Transcript search engine optimisation positioning

• Marketing Strategy
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Marketing Marketing strategy
The field of marketing strategy
considers the total marketing
environment and its impacts on a
company or product or service. The
emphasis is on "an in depth
understanding of the market
environment, particularly the
competitors and customers."
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Marketing Marketing strategy
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Listed below are some
prominent marketing
strategy models.
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Marketing Marketing strategy
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A marketing strategy differs from a marketing
tactic in that a strategy looks at the longer
term view of the products, goods, or services
being marketed. A tactic refers to a shorter
term view. Therefore, the mailing of a
postcard or sales letter would be a tactic, but
changing marketing channels of distribution,
changing the pricing, or promotional elements
used would be considered a strategic
change.
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Marketing ethics - Marketing strategy
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The main theoretical issue here is the debate
between free markets and regulated markets.
In a truly free market, any participant can
make or change the rules. However when new
rules are invented which shift power too
suddenly or too far, other participants may
respond with accusations of unethical
behaviour, rather than modifying their own
behaviour to suit (which they might not be
able to anyway). Most markets are not fully
free: the real debate is as to the appropriate
extent of regulation.
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Marketing ethics - Marketing strategy
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Case: California electricity crisis, which
demonstrates how constant innovation of
new marketing strategies by companies
such as Enron outwitted the regulatory
bodies and caused substantial harm to
consumers and competitors.
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Marketing ethics - Marketing strategy
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A list of known unethical or
controversial marketing
strategies:
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Marketing management - Marketing strategy
To achieve the desired objectives,
marketers typically identify one or more
target customer segments which they
intend to pursue
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Marketing management - Marketing strategy
The implication of selecting target
segments is that the business will
subsequently allocate more resources to
acquire and retain customers in the target
segment(s) than it will for other, nontargeted customers
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Marketing management - Marketing strategy
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In conjunction with targeting decisions,
marketing managers will identify the
desired positioning they want the
company, product, or brand to occupy in
the target customer's mind
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Marketing management - Marketing strategy
Ideally, a firm's positioning can be
maintained over a long period of time
because the company possesses, or
can develop, some form of sustainable
competitive advantage
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Marketing strategy
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Marketing strategy includes all basic
and long-term activities in the field of
marketing that deal with the analysis
of the strategic initial situation of a
company and the formulation,
evaluation and selection of marketoriented strategies and therefore
contribute to the goals of the company
and its marketing objectives.
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Marketing strategy - Developing a marketing strategy
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Marketing strategy needs to take a long
term view, and tools such as customer
lifetime value models can be very powerful
in helping to simulate the effects of
strategy on acquisition, revenue per
customer and churn rate.
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Marketing strategy - Developing a marketing strategy
A key component of marketing
strategy is often to keep marketing in
line with a company's overarching
mission statement.
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Marketing strategy - Developing a marketing strategy
Once a thorough environmental scan is
complete, a strategic plan can be constructed
to identify business alternatives, establish
challenging goals, determine the optimal
marketing mix to attain these goals, and
detail implementation. A final step in
developing a marketing strategy is to create a
plan to monitor progress and a set of
contingencies if problems arise in the
implementation of the plan.
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Marketing strategy - Developing a marketing strategy
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Marketing Mix Modeling is often used
to help determine the optimal
marketing budget and how to allocate
across the marketing mix to achieve
these strategic goals. Moreover, such
models can help allocate spend across
a portfolio of brands and manage
brands to create value.
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Marketing strategy - Types of strategies
Marketing strategies may differ
depending on the unique situation of
the individual business. However there
are a number of ways of categorizing
some generic strategies. A brief
description of the most common
categorizing schemes is presented
below:
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Marketing strategy - Types of strategies
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Strategies based on market dominance
- In this scheme, firms are classified
based on their market share or
dominance of an industry. Typically
there are four types of market
dominance strategies:
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Marketing strategy - Types of strategies
According to Shaw, Eric (2012).
Marketing Strategy: From the Origin
of the Concept to the Development of a
Conceptual Framework. Journal of
Historical Research in Marketing.,
there is a framework for marketing
strategies.
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Marketing strategy - Types of strategies
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Market introduction
strategies
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Marketing strategy - Types of strategies
"At introduction, the marketing
strategist has two principle strategies
to choose from: penetration or niche"
(47).
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Marketing strategy - Types of strategies
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"In maturity, sales growth slows,
stabilizes and starts to decline. In
early maturity, it is common to
employ a maintenance strategy
(BCG), where the firm maintains or
holds a stable marketing mix" (48).
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Marketing strategy - Types of strategies
At some point the decline in sales
approaches and then begins to exceed
costs. And not just accounting costs, there
are hidden costs as well; as Kotler (1965,
p. 109) observed: 'No financial accounting
can adequately convey all the hidden
costs.' At some point, with declining sales
and rising costs, a harvesting strategy
becomes unprofitable and a divesting
strategy necessary" (49).
