital marketing. Throughout our partnership, we have always received high-quality service and extremely fast delivery of the tasks set.

    We thank Serenity for helping to develop and promote our brand in the IT market.

    The team worked to increase sales within a very short time. We would especially like to recognise the managers, specialists, designers and marketers.

    Serenity's team provides ongoing support with improving our website and attracting paid and organic traffic. They share ideas for developing our brand and implement them together with us.

    The team is always in touch and responds promptly whenever difficulties arise.

    We thank Serenity for helping develop digital marketing channels and paid promotion for the group's business areas.

    We would particularly like to note that Serenity's specialists go beyond the contractual scope to improve results for the entire group.

    Everything completed so far has been professional and high quality. Our overall experience working with Serenity's team has been very positive.

    Despite the friendly communication style, the team always remained professional. We felt their sincere commitment to our product. I am confident we will continue working together.

    Krasnoe Zoloto Agricultural Cooperative
    Open Testimonial

    We highly value your professional approach, deep understanding of our business and your team's creativity. The proposed strategy has a clear structure, a sound analytical basis and a practical focus.

    We would particularly like to recognise the specialists' coordinated work, prompt problem-solving and openness to dialogue at every project stage.

    Kelnik O. A. Kelnik
    Open Testimonial

    We thank Serenity for a vivid example of productive, inspiring and comfortable collaboration!

    We would particularly like to recognise the coordinated teamwork led by project account manager Gleb Borovikov. We are happy to recommend Serenity as a professional partner.

    Irbis O. V. Arshanskaya, Business Development Director
    Open Testimonial

    Throughout our partnership, you have demonstrated expertise and initiative in delivering the work.

    The team is always ready to help solve any task and respond promptly to questions.

    Client Under NDA
    Open Testimonial

    The team immersed themselves in the project, understood our products and market specifics, and achieved a steady flow of leads.

    We particularly value the team's initiative and independence: the specialists not only deliver the assigned tasks precisely, but also suggest new marketing options, tools and approaches.

    Quartier Latin Denis Dobrosmyslov, Director
    Open Testimonial

    We would like to recognise your employees' professionalism, reliability and diligence in completing tasks, and their willingness to accommodate our wishes.

    We are satisfied with the service: all work was completed to a high standard and on time.

    Marie&Me Marina Mirzoyan, Founder of the Chocolate Atelier
    Open Testimonial

    We thank Gleb Borovikov and Serenity's entire team for their excellent work developing a PR strategy for our atelier. The strategy defined the PR department's main areas of work, tools and stages for achieving KPIs, and an annual events plan.

    SENO Space Alexander Osipov, Commercial Director
    Open Testimonial

    I believe it is impossible to prepare a presentation for a property in another city. Doing it quickly and well is doubly impossible. Yet you succeeded.

    Because you asked many questions, studied the key sources, were not afraid of mistakes and had your own opinion.

    MIPIP / M-PIX Gyulmira Dzhamaldinova, CEO of M-Piks LLC
    Open Testimonial

    I would like to express my immense gratitude and deep appreciation to Serenity's team for their professionalism, deep understanding of the tasks, initiative and creativity.

    Fast problem-solving, timely suggestions, attention to detail and many interesting ideas are what we experienced throughout the work. With this approach, peace of mind and confidence in the result are assured.

    DME Aerosol P. I. Ostapchuk, CEO
    Open Testimonial

    DME Aerosol thanks Serenity for helping to develop and deliver a PR campaign.

    The team did extensive work preparing the strategy and implementing it across many areas simultaneously.

    Client Under NDA
    Open Testimonial

    The team provides excellent technical support: responding instantly to requests, coordinating processes independently and providing clear reports at every stage.

    Serenity took over a fragmented project, brought it into a coherent structure, solved challenging technical problems and completed an extensive redesign on schedule.

    Nikolskie Ugodya
    Open Testimonial

    We chose Serenity for their quick responses, professional approach, customer focus and experience working with premium property developers.

    The work resulted in clearly defined positioning and a brand platform fully aligned with our vision for strategic development.

    Awards

    Rating Runeta 2025

    Ranked 6th in Russia for brand strategy development

    Rating Runeta 2025

    Ranked 5th in Russia for brand analysis

    Rating Runeta 2023

    Ranked 1st in Russia for positioning development

    Rating Runeta 2023

    Ranked 3rd in Saint Petersburg in the ranking of branding agencies

    Synergy with Other Services

    Serenity Marketing Strategy Marketing strategy for businesses in Dubai and across the UAE: audit, positioning, media planning and a growth roadmap.
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