Marketing

Strategy
RUCHIR AGARWAL
5 C’s
 Customers

Context Company

Collaborators Competitors
Customer
DMU (Decision Making Unit) : Other Considerations:
How do DMU members interact?
o Where do they buy?
 Initiators : Where do they search?
o How is it used?
 Deciders : Criteria to evaluate
o Frequency of use?
alternatives?
o Importance of the problem to be solved?
 Influencers : Importance of attributes

 Purchasers

 Users
Company & Competition
Company Competition

 SWOT Analysis  Competition SWOT Analysis

 Product / Company Fit  Anticipate Competitive Reaction

 Finances
 Assess Competitors Objectives and
 R&D
Strategies
 Manufacturing
 Other Assets
Collaborator & Context
Collaborator Context
 Dealer / Retailer Relationships  Technological Shift
 Cost Structure
 Cultural Trends
 Margins
 Tasks  Regulatory Framework
 Training Requirements
 Politics and Social norms
 Suppliers
 Quality
 Lead Time
 Capability to ramp up
 STP

SEGMENTATION. TARGETING POSITIONING

Type of Segmentation
• Segmentation : Type of Product Market • Segmentation : Product Relationship
• Mass • User Status: Non-User vs User
• Segments • Usage Rate: Light, Medium, Heavy
• Niches • Benefit Sought: Performance vs Price vs
• Individuals Convenience vs Self Esteem
• Loyalty Status: None, Moderate, Strong, Total
• Segmentation : Customer Descriptors • Attitude: Unsatisfied, Satisfied, Delighted
• Demographic
• Geographic
• Lifestyle / Psychographic
• Situational
Target Market Selection
 TG’s Purchase Criteria

 Firm’s Strength & Weakness Vs Competition to address TG

 Product Fit to Corporate Goals

 Resource Allocation

 Availability of Appropriate Collaborators

 Likely Financial Returns

Positioning Approaches / Steps
 Brand Prism Gap (ex. Mahindra – Scorpio)

 Substitution + Building on Natural Desire (ex. Cadbury – Shubh Aarambh)

 Emotional – Planting a new unconscious memory (ex. Accenture)

 Positioning Map (New vs Existing) : Find a White Space or Create your own Space

 Creative Brief

 Visual => Create Perception

4 P’s
PRODUCT
1. Product Definition
◦ Total Package of Customer Benefit
◦ POV of Value Delivered
2. Product Line Planning
◦ Breath : How many different lines
◦ Length : How many products in a line
◦ Depth : How many types
3. Individual Item Decision
◦ Delete item from line
◦ Reposition existing product in the line
◦ Improve performance
◦ Introduce new product in the existing line
◦ Introduce product to establish new line
4. NPD
◦ Opportunity Identification
◦ Design
◦ Testing
◦ Product Introduction
◦ Lifecycle Management
PLACE
1. Channel Design 2. Channel Management
◦ Direct vs Indirect ◦ Reasons for Conflicts
◦ Channel Length ◦ Lack of congruence in goals
◦ Account Concentration ◦ Lack of consensus on who is doing what
◦ Degree of Control and Importance of Direct ◦ Day-to-day “work-on-it” task
Customer Connect
◦ Channel Breath
◦ Customer willingness to travel
◦ Unit cost of stocking goods
◦ Market development
PROMOTION
1. Purpose 2. Task and Tools : 6M’s 3. Communication Mix
◦ Create Awareness ◦ Market ◦ Non-Personal
◦ Describe Features & Benefits ◦ Mission ◦ Advertising
◦ Sales Promotion : Consumer, Trade, Retail
◦ Suggest Usage ◦ Message
◦ Direct Marketing
◦ Differentiate from Others ◦ Media
◦ Public Relations
◦ Directing Buyers to POP ◦ Money ◦ Packaging
◦ Creating / Enhancing Brand Image ◦ Measurement ◦ Trade Shows
◦ Personal Selling
◦ Push vs Pull Strategy
PRICE
1. Pricing Basis and Objectives
◦ Skim Strategy : High Value / Few
Customers
◦ Penetration Pricing : Low Price / Mass
Market Target
It is subject to:
◦ Customer Sensitivity
◦ Economies of Scale
◦ Adequate Production Capacity
◦ Threat from Competition
2. Price Customization through:
◦ Developing a product line
◦ Controlling availability of lower prices
◦ Varying price based on observable buyer
characteristics
◦ Varying prices based on transaction
3. Price Competition due to:
◦ High Fixed & Low Variable Cost
◦ Little Product Differentiation
◦ Low Industry Growth Rate
◦ Barriers to Capacity Adjustment
Modern 7 P’s

Additional New 3 P’s

• Physical Evidence
• People
• Process
CLC
CUSTOMER LIFE CYCLE
Thank You
REF: HBS 9-598-061 / SLIDE PLAYER / SLIDE TEAM / EMERITUS