Marketing strategy

AND ITS IMPORTANCE IN THE MARKET PRESENTED BY A.KHAN Marketing Strategy

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Mix Strategy ,[object Object],[object Object],Quality High Medium Low Price High Medium Low Premium Goods Penetra- tion Super Bargain Over- Pricing Average Quality Bargain Hit and Run Shoddy Goods Cheap Goods

Product/Market Growth Matrix ,[object Object],Market Penetration (increase usage) Product Development (new uses) Market Development (new users) Diversification (new users, new uses) Markets Products Old Old New New

BCG ,[object Object],[object Object],[object Object],[object Object],[object Object]

BCG Matrix ,[object Object],Stars Some cash use Future cash cow Cash Cows Generate cash for ?, Stars Dogs Low or no cash use When to divest ? High cash use ? Is to build or not Relative Market Share 10x 1..5x .1x (log scale) Market Growth Rate 22% 10% 0%

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Leader ,[object Object],[object Object],[object Object],[object Object],Market Share Marketing Effort ($) 100%

Market Leader/Challenger Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Follower ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Different kinds of Marketing Strategy Attacker (smaller) Defender (bigger) Position Defense Preemptive Defense Counteroffensive Contraction Defense Flanking Defense Mobile Defense Flank Attack Frontal Attack Encirclement Bypass Guerilla Attack

e-Marketing Is eMarketing anything new? … or just an adaptation of existing strategy? Addressability – ability to identify customer prior to purchase Marketers could always do this. So why is web different? Is it more efficient…? … only if you do not delete your cookies…? … or they keep extensive files on you…

eMarketing Interactivity – customers can express their needs and wants directly to the firm Marketers could always do this too. So what is new? … another efficiency argument…? Memory – ability to access individual customer profiles and purchase histories This is probably valid. Information existed before but was hard to access

eMarketing Control – customer’s ability to control flow and sequence of information Pull versus push medium…web versus television. Who control’s the flow? Definitely an eMarketing characteristic, but a two-edged sword. Why? Customers control the flow…… Accessibility – ability to obtain information….. “ Retrieving info from the Internet is like trying to drink from a fire hose.” You could always do this, web may be easier for some users.

eMarketing Digitilization – can the product or benefits be represented digitally? Does the media match the product’s attributes? … a problem for all media…? So, does eMarketing exist? Maybe, or maybe it is just another information flow/distribution system to use in designing a marketing strategy to meet customer needs…(and maximize profits).

Marketing Strategy ,[object Object],[object Object]

Marketing strategy

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Marketing strategy