STM UNIT V

STRATEGY TYPES
PLANNED OR UNPLANNED STRATEGY
WITHDRAWLS / OBSOLENCE
• Planned obsolescence describes a strategy of deliberately ensuring that the
current version of a given product will become out of date or useless within a
known time period. This proactive move guarantees that consumers will seek
replacements in the future, thus bolstering demand.
• Planned obsolescence is a business strategy in which the obsolescence (the
process of becoming obsolete—that is, unfashionable or no longer usable) of a
product is planned and built into it from its conception.
EXAMPLES OF PLANNED OBSOLESCENCE INCLUDE:

• Limiting the life of a light bulb, as per the Phoebus cartel.

• Coming out with a new model for a car every year with minor changes.
• Short-lasting nylon stockings.
• Irreplaceable batteries in tech products.
• The inability to refill an ink cartridge in a printer.
CONTINGENCY / ALTERNATIVE STRATEGY
PLANNING
• Contingency planning involves having alternative strategies in place as a way
of preparing for the unexpected. These types of plans may also be categorized as
disaster recovery plans or business continuity plans, depending on the overall
purpose of the plan.
• Contingency strategies are a result of the contingency plan.
These strategies are devised for a specific situation where things could go wrong.
These strategies prepares the organization or the person for anything that could
happen in future. Contingency plans are often devised by governments or
businesses.
STRATEGIES ADOPTED BY FMCG COMPANIES FOR MAKING
THEIR BRANDS OUTSTANDING

Some of the major strategies adopted by FMCG companies

(i) Multi-brand Strategy
(ii) Product Flanking
(iii) Brand Extensions
(iv) Building Product Lines
(v) New Product Development
(vi) Product Life Cycle Strategy
(vii) Taking advantages of wide distribution network.
RURAL AND EXPORT MARKETING STRATEGIES

A rural marketing strategy refers to the planning of adequate supply of consumer

goods and agricultural input to the villages at an affordable price to fulfil the needs
of the consumers residing in these rural areas.
When introducing a product to rural areas, partnering with key local influencers –
teachers, doctors, members of local village councils, for example – can be a vital
part of an outreach program, although Sinha cautions marketers to expect a lower
volume of leads and lower conversion rates than a comparable urban
MARKETING STRATEGIES FOR IT AND ITES
INDUSTRIES
• The way enterprise technology and software companies need to approach marketing
themselves is evolving and it is imperative to leverage tactics that will produce real results.
• In the face of increased competition for attention on digital channels, technology
companies in the B2B sector can struggle to reach the right decision makers on
the right channels to increase their sales funnel. The ability to connect with these
decision makers about an important issue, goal or challenge to their business can
have a dramatic impact on the success of most any enterprise technology
organization.