Amity Business School

Marketing Strategies
Module V: Marketing Strategy Decisions
MBA
Sem 4
Dr. Sunetra Saha
 Amity Business School

Topics
• Go to Market Strategy / Route to Market Strategy
• Market Resource Allocation Strategies
• Product Strategies [including new product
development]
• Pricing Strategies, Distribution Strategies,
• Promotion Strategies (Advertising strategies, Digital
marketing strategies)
• Global Market Strategies
 Amity Business School

Go to Market Strategy
• A go-to-market strategy (GTM strategy) is an action plan that specifies
how a company will reach target customers and achieve competitive
advantage.
• It is the plan of an organization, utilizing their inside and outside resources
(e.g. sales force and distributors), to deliver their unique value proposition
to customers and achieve competitive advantage.
• The end goal of a go-to-market strategy is to enhance the overall
customer experience by offering a superior product and/or more
competitive pricing
• The purpose of a GTM strategy is to provide a blueprint for delivering a
product or service to the end customer, taking into account such factors
as pricing and distribution.
• https://blog.hubspot.com/sales/gtm-strategy
 Amity Business School

Core components
• Identifying buyer personas.
• Creating a value matrix.
• Defining the marketing strategy.
• Understanding the buyer's journey.
• Selecting a sales strategy.
• Syncing with support.
• Understanding where the product sits in the overall roadmap.
• Defining the success metrics.
• Determining ongoing budget and resource needs.
Amity Business School
 Amity Business School

Route to Market Strategy

• Route-to-market is a strategy that determines which distribution
channels businesses use to deliver a product to target
customers. It’s a strategy that companies use when they want
to achieve a specific business objective or accelerate growth in
a given market.
• A commercially incentivized method of reaching, selling and
transacting to drive revenue and profit within an identified
target market or segment.
• Also known as a sales execution strategy, it provides a
roadmap for companies to get their products from the factory or
warehouse to the end-users, customers, or distributors.
 Amity Business School

Route to Market Strategy

• The primary objective of a route to market strategy is to ensure
that the products reach the clients/customers in an efficient and
effective manner, thereby ensuring satisfied customers and
increased sales growth.
• Developing a high performing route to market strategy involves
focusing on the right markets, with alignment to the behaviors
and needs of the customers in those markets.
• To ensure success, it is vital to choose the right sales
channels, products, and value propositions, which would
consequently result in a company that delivers high revenues,
profitability, and customer loyalty.
Amity Business School
 Amity Business School

Market Resource Allocation Strategies

Marketing resource allocation is the process of deciding how best to divide and spread a marketing budget across
multiple activities, each of which will impact on customer awareness and purchase behaviour.

https://slide-finder.com/view/Marketing-Strategy-Chapter-8.265010.html
 Amity Business School

Resource Allocation
 Amity Business School

Product Strategies
• Product Strategy is a system of achievable goals and
visions that work together to align the team around
desirable outcomes for both the business and its’
customers.
• The product strategy forms the basis for executing a
product roadmap and subsequent product releases.
The product strategy enables the company to focus on
a specific target market and feature set
 Amity Business School

Product Strategies
• Foundation: What business wants to achieve
– Vision
– Business models
– Positioning
• Market: The customers and the market landscape
– Personas
– Competitive analysis
• Imperatives: The work business will accomplish
– Goals
– Initiatives
https://www.aha.io/roadmapping/guide/product-strategy
 Amity Business School

Pricing Strategies
• A pricing strategy is a model or method used to
establish the best price for a product or service. It helps
you choose prices to maximize profits and shareholder
value while considering consumer and market demand.
• A pricing strategy takes into account segments, ability
to pay, market conditions, competitor actions, trade
margins and input costs, amongst others. It is targeted
at the defined customers and against competitors.
 Amity Business School

Pricing objectives
Volume oriented objectives
Profitability oriented objectives • Maximisation of sales revenue
• Profit maximisation • Maximisation of market share
• Maximisation of customer value
• Target return • Minimisation of customer
• Satisfactory profits volume

Pricing objectives

Image oriented pricing Stabilisation objective

• Maintaining an image • Maintaining stable prices
 Amity Business School

Factors impacting pricing

 Amity Business School

https://www.pricingsolutions.com/pdf/World-Class-Pricing-
The-Journey.pdf
 Amity Business School

Distribution Strategies
Concerned with the channels a firm employs to make its
goods and services available to customers
• Channels – types of organized structures of
intermediate buyers & sellers that bridge the
time/space between manufacturers and end-users
• Includes:
– Channel Structure
– Distribution Scope
– Multiple Channels
– Channel Control
 Amity Business School

Choosing a channel
 Amity Business School

Types of Distribution Channels

 Amity Business School

Distribution Channels Configuration

1.End User Considerations
2.Product Characteristics
3.Manufacturer's Capabilities and Resources
4.Required Functions
5.Availability and Skills of Intermediaries
 Amity Business School

Distribution Strategies
 Amity Business School

Selecting the Channel Strategy

• Market Access
• Value-Added Competencies
• Financial Considerations
• Flexibility & Control Considerations
 Amity Business School

Promotion Strategies
• Promotion is communication intended to persuade, inform, or
remind a target audience about a business or its products. 
• The promotion strategy involves planning, determining the right
promotional mix, and selecting specific promotional activities.
• Promotional goals include creating awareness, getting people
to try products, providing information, retaining loyal
customers, increasing the use of products, and identifying
potential customers, as well as teaching potential service
clients what is needed to “co-create” the services provided.
 Amity Business School

Factors affecting Promotion Strategies

 Amity Business School

Global Market Strategies

• A global marketing strategy (GMS) is a strategy that
encompasses countries from several different regions
in the world and aims at coordinating a company’s
marketing efforts in markets in these countries
• •Global marketing is the process of focusing an
organization`s resources on the selection and
exploitation of global market opportunities consistent
with and supportive of its short and long-term strategic
objectives and goals.
 Amity Business School

Global Market Strategies

Amity Business School
Amity Business School