The community of Euskadi had already a marketing plan prepared by Chias Marketing, but the new government which came in late 2009 did not feel 100% comfortable with some of the strategies and missed  a higher level of specificity in the Operational Plan. Is in this context that the Vice-Ministry asked THR to get involved for revision of Marketing and Operational Plan.

Marketing strategies were reviewed (product portfolio/ market and target audience), was defined brand strategy and its claim, measurable targets were established about marketing plan and was designed a set of strategies and tactics system. Each tactic had its identification form, major activities, key players, etc. Subsequently, these tactics were prioritized and planned over time, leading to the implementation plan.

Market strategies clearly defined: priority and secondary products, target markets and plan to incorporate and target audience. Target lifestyle.
Brand strategy. Positioning, brand architecture and Claim.
Marketing Plan agreed: objectives, marketing strategies and tactics of marketing (product, communication, system sales and marketing infrastructure).
Detailed operational plan in order to implement the marketing plan for the period 2010-13.