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Marketing strategy - Types of strategies
"In his classic Harvard Business
Review (HBR) article of the marketing
mix, Borden (1964) credits James
Culliton in 1948 with describing the
marketing executive as a 'decider' and
a 'mixer of ingredients.' This led
Borden, in the early 1950s, to the
insight that what this mixer of
ingredients was deciding upon was a
'marketing mix'" (34).
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Marketing strategy - Types of strategies
"In product
differentiation,
according to Smith
(1956, p
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Marketing strategy - Types of strategies
"With skimming, a firm introduces a
product with a high price and after milking
the least price sensitive segment,
gradually reduces price, in a stepwise
fashion, tapping effective demand at each
price level. With penetration pricing a firm
continues its initial low price from
introduction to rapidly capture sales and
market share, but with lower profit margins
than skimming" (37).
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Marketing strategy - Types of strategies
"The PLC does not offer marketing
strategies, per se; rather it provides an
overarching framework from which to
choose among various strategic
alternatives" (38).
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Marketing strategy - Types of strategies
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"Although widely used in marketing
strategy, SWOT (also known as TOWS)
Analysis originated in corporate
strategy. The SWOT concept, if not the
acronym, is the work of Kenneth R.
Andrews who is credited with writing
the text portion of the classic:
Business Policy: Text and Cases
(Learned et al., 1965)" (41).
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Marketing strategy - Types of strategies
"The most well-known, and least often
attributed, aspect of Igor Ansoff’s Growth
Strategies in the marketing literature is the
term 'product-market.' The product-market
concept results from Ansoff juxtaposing
new and existing products with new and
existing markets in a two by two matrix"
(41-42).
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Marketing strategy - Types of strategies
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Porter generic strategies - strategy on the
dimensions of strategic scope and strategic
strength
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Marketing strategy - Types of strategies
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These ways of growth are termed
as organic growth
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Marketing strategy - Types of strategies
BCG’s “growth-share portfolio matrix”
"Based on his work with experience curves
(that also provides the rationale for
Porter’s low cost leadership strategy), the
growth-share matrix was originally created
by Bruce D
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Marketing strategy - Strategic models
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Marketing participants often employ strategic
models and tools to analyze marketing decisions
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Marketing strategy - Strategic models
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There are many companies especially
those in the Consumer Package Goods
(CPG) market that adopt the theory of
running their business centered
around Consumer, Shopper & Retailer
needs
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Marketing strategy - Real-life marketing
Real-life marketing primarily revolves
around the application of a great deal of
common-sense; dealing with a limited
number of factors, in an environment of
imperfect information and limited
resources complicated by uncertainty and
tight timescales. Use of classical
marketing techniques, in these
circumstances, is inevitably partial and
uneven.
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Marketing strategy - Real-life marketing
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Thus, for example, many new products will
emerge from irrational processes and the
rational development process may be
used (if at all) to screen out the worst nonrunners. The design of the advertising,
and the packaging, will be the output of
the creative minds employed; which
management will then screen, often by
'gut-reaction', to ensure that it is
reasonable.
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Marketing strategy - Real-life marketing
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The marketing strategy is the
foundation of a marketing plan.
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Retail - Types by marketing strategy
Department stores — very large stores
offering a huge assortment of "soft" and
"hard goods; often bear a resemblance to
a collection of specialty stores. A retailer of
such store carries variety of categories
and has broad assortment at average
price. They offer considerable customer
service.
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Retail - Types by marketing strategy
Discount stores — tend to offer a wide
array of products and services, but they
compete mainly on price offers extensive
assortment of merchandise at affordable
and cut-rate prices. Normally, retailers sell
less fashion-oriented brands.
1
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Retail - Types by marketing strategy
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Warehouse stores — warehouses that
offer low-cost, often high-quantity
goods piled on pallets or steel shelves;
warehouse clubs charge a membership
fee;
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Retail - Types by marketing strategy
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Demographic — retailers that aim at one
particular segment (e.g., high-end retailers
focusing on wealthy individuals).
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Retail - Types by marketing strategy
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Mom-And-Pop — a small retail outlet
owned and operated by an individual
or family. Focuses on a relatively
limited and selective set of products.
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Retail - Types by marketing strategy
Specialty stores — a typical speciality
store gives attention to a particular
category and provides high level of service
to the customers. A pet store that
specializes in selling dog food would be
regarded as a specialty store. However,
branded stores also come under this
format. For example if a customer visits a
Reebok or Gap store then they find just
Reebok and Gap products in the
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Retail - Types by marketing strategy
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Boutiques or Concept stores — similar to
specialty stores. Concept stores are very
small in size, and only ever stock one
brand. They are run by the brand that
controls them. An example of brand that
distributes largely through their own widely
distributed concept stores is L'OCCITANE
en Provence. The limited size and offering
of L'OCCITANE's stores are too small to
be considered a specialty store proper.
