Marketing Strategy

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Marketing Strategy
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Aim of Todays Lecture

• The Aim of this session is to assess the concept
  of the varied marketing strategies and their
  influences upon the organisation and their
  customers.

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Recap

• Marketing Process / orientation

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Target Market

• After the process of segmentation the next step
  is for the organisation to decide how it is going
  to target these particular group(s).
• There are three targeting options an organisation
  can adopt.

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Option 1

• Undifferentiated marketing
• Sometimes referred to as mass marketing. The
  company may decide to aim its resources at the
  entire market with one particular product.
• Coca Colas original marketing strategy was based
  on this form.

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Option 2 Differentiated marketing strategy

• Where the company decides to target several
  segments and develops distinct products / or
  services with separate marketing mix strategies
  aimed at the varying groups.

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Differentiated marketing strategy Example

• An example of this would be airline companies
  offering first, business class (segment 1) or
• Economy class tickets (segment 2), with separate
  marketing programmes to attract the different
  groups.

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Option 3

• Concentrated Marketing
• Where the organisation concentrates its marketing
  effort on one particular segment. The
  organisation will develop a product that caters
  for the needs of that particular group.

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Concentrated Marketing Example

• Rolls Royce cars aim its vehicles at
• the premium segment, same as
• Harrods within the UK.

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