INTRODUCTION -

STRATEGIC Mr. Saad Ahmed Khan

MARKETING
STRATEGIC MARKETING

Strategically, how you

manage the marketing
function of the
organization is called
Strategic Marketing.
 - Object is related to subject
- Object is identification on a subject by looking it from the limit
(boundary).
- Subject is always limited.
SUBJECT & OBJECT
Subject

Object
 We locate a mark by looking at its distance from the boundaries (limits).

SUBJECT & OBJECT

Subject

Y
Object axis

x
axis z
axis
SHAPE - SQUARE
SHAPE - RECTANGLE
MARK-ET
MARK: Sign, Name , Symbol
MARK(ET): ET = It’s a place People
human
Mark: Buyer / Seller/ Product individual

Market: Its is a place where buyers and sellers meet to perform an economic activity .
It’s a place where people are present.
 MARK-ET
NEED (BASIC) --------- PROBLEM --------------- SOLUTION

is fulfilled by

Exchange:
of Goods, Services, Ideas, Experiences, Information, place

tangible intangible Tangible & intangible

Satisfaction is one-sided.

To solve the problem in order to fulfill the needs, we exchange.

Marketing is never one sided because exchange is never one-sided.

WIN-WIN situation is two sided (both customer and business are happy because of solution and profit
respectively.
MARK-ET
Want(s) are all the available options
If you select one particular option among the available options, this exercise of selection
is called Demand.

There are two types of options:

1. Alternative (when category is same)
2. Substitute (nature of the product is different)

Alternatives: (Petrol, High-octane, Diesel) (KFC, McDonals, Mr. Burger)

Substitutes: (KFC, Pizza Hut)
(Petrol, CNG) state of matter is different one is liquid and one is gas
MARK-ET
There are always two solutions:
1. If you are brining substitute solutions then it means the nature of your solution is different
from existing solutions, so you are going for indirect competition.

2. If you are brining alternate solution then it means that your solution is in similar category of
the solutions existed, this means you are going for direct competition.
MARK-ET-ING
MARK ET ING (verb)
(sign,symbol) (A place) process/ Exchange

Function = process is used where ing is used.

Marketing is a function/ process of executing a WIN WIN situation

Marketing is a function/process in which goods/services are exchanged and a WIN WIN situation is executed.

KISS Strategy: (Keep It Simple & Short)

Definition of Maketing:
Marketing is process/function of creating a WIN WIN situation.
Marketing is all about creating a WIN WIN situation.
TOOLS NEEDED TO EXECUTE
A FUNCTION FOR SOLVING
PROBLEM
If you want to insert a nail inside the wall you need Nail, Hammer, Wall, certain
intensity, particular way of hammering etc.

Tools Tools
1. Nail, Hammer 1. Product
2. Cost of Nail & Hammer 2. Price
3. Wall 3. Place
4. Certain energy and way of 4. Promotion
hammering
TOOLS OF MARKETING
1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION
5. PEOPLE (people need a process to work)
6. PROCESS (Process can be completed by people)
7. PHYSCIAL IDENTITY (People and process combined and make Physical identity)
PRODUCT
It is an umbrella term

Tangible (physical) Intangible (intangible/Services)

PROMOTION
Promotion is a drill machine with which marketers drills marketing in your brain.

This drilling is done to place the product in the customer’s mind so when that person has a
need afterwards for that product, so at that time your product should be placed in his
mind.
CUSTOMER SATISFACTION
Perception Level

dissatisfied

Delighted Satisfied
Slight lower than actual Strategic fit
Product /Service Value

Very low than actual value Satisfied

FRAMEWORK
EFFECTIVE CRITERIA FOR SELECTING
THE MARKET
RESEARCH
100%
M Measureable 360°

A Accessibility
S Substance
D Differentiated
A Actionable
MARKET SEGMENTATION
You need to identify basis for segment the market.

There are different ways to segment large homogeneous market into small heterogeneous
market.

We select people on the basis of

 Geography
 Demographics
 Psychographics (Personality, Lifestyle
 Behavioral
MARKET SEGMENTATION Symmetrical Lines

As we are dividing the whole market by

symmetrical line so the segments are still
homogeneous.
 MARKET SEGMENTATION PAKISTAN

Now the market is heterogeneous because the segment is created by in

asymmetrical lines.

It becomes a single framework.

These are various segments/frameworks.

You study all the segments.

When characteristics of profile of this 16 framework matches your product profile

then it becomes your most preferred segment which is called target segment.
Target segment = Target market
 MARKET SEGMENTATION
MATCHING PRINCIPLE
When the product profile and the people in a segment’s profile are
matched then it is your segment. This principle is called matching
principle.
 MARKET SEGMENTATION
There are two criteria for product or service launch:
1. First idea generation and then look for the market for your product
2. First identify what is the problem people are facing, then you compress the number of people having
similar problems, then you find a solution for that problem and then that solution is transferred in a
form of a product and then that product is offered to those people.