Marketing Strategy

1
Marketing Strategy

• Strategies, Positioning, Objectives

2
Agenda

• Introduction
• Marketing Strategy Formulation
• Market Focus
• Stage in PLC
• Industry Position

3
Agenda

• Positioning
• Rationale
• Essential for Effective
• Five Ds
• Approaches
• Objectives
• Benefits
• Requirements of (Criteria)

4
Introduction

• Basic Questions
• What Want to Be?
• How Get There?
• How Know if Getting There?
• How Know if Arrived?

5
Introduction

• Answers
• Vision, Mission, Goals Answer First
• Strategies, STP, and Objectives Answer Rest

6
Agenda

• Marketing Strategy Formulation
• Market Focus
• Stage in PLC
• Industry Position

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Marketing Strategy Formulation

• Market Focus
• Single
• Niche
• Small, Independent
• Economics of
• High Margin
• Low Turn
• Porter

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Marketing Strategy Formulation

• Market Focus
• Concentrated
• Single Service
• Segments
• Multiple
• (but) Few

9
Marketing Strategy Formulation

• Market Focus
• Full Coverage
• Most Expensive
• Multiple Segments
• Differentiated Services in Each
• Approaches
• Brand Management
• Discrimination (Economic)

10
Marketing Strategy Formulation

• Market Focus
• Undifferentiated
• Combiners
• Difficult to Succeed
• Franchise Model (?)

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Marketing Strategy Formulation

• Stages in PLC
• Introduction
• Skimming
• Penetration
• Growth
• Add Features and Benefits
• New Segments (Service Diffusion)
• Modify Mix

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Marketing Strategy Formulation

• Stages in PLC
• Maturity
• Market Modification
• New Customers
• Same Customers, Increase Use
• Product Modification
• Current Customers
• New Customers
• Diversification

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Marketing Strategy Formulation

• Stages in PLC
• Decline
• Cut Costs
• Milk
• Prune
• Re-Launch
• Sell
• Close

14
Marketing Strategy Formulation

• Industry Position
• Leaders
• Increase Primary Demand
• New
• Uses
• Customers
• Both
• Very Difficult

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Marketing Strategy Formulation

• Industry Position
• Leaders
• Protect Market Share
• Loyalty Programs
• Innovate
• Diversify
• Expand Market Share
• Mix
• MA

16
Marketing Strategy Formulation

• Industry Position
• Challengers
• Frontal
• Flank
• Encircle
• Bypass
• Guerilla

17
Marketing Strategy Formulation

• Industry Position
• Nichers
• Avoid
• Different Drummer

18
Agenda

• Positioning
• Rationale
• Essential for Effective
• Five Ds
• Approaches

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Positioning

• Essential for Effective
• Needs and Benefits
• SWOT
• Us
• Customers
• Customers Perceptions

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Positioning

• Five Ds
• Documenting
• Benefits
• Segments
• Deciding
• Image
• Target

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Positioning

• Five Ds
• Differentiating
• Customers
• Competitors
• Us
• Designing
• Differentiate
• Communicate

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Positioning

• Five Ds
• Deliver
• Pain
• Diagnosis
• Prescription
• Delivery

23
Positioning

• Approaches
• Product Features
• Benefits
• Specific Use Occasions
• User Segment
• Product Class Dissociation

24
Positioning

• Rationale
• Perceptual Processes
• Intensified Competition
• Volume of Commercial Messages

25
Agenda

• Objectives
• Benefits
• Requirements of (Criteria)

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Objectives

• Benefits
• Managers Manage
• Executives Evaluate
• Benchmark ROI
• Frame of Reference
• Scope of Activities

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Objectives

• Requirements of (Criteria)
• Target Market Specific
• ROI
• Task Assessment
• Results Oriented
• Desired Outcomes
• Control, Measure, Evaluate

28
Objectives

• Requirements of (Criteria)
• Quantitative
• Measurable
• TWE
• Time Specific