MARKETING STRATEGY

ENTREPRENEURS - UNIQUE
MARKETING CHALLENGES
• Operating with limited resources
• A few economies of scale
• Consumer inertia in accepting new
products
• Marketing to multiple audiences:
Investors,Customers,Employees,Suppliers
,Market Intermediaries and Business
Partners
• Unknown entity and unknown brand
 MARKETING STRATEGY
• SEGMENTATION
• TARGETING
• POSITIONING
• PRODUCT
• PRICE
• PLACE
• PROMOTION
 Sub Elements – Marketing Mix
• Product
design,features,brand,style,package,mode
l,labelling,warranty,pre-sale & after sale
service
• Place
• Channels of distribution- Types of
intermediaries, channel remuneration,
location of outlets
• Physical distribution-
Transport ,Warehouse, C&F agents
 Sub Elements – Marketing Mix
• Price
Pricing policy, margin, discount, payment
terms, credit terms, Installment, MRP
• Promotion
Personal selling ,advertising, media mix,
sales promotion-gift, coupon, contest.
Publicity & public relations
 Marketing Mix and the Customer
Four P’s Four C’s
• Product • Customer solution
• Price • Customer cost
• Place • Convenience
• Promotion • Communication
MARKETING STRATEGY

RELIANCE TEXTILES

ONLY VIMAL
 MARKETING STRATEGY
SEGMENTING

TARGET MARKET
The fashion conscious, well to do, upper
middle class of India

POSITIONING
Hi-fashion and Hi-tech fabric for the elite
customer
 MARKETING STRATEGY
PRODUCT MIX
- Premium product
- Crimped yarn
- Vimal
- Saris, Suitings, Shirtings, and Dress
materials
- Contemporary design
 MARKETING STRATEGY
PLACE MIX
- State level stockists
- Exclusive showrooms
- Jumbo showrooms
- Franchisees
- Retail marketing services division
 MARKETING STRATEGY
PRICE MIX
- Premium price
- Value for money
 MARKETING STRATEGY
PROMOTION MIX
- Promotion Budget-5 crore p/a
- Emphasis on the fabric not on models
- Suitings- business executives & middle class
- Saris-A woman expresses herself in many
languages, Vimal is one of them
- Mudra
- Ads region specific
- Fashion show / Only Vimal Idea