MARKETING

STRATEGY
AND
THE
MARKETING
MIX
 Marketing Strategy
• A process that can allow an
organization to concentrate its
limited resources on the
greatest opportunities to
increase sales and achieve a
sustainable advantage.

LETS GET
STARTED
Marketing strategy decisions includes:

01 MARKET SEGMENTATION.

02 MARKET TARGETTING

0 MARKET DIFFERENTIATION.

WELCOME MESSAGE

3 MARKET POSITIONING Presentations are communication tools

that can be used as demonstrations,
lectures, speeches, reports, and more.
 MARKET
SEGMENTATION
• Dividing a market into distinct groups
of buyers who have different needs,
characteristics or behaviors and who
might require separate products or
marketing program.

Market Segment
 A group of consumers
who respond in a similar
way to a given set of
marketing efforts
 MARKET
TARGETTING
• The process of
evaluating each market
segment’s attractiveness
and selecting one or
more segments to enter.
 MARKET
DIFFERENTIATION
• After a company has decided which
market segments to enter, it must
determine how to differentiate its
market offering for each targeted
segment. A process of
distinguishing a product or service
from others to make it more
attractive to a particular target
market.
 MARKET
POSITIONING
• Is arranging for a product to occupy a
clear, distinctive and desirable place
relative to competing to products in the
minds of target consumers. Establishing
the image of a brand by providing
company’s product uniqueness and
creating a brand positioning statement in
the consumer’s mind.
 High Price – High Quality
 Low Price – Low Quality
 Low Price – High quality
 High Price – Low quality
 Developing an
Integrated
Marketing Mix


• After determining its overall marketing

strategy, the company is ready to begin
planning the details of the marketing mix.
The marketing mix consists of everything
the firm can do to influence the demand
for its product. The many possibilities can
be collected into four group of variables –
the four P’s
 Marketing Mix
The set of tactical marketing tools like products,
price, place and promotion that the firm blends to
produce the response it wants in the target market.
Below shows the marketing tools under each P.

PRODUCT PLACE
means the goods-and-services includes company activities that
combination the company offers to make the product available to
the target market. target
consumers.

PRICE
is the amount of money customers
must pay to obtain the product.
PROMOTION
refers to activities that
communicate the merits of the
product and persuade target
customers to buy it.
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Presentations are communication
tools that can be used as
demonstrations, lectures, speeches,
reports, and more.
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WE'REPROBLEM
FACINGDESCRIPTION
Presentations are communication
tools that can be used as
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LIST ASPECT
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ONE PROBLEM
PROBLEM TWO FOUR
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 STEP ONE
Presentations are communication
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INFOGRAPHIC
demonstrations.
STEP TWO
Presentations are communication
PROCESS

tools that can be used as

demonstrations.
SLIDE

STEP THREE
Presentations are
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demonstrations.
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SERVICES ONE SERVICES FOUR
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SERVICES TWO SERVICES FIVE
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Presentations are communication
tools that can be used as
demonstrations.