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Retail - Types by marketing strategy
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General store — a rural store that supplies the main
needs for the local community;
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Retail - Types by marketing strategy
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Convenience stores — essentially found in
residential areas. They provide limited
amount of merchandise at more than
average prices with a speedy checkout.
This store is ideal for emergency and
immediate purchases as it often works
with extended hours, stocking everyday;
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Retail - Types by marketing strategy
Hypermarkets — provides variety and
huge volumes of exclusive merchandise at
low margins. The operating cost is
comparatively less than other retail
formats.
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Retail - Types by marketing strategy
Supermarkets — a self-service store
consisting mainly of grocery and limited
products on non food items. They may
adopt a Hi-Lo or an EDLP strategy for
pricing. The supermarkets can be
anywhere between 20,000 and 40,000
square feet (3,700 m2). Example: SPAR
supermarket.
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Retail - Types by marketing strategy
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Malls — has a range of retail shops at
a single outlet. They endow with
products, food and entertainment
under a roof.
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Retail - Types by marketing strategy
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Category killers or Category Specialist —
by supplying wide assortment in a single
category for lower prices a retailer can
"kill" that category for other retailers. For
few categories, such as electronics, the
products are displayed at the centre of the
store and sales person will be available to
address customer queries and give
suggestions when required. Other retail
format stores are forced to reduce the
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retail - Types by marketing strategy
1
E-tailers — the customer can shop and
order through internet and the
merchandise are dropped at the
customer's doorstep
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Retail - Types by marketing strategy
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Vending Machines — this is an automated
piece of equipment wherein customers
can drop the money in the machine and
acquire the products.
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Retailer - Types by marketing strategy
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* Department stores — very large stores
offering a huge assortment of soft and
hard goods; often bear a resemblance to a
collection of specialty stores. A retailer of
such store carries variety of categories
and has broad assortment at average
price. They offer considerable customer
service.
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
* Discount stores — tend to offer a wide
array of products and services, but they
compete mainly on price offers extensive
assortment of merchandise at affordable
and cut-rate prices. Normally, retailers sell
less fashion-oriented brands.
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
* Warehouse stores — warehouses that
offer low-cost, often high-quantity
goods piled on pallets or steel shelves;
warehouse clubs charge a
membership fee;
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
* Demographic — retailers that aim at one
particular segment (e.g., high-end retailers
focusing on wealthy individuals).
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
* Mom-And-Pop — a small retail outlet
owned and operated by an individual or
family. Focuses on a relatively limited and
selective set of products.
1
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
* Specialty stores — a typical speciality
store gives attention to a particular
category and provides high level of
service to the customers. A pet store
that specializes in selling dog food
would be regarded as a specialty store.
However, branded stores also come
under this format. For example if a
customer visits a Reebok or Gap (retail
store)|Gap store then they find just
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
* Boutiques or Concept stores —
similar to specialty stores. Concept
stores are very small in size, and only
ever stock one brand. They are run by
the brand that controls them. An
example of brand that distributes
largely through their own widely
distributed concept stores is
L'Occitane en Provence|L'OCCITANE
en Provence. The limited size and
1
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
* General store — a rural store that supplies
the main needs for the local community;
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
*Convenience stores — essentially found
in residential areas. They provide limited
amount of merchandise at more than
average prices with a speedy checkout.
This store is ideal for emergency and
immediate purchases as it often works
with extended hours, stocking everyday;
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
*Hypermarkets — provides variety and
huge volumes of exclusive merchandise at
low margins. The operating cost is
comparatively less than other retail
formats.
1
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
*Supermarkets — a self-service store
consisting mainly of grocery and
limited products on non food items.
They may adopt a Hi-Lo or an
Everyday low price|EDLP strategy for
pricing. The supermarkets can be
anywhere between 20,000 and .
Example: SPAR supermarket.
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
*Shopping Mall|Malls — has a range
of retail shops at a single outlet. They
endow with products, food and
entertainment under a roof.
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
*Category killers or Category Specialist —
by supplying wide assortment in a single
category for lower prices a retailer can kill
that category for other retailers. For few
categories, such as electronics, the
products are displayed at the centre of the
store and sales person will be available to
address customer queries and give
suggestions when required. Other retail
format stores are forced to reduce the
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
1
*E-tailers — the customer can shop and
order through internet and the
merchandise are dropped at the
customer's doorstep
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Retailer - Types by marketing strategy
*Vending Machines — this is an
automated piece of equipment wherein
customers can drop the money in the
machine and acquire the products.
