Amity Business School

Marketing Strategies
Module II
MBA (G) Sem IV
Dr. Sunetra Saha
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Topics
• Marketing thinking
• Understanding competition and its implications to
Markets
• Focusing on the Customer – Customer Based
Marketing Strategy
• Environment Scanning and Measuring Strengths and
Weakness
• Developing Marketing objectives and Goals
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Marketing thinking

• “Marketing thinking is shifting from trying to maximize the company’s profit

from each transaction to maximize the long-run profit from each
relationship.” – Philip Kotler

• Strategic thinking is defined as a mental or thinking process applied by an

individual in the context of achieving a goal or set of goals in a game or
other endeavor. As a cognitive activity, it produces thought.
• When applied in an organizational strategic management process,
strategic thinking involves the generation and application of unique
business insights and opportunities intended to create competitive
advantage for a firm or organization.
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Understanding competition
• Market concept of competition
Budget competition

Generic competition

Product class competition

Product form competition

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Competitor analysis
What is competitors
current strategy?

What are competitors

What are competitors
current & future
strengths & weaknesses?
objectives?

Expected future strategy

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Competitors capabilities
• Conceive & design new products
• Produce the product or deliver the service
• Ability to market
• Ability to finance
• Ability to manage
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Categories of competitors
Competitive positions Types of competitors based
• Dominant on philosophies
• Strong • Laid back
• Favourable • Selective
• Tenable • Tiger
• Weak • Stochastic
• Non-viable
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Competitive benchmarking
Improve the firm’s competitive position by comparing its
performance with its competitors on any facet like
product, function or organisation as a whole
Types:
 Operational benchmarking
 Process benchmarking
 Strategic benchmarking
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Competitive Positioning
• Defining how to differentiate the offerings in the market.
A roadmap to attaining competitive advantage. Create
value for the market. Affects the consumer perception,
create a niche position,
• Competitive positions
 Aggressive
 Conservative
 Defensive
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Bases of positioning the product

 Attribute positioning: The company positions itself on the basis of attribute like
size or number of years in existence.
 Benefit positioning: The company positions its product as leader in providing a
certain benefit.
 Use or application positioning: The company positions its products as best for
certain use or application.
 User positioning: The company positions its product as best for some user
group.
 Competitor positioning: The company claims its products as better than a
named competitor.
 Product category positioning: The company positions its product as leader in
certain product category.
 Quality or price positioning: The product is positioned as offering the best
value.
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Customer Based Marketing Strategy

A customer-driven marketing strategy means shifting
focus from a product to its user and basing the marketing
strategy, plans and tactics on customers’ needs and
objectives in the first place.
• Identifying & describing buyers
• Understanding how buyers make choices
• Environmental influences
• Building customer profiles
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Customer based marketing

• General customer-based marketing attempts to create relationships
between the product and/or the brand and the consumer. It may
involve special discounts for repeat customers, high levels of
customer service and loyalty programs open to the general public.
• Specific customer-based marketing strategies bypass product
specifics and retail selection in favor of addressing the person behind
every purchase. Brands that manufacture or sell high-end, specialized
or products with otherwise limited marketability use market research
and targeted campaigns to find just the right consumer.
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Environment Scanning
• Environment scanning refers to thorough, consistent and often daily
processing of an organisation’s internal and external environments in
order to identify risks, trends and opportunities that could influence the
organisation’s future, or the future of the industry or market
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Process of Environment Scanning

• systematic collection of
information for scanning an
environment.
• conduct special surveys on
an ad-hoc basis related to
certain environmental issues
• use of processed form
information which is collected
from different internal and
external environment
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Components of Environment Scanning

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Process of Environment Scanning

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Marketing objectives and Goals

• Marketing objectives are actionable targets designed to
provide not just overall direction, but clear and specific
actions. They are specific, measurable, attainable,
relevant, and time-based
• Marketing goals define the endpoint, while objectives
are a more specific outline of how the marketing team
will get there.
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Types of marketing objectives