MARKETING STRATEGY

 Marketing strategy is a plan of action designed to promote and sell a product or

service.
 " we use a number of marketing strategy to grow our business ".

 Strategic analysis is designed to address the first strategic question,

"Where are we now?" Traditional market research is less useful for strategic
marketing because the analyst is not seeking insights about customer attitudes and
preferences.
 Instead, strategic analysts are seeking insights about the firm's operating environment
with a view to identifying possible future scenarios, opportunities, and threats.

 Strategic planning makes no assumptions about the firm continuing to offer the same
products to the same customers into the future.
 PRODUCT STRATEGY
 Product strategy defines what your product should achieve and how that supports the
organisation, and is brought to life through the product road map.
 This strategy outlines the end-to-end vision of the product, particulars on achieving
the product strategy and the big picture context in terms of what the product will
become.
 Companies utilise the product strategy in strategic planning and marketing to identify
the direction of the company's activities.
 The product strategy is composed of a variety of sequential process in order for the
vision to be effectively achieved.
 The company must be clear in terms of the target market of the product in order for
them to plan the activities needed in order to reach the destination and to achieve its
goals

 To extend a life of the product, techniques include advertising, price reduction (attract
new customers), adding value to the product (new features), explore new markets
(selling your product overseas) and new packaging (freshen up old packaging).
 PRICING STRATEGY

 A business used a variety of pricing strategies when selling a product or service to

determine the most effective pricing strategy for a company.

 The senior executives first identifyed the company pricing position, pricing segment,
pricing capability and their competitive pricing reaction strategy

 Pricing strategies and tactics vary from company to company, and also
differ across countries, cultures, industries and over time, with the
maturing of industries and markets and changes in wider economic
conditions.
 DISTRIBUTION IN MARKETING

 A company have decided whether it wants to serve the product and service through
their own channels or partner with other companies to use their distribution channels
to do the same.
 Some products, which are premium, might need selective distribution whereas others
which are mass products, may need intensive distribution.
 The strategies for both types will be different. So, in the end, the distribution of a
company is dynamic in nature and it contributes a lot to the competitive advantage of
the company.

 Decisions about distribution need to be taken in line with a company's

overall strategic vision and mission.
 Developing a coherent distribution plan is a central component of
strategic planning.
 At the strategic level, there are three broad approaches to distribution,
namely mass, selective and exclusive distribution.
 PROMOTION IN MARKETING
 The aim of promotion is to increase awareness, create interest, generate sales or
create brand loyalty
 A promotional plan specifies how much attention to pay to each of the elements in
the promotional mix, and what proportion of the budget should be allocated to each
element

 The purpose of a promotion and thus its promotional plan can have a wide range,
including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image

 our three objectives of promotion. These are

1.To encourage present information (mostly products / services) to
consumers (both old & new) and others.
2.To increase demand.
3.To differentiate a product.