1
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Tata Global Beverages - Marketing strategy
In spite of a global presence, the
brands are distributed differently
depending on the location. As Tata tea
is far better known in India and a
powerful brand there, it is pushed on
this market and countries with a large
Indian population. Therefore, Tetley is
the company's global face and the
largest markets focus on the Tetley
brand. Where both brands co-exist in
one market, Tetley is positioned as the
premium brand.
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Marketing campaign - Marketing strategy
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The field of marketing strategy considers
the total marketing environment and its
impacts on a company or product or
service. The emphasis is on an in depth
understanding of the market environment,
particularly the competitors and
customers.Developing Business
Strategies, David A. Acker, John Wiley and
Sons, 1988
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SEO - As a marketing strategy
SEO is not an appropriate strategy for
every website, and other Internet
marketing strategies can be more effective
like paid advertising through PPC
campaigns, depending on the site
operator's goals. A successful Internet
marketing campaign may also depend
upon building high quality web pages to
engage and persuade, setting up web
analytics|analytics programs to enable site
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SEO - As a marketing strategy
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SEO may generate an adequate
return on investment
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Diversification (marketing strategy)
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'Diversification' is a corporate strategy to
increase sales volume from new products
and new markets. Diversification can be
expanding into a new segment of an
industry that the business is already in, or
investing in a promising business outside
of the scope of the existing business.
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Diversification (marketing strategy)
Diversification is part of the four main
growth strategies defined by Igor Ansoff's
Product/Market matrix:Ansoff, I.:
Strategies for Diversification, Harvard
Business Review, Vol. 35 Issue 5,Sep-Oct
1957, pp. 113-124
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Diversification (marketing strategy)
Ansoff pointed out that a diversification
strategy stands apart from the other three
strategies. The first three strategies are
usually pursued with the same technical,
financial, and merchandising resources
used for the original product line, whereas
diversification usually requires a company
to acquire new skills, new techniques and
new facilities.
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Diversification (marketing strategy)
'Note:' The notion of diversification
depends on the subjective interpretation of
“new” market and “new” product, which
should reflect the perceptions of
customers rather than managers. Indeed,
products tend to create or stimulate new
markets; new markets promote product
innovation.
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Diversification (marketing strategy)
Product diversification involves
addition of new products to existing
products either being manufactured
or being marketed
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Diversification (marketing strategy) - The different types of diversification strategies
The strategies of diversification can
include internal development of new
products or markets, acquisition of a
firm, Business alliance|alliance with a
complementary company,
license|licensing of new technologies,
and distributing or importing a Product
lining|products line manufactured by
another firm
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Diversification (marketing strategy) - Concentric diversification
This means that there is a
technological similarity between the
industries, which means that the firm
is able to leverage its technical knowhow to gain some advantage. For
example, a company that
manufactures industrial adhesives
might decide to diversify into
adhesives to be sold via retailers. The
technology would be the same but the
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Diversification (marketing strategy) - Concentric diversification
It also seems to increase its market
share to launch a new product that
helps the particular company to earn
profit. For instance, the addition of
tomato ketchup and sauce to the
existing Maggi brand processed items
of Food Specialities Ltd. is an example
of technological-related concentric
diversification.
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Diversification (marketing strategy) - Concentric diversification
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The company could seek new products that hav
e technological or marketing synergies with
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Diversification (marketing strategy) - Concentric diversification
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existing product lines appealing to a
new group of customers.This also
helps the company to tap that part of
the market which remains untapped,
and which presents an opportunity to
earn profit..
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Diversification (marketing strategy) - Horizontal diversification
The company adds new products or
services that are often technologically or
commercially unrelated to current products
but that may appeal to current customers.
This strategy
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Diversification (marketing strategy) - Horizontal diversification
tends to increase the firm's
dependence on certain market
segments. For example, a company
that was making notebooks earlier
may also enter the pen market with its
new product.
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Diversification (marketing strategy) - When is Horizontal diversification desirable?
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Horizontal diversification is desirable
if the present customers are loyal to
the current products and if the new
products have a good quality and are
well promoted and priced. Moreover,
the new products are marketed to the
same economic environment as the
existing products, which may lead to
rigidity and instability.
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Diversification (marketing strategy) - Another interpretation
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Horizontal integration occurs when a
firm enters a new business (either
related or unrelated) at the same stage
of production as its current operations
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Diversification (marketing strategy) - Conglomerate diversification (or lateral
diversification)
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The company markets new products
or services that have no technological
or commercial synergies with current
products but that may appeal to new
groups of customers
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Diversification (marketing strategy) - Goal of diversification
According to Calori and
Harvatopoulos (1988), there are two
dimensions of rationale for
diversification. The first one relates to
the nature of the strategic objective:
Diversification may be defensive or
offensive.
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Diversification (marketing strategy) - Goal of diversification
1
Defensive reasons may be spreading
the risk of market contraction, or
being forced to diversify when current
product or current market orientation
seems to provide no further
opportunities for growth. Offensive
reasons may be conquering new
positions, taking opportunities that
promise greater profitability than
expansion opportunities, or using
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Diversification (marketing strategy) - Goal of diversification
The second dimension involves the
expected outcomes of diversification:
Management may expect great
economic value (growth, profitability)
or first and foremost great coherence
and complementary to their current
activities (exploitation of know-how,
more efficient use of available
resources and capacities).
1
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Diversification (marketing strategy) - Goal of diversification
1
In addition, companies may also explore
diversification just to get a valuable
comparison between this strategy and
expansion.
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Diversification (marketing strategy) - Risks
Of the four strategies presented in the
Ansoff matrix, Diversification has the
highest level of risk and requires the most
careful investigation
1
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Diversification (marketing strategy) - Risks
1
In order to measure the
chances of success,
different tests can be
done:
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Diversification (marketing strategy) - Risks
1
*The attractiveness test: the industry
that has been chosen has to be either
attractive or capable of being made
attractive.
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Diversification (marketing strategy) - Risks
1
*The cost-of-entry test: the cost of entry must
not capitalize all future profits.
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Diversification (marketing strategy) - Risks
1
*The better-off test: the new unit must
either gain competitive advantage from
its link with the corporation or vice
versa.
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Diversification (marketing strategy) - Risks
1
Because of the high risks explained
above, many companies attempting to
diversify have led to failure. However,
there are a few good examples of
successful diversification:
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Diversification (marketing strategy) - Risks
1
*Virgin Group moved from
music production to travel
and mobile phones
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Diversification (marketing strategy) - Risks
*The Walt Disney Company|Walt
Disney moved from producing
animated movies to theme parks and
vacation properties
1
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Diversification (marketing strategy) - Risks
1
*Canon (company)|Canon diversified
from a camera-making company into
producing an entirely new range of
office equipment.
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Retailing - Types by marketing strategy
1
Department stores are very large stores
offering a huge assortment of soft and
hard goods; often bear a resemblance to a
collection of specialty stores. A retailer of
such store carries variety of categories
and has broad assortment at average
price. They offer considerable customer
service.
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Retailing - Types by marketing strategy
1
Discount stores tend to offer a wide
array of products and services, but
they compete mainly on price offers
extensive assortment of merchandise
at affordable and cut-rate prices.
Normally, retailers sell less fashionoriented brands.
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Retailing - Types by marketing strategy
A specialty (British English|BE:
speciality) store has a narrow
marketing focus - either specializing on
specific merchandise, such as toys,
shoes, or clothing, or on a target
audience, such as children, tourists, or
oversize women
1
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Retailing - Types by marketing strategy
Boutique or concept stores — similar to
specialty stores. Concept stores are very
small in size, and only ever stock one
brand. They are run by the brand that
controls them. An example of brand that
distributes largely through their own widely
distributed concept stores is L'Occitane en
Provence|L'OCCITANE en Provence. The
limited size and offering of L'OCCITANE's
stores are too small to be considered a
1
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Retailing - Types by marketing strategy
1
A general store is a rural store that supplies the
main needs for the local community;
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Retailing - Types by marketing strategy
1
A convenience store is typically found in
residential areas. They provide limited
amount of merchandise at more than
average prices with a speedy checkout.
This store is ideal for emergency and
immediate purchases as it often works
with extended hours, stocking everyday;
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Retailing - Types by marketing strategy
1
A supermarket is a self-service store
consisting mainly of grocery and
limited products on non food items.
They may adopt a Hi-Lo or an
Everyday low price|EDLP strategy for
pricing. The supermarkets can be
anywhere between 20,000 and .
Example: SPAR supermarket.
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Retailing - Types by marketing strategy
A shopping mall has a range of retail
shops at a single outlet. They endow with
products, food and entertainment under a
roof.
1
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Retailing - Types by marketing strategy
1
By supplying wide assortment in a single
category for lower prices a category killer
retailer can kill that category for other
retailers. For few categories, such as
electronics, the products are displayed at
the centre of the store and sales person
will be available to address customer
queries and give suggestions when
required. Other retail format stores are
forced to reduce the prices if a category
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Retailing - Types by marketing strategy
1
The customer can shop and order
through the internet and the
merchandise is dropped at the
customer's doorstep or an e-tailer
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Retailing - Types by marketing strategy
1
A vending machine is an automated piece
of equipment wherein customers can drop
the money in the machine and acquire the
products.
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Specialty store - Types by marketing strategy
1
Boutique or concept stores are similar
to specialty stores. Concept stores are
very small in size, and only ever stock
one brand. They are run by the brand
that controls them. An example of
brand that distributes largely through
their own widely distributed concept
stores is L'Occitane en
Provence|L'OCCITANE en Provence.
The limited size and offering of
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Specialty store - Types by marketing strategy
A convenience store provides limited
amount of merchandise at more than
average prices with a speedy checkout.
This store is ideal for emergency and
immediate purchases as it often works
with extended hours, stocking everyday;
1
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Specialty store - Types by marketing strategy
A shopping mall has a range of retail
shops at a single outlet. They can include
products, food and entertainment under
one roof. Malls provide 7% of retail
revenue in India, 10% in Vietnam, 25% in
China, 28% in Indonesia, 39% in the
Philippines, and 45% in Thailand.
1
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Search engine optimisation - As a marketing strategy
1
SEO is not an appropriate strategy for every
website, and other Internet marketing
strategies can be more effective like paid
advertising through pay per click
Pay_per_click|(PPC) campaigns, depending
on the site operator's goals. A successful
Internet marketing campaign may also
depend upon building high quality web pages
to engage and persuade, setting up web
analytics|analytics programs to enable site
owners to measure results, and improving a
site's conversion rate.
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Secret brand - Marketing Strategy
1
The idea of a secret brand works off of
one or more of three economic
principles. The first is scarcity value.
The secret brand creates products with
highly specific, unique qualities,
usually very subtle and invisible to the
casual observer. These qualities do not
necessarily improve the performance of
the product and can be inefficiencies
(i.e. using heavy weight denim for
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Secret brand - Marketing Strategy
1
The second principle
is Brand
management|brandi
ng
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Secret brand - Marketing Strategy
The third principle is
experimentation. Openly announcing
new products often affects stock
values in publicly traded companies.
If a company is unsure of the real
world appeal of a product, it may
employ a secret brand to experiment
with market reaction on a small scale.
This technique may be used after
inconclusive focus group results (i.e.
the majority somewhat dislike the
product, while the minority is highly
1
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Marketing objectives - Marketing strategy
A marketing strategy considers the
resources a firm has, or is required to
allocate in effort to achieve an objective.
Marketing Strategies include the process
and planning in which a firm may be
expected to achieve their company goals,
in which usually involves an effort to
increase revenues or assets, through a
series of milestones or
Benchmarking|benchmarks of business
and promotional activities.
1
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Target markets - Differentiated marketing strategy
One where the company decides to
provide separate offerings to each
different market segment that it
targets. It is also called multisegment
marketing and as is clearly seen that
it tries to appeal to multiple segments
in the market. Each segment is
targeted uniquely as the company
provides unique benefits to different
segments. It increases the total sales
but at the expense of increase in the
cost of investing in the business.
1
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Multicultural marketing - Creating a multicultural marketing strategy
Multicultural marketing focuses on
customizing messaging and marketing
channels for each target group, as
opposed to simply translating a general
message into different languages, or
including token representation of different
ethnic groups in imagery.
1
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Multicultural marketing - Creating a multicultural marketing strategy
1
Multicultural marketing is also complicated
by the degree of mainstream cultural
assimilation within ethnic groups
themselves. Some segments, such as
recent immigrants, may highly prefer use
of their mother tongue, have limited
proficiency in the local language, and be
highly geographically concentrated. Other
groups, such as second-generation
individuals born in the new homeland, may
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Multicultural marketing - Creating a multicultural marketing strategy
1
An ethnic marketing strategy is developed
around the values and attitudes distinctive
to a particular ethnic group, and generally
includes the following aspects:
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Multicultural marketing - Creating a multicultural marketing strategy
1
* Identification and collaboration
with community leaders
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Multicultural marketing - Creating a multicultural marketing strategy
1
* The promotion of culture, symbols and
celebrations important to a precise target
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Multicultural marketing - Creating a multicultural marketing strategy
1
* Enhancing and focusing on the
cultural uniqueness of ethnic
group
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Multicultural marketing - Creating a multicultural marketing strategy
1
1) Understand cultural differences in
communication patterns, values, and
behavior in the target ethnicities.
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Multicultural marketing - Creating a multicultural marketing strategy
1
2) Assess cultural affinity
among ethnic audiences.
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Multicultural marketing - Creating a multicultural marketing strategy
3) Segment the ethnic
audiences based on the
level of cultural affinity,
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Multicultural marketing - Creating a multicultural marketing strategy
1
4) Evaluate the need
for adjustments in
strategy and tactics.
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Multicultural marketing - Creating a multicultural marketing strategy
5) Explore culturally
acceptable/unacceptable,
sensitive/insensitive advertising messages
among the identified segments,
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Multicultural marketing - Creating a multicultural marketing strategy
1
7) Evaluate the effectiveness of advertising
campaigns among different target segments.
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Budweiser - 2011 can design marketing strategy
1
Traditional Budweiser
cans embodied a strong
sense of American
patriotism
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Budweiser - 2011 can design marketing strategy
This change in can design was very
shocking for a brand that had remained
relatively static since its beginning
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Budweiser - 2011 can design marketing strategy
Although the more modern design is
intended for young male Americans, the
new design, according to the vice
president of Anheuser-Busch Frank
Abernante, is one of many steps in our
quest to reinforce Budweiser's role as a
truly global beer brand. This statement
means that the new design was intended
for foreign markets as well. In fact,
Budweiser began selling its beer in Russia
1
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Budweiser - 2011 can design marketing strategy
Statistics show that China is the
world's leading consumer of beer in
terms of volume, which suggests that
Budweiser is trying to capitalize on this
market's potential in order to recover
from these losses
1
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Budweiser - 2011 can design marketing strategy
The company hoped that the new
design would appeal to a younger
crowd in the American market, while
simultaneously gaining the interest of
Chinese consumers
1
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Profit impact of marketing strategy
1
Data from the study is used to craft
strategies in strategic management
and marketing strategies|marketing
strategy
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Profit impact of marketing strategy
1
According to Lancaster, Massingham
and Ashford (Essentials of Marketing,
4th edition, McGraw Hill), PIMS seeks
to address three basic questions:
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Profit impact of marketing strategy
1
* What is the typical
profit rate for each
type of business?
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Profit impact of marketing strategy
1
* Given current strategies in a company, what are
the future operating results likely to be?
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Profit impact of marketing strategy
1
* What strategies are likely to help
improve future operating results?
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Profit impact of marketing strategy
Dibb, Simkin, Pride and Ferrell
(Marketing Concepts and Strategies,
4th European edition, Houghton
Mifflin) cite six principal areas of
information that PIMS holds on each
business:
1
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Profit impact of marketing strategy
1
* characteristics of
the business
environment
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Profit impact of marketing strategy
1
* how the budget is
allocated
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Profit impact of marketing strategy
1
* operating results.
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Profit impact of marketing strategy - Brief history of PIMS
1
The PIMS project was started by Sidney
Schoeffler working at General Electric in
the 1960s, managed by the Marketing
Science Institute in the early 1970s, and
has been administered by the American
Strategic Planning Institute since 1975.
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Profit impact of marketing strategy - Brief history of PIMS
1
It was initiated by senior managers at
GE who wanted to know why some of
their business units were more
profitable than the others. With the
help of Sidney Schoeffler they set up a
research project in which each of their
strategic business units reported their
performance on dozens of variables.
This was then expanded to outside
companies in the early 1970s.
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Profit impact of marketing strategy - Brief history of PIMS
1
The initial survey, between 1970 and
1983, involved 2,600 strategic
business units (SBU), from 200
companies. Today 12,500 observations
exist for 4162 SBU's; PIMS is managed
by PIMS Associates in London. Each
SBU give information on the market
within which they operated, the
products they had brought to market
and the efficacy of the strategies they
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Profit impact of marketing strategy - Brief history of PIMS
1
The PIMS project analysed the data they had
gathered to identify the options, problems,
resources and opportunities faced by each
SBU. Based on the spread of each business
across different industries, it was hoped that
the data could be drawn upon to provide
other business, in the same industry, with
empirical evidence of which strategies lead to
increased profitability. The database
continues to be updated and drawn upon by
academics and companies today.
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Profit impact of marketing strategy - Conclusions drawn by PIMS
1
The original PIMS data survey led the
PIMS project to identify 37 variables
which account for the majority of
business success. Two leading
marketing texts differ slightly on
which variables are the most
important, with Dibb, Simkin, Pride
and Ferrell (p676) identifying:
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Profit impact of marketing strategy - Conclusions drawn by PIMS
1
* lower requirement
for capital
investment
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Profit impact of marketing strategy - Conclusions drawn by PIMS
While many of these seem obvious,
PIMS has the advantage of providing
empirical data that define quantitative
relationships and back what some may
consider to be common-sense.
1
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
PIMS evaluated businesses' market
position and suggest possible
strategies, based on the data gathered
from participating companies.
Businesses wishing to use the service
provide detailed information, including
details of their:
1
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
1
* assumptions about
future sales.
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
1
In return, PIMS provides four reports, described by
Lancaster, Massingham and Ashford as:
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
1. A 'Par' report - showing the ROI and
cash flows that are 'normal' for this type of
business, given its market, competition,
technology, and cost structure.
1
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
2. A 'Strategy Analysis' report, which
computes the predicted consequences of
each of several alternative strategic
actions, judged by information in similar
businesses making similar moves, from a
similar starting-point and in a similar
business environment.
1
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Profit impact of marketing strategy - Participation in the PIMS study: cost and
benefits
1
3. A 'Report on Look-Alikes' (ROLA),
which aimed at predicting the best
combination of strategies for that
particular company, by analysing
strategically similar business more
closely.
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Profit impact of marketing strategy - Participation in the PIMS study: cost and benefits
1
4. An 'Optimus Strategy' report, which
is aimed at predicting the best
combination of strategies for that
particular company, again based on the
experiences of other businesses in
'similar' circumstances.
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Profit impact of marketing strategy - A critique of PIMS
1
Clearly, it could be argued that a database
operating on information gathered in the
period 1970 - 1983 is outdated. However
data continues to be collected from
participating companies and PIMS argues
that it provides a unique source of timeseries data, the conclusions from which
have proven to be very stable over time.
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Profit impact of marketing strategy - A critique of PIMS
1
It has also been suggested that PIMS is
too heavily biased towards traditional,
metal-bashing industries, such as car
manufacturing; perhaps not surprising,
considering the era in which the majority of
the surveys were carried out. In reality, as
of 2006, the 3,800+ businesses contained
within the database includes data from the
consumer, industrial and service sectors.
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Profit impact of marketing strategy - A critique of PIMS
1
It is also heavily weighted towards large
companies, at the expense of small
entrepreneurial firms
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Profit impact of marketing strategy - A critique of PIMS
A serious theoretical criticism has also
been mentioned. An empirical correlation
does not necessarily imply cause. There is
no way of knowing whether high market
share caused the high Profit
(accounting)|profitability, or whether high
profitability caused the high market share.
Or even more likely, a spurious factor such
as product quality could have caused both
high profitability and high market share.
1
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Profit impact of marketing strategy - A critique of PIMS
Tellis and Golder (1996) claim that
PIMS defines markets too narrowly.
Respondents described their market
very narrowly to give the appearance
of high market share. They believe
that this self reporting bias makes the
conclusions suspect. They are also
concerned that no defunct companies
were included, leading to survivor
bias.
1
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Marketing strategies - Developing a marketing strategy
1
Marketing strategy needs to take a
long term view, and tools such as
customer lifetime value models can
be very powerful in helping to
simulate the effects of strategy on
acquisition, revenue per customer
and churn rate.
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Marketing strategies - Developing a marketing strategy
1
A key component of marketing strategy is
often to keep marketing in line with a
company's overarching mission
statement.Baker, Michael The Strategic
Marketing Plan Audit 2008 ISBN 1902433-99-8
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Marketing strategies - Developing a marketing strategy
1
Once a thorough environmental scan is
complete, a strategic planning|strategic
plan can be constructed to identify
business alternatives, establish
challenging goals, determine the optimal
marketing mix to attain these goals, and
detail implementation. A final step in
developing a marketing strategy is to
create a plan to monitor progress and a
set of contingencies if problems arise in
the implementation of the plan.
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JetBlue - Marketing strategy
1
JetBlue’s first major advertising campaign
incorporated phrases like “Unbelievable”
and “We like you, too”
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JetBlue - Marketing strategy
1
As JetBlue gained market share, they
found a unique positioning where they
competed with other low-cost carriers
(i.e
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JetBlue - Marketing strategy
During the company’s growth stage,
advertising messages moved from the
engaging and customer oriented to less
personal slogans and campaigns.
Frequent changes in its values
statements resulted in mixed and
frequently wasted marketing dollars
spent. Slogans varied from “More” to
“Happy Jetting” and many other failed
attempts.[http://www.jetblue.com/about/
1
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JetBlue - Marketing strategy
1
A new marketing strategy has been partnerships
with professional sports teams and venues
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JetBlue - Marketing strategy
1
JetBlue also utilizes
various forms of
advertising media
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JetBlue - Marketing strategy
1
According to Martin St. George, senior
vice president of marketing and
commercial strategy at JetBlue, the
new “You Above All” campaign was
created to get JetBlue back to their
“DNA” and speak to the “core of who
we are as a brand.” This motto is meant
to support their efforts to always put
the customer first and “bring humanity
back to air travel”.
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Market strategy - Developing a marketing strategy
1
A key component of marketing strategy
is often to keep marketing in line with a
company's overarching mission
statement.Baker, Michael The Strategic
Marketing Plan Audit 2008 ISBN 1902433-99-8
https://store.theartofservice.com/the-marketing-strategy-toolkit.html
Nike, Inc - Marketing strategy
1
Nike promotes its products by Sponsor
(commercial)|sponsorship
agreements with celebrity athletes,
professional teams and college
athletic teams.
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We Bring Good Things to Life - Marketing strategy
1
When GE advertising was consolidated in
1979 with BBDO, the “Good Things”
slogan was not only incorporated into
media ads but also induced on all
packaging, spec sheets and brochures,
and service trucks
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