LESSON 8

WHAT ARE THE

ELEMENTS OF A
MARKETING
STRATEGY?
UNIQUE SELLING PROPOSITION
When developing your marketing strategy, it is important that
entrepreneurs understand all potential factors that contribute to
their competitive advantage.

Unique selling proposition is

the marketing statement that
companies used to sell their
products and services to
prospective customers.
A USP may include phrases such
as “highest quality”, “lowest
cost”, “first ever”, “longest
running”, etc. that tells why
the product or service is
different and why it is better
than that of the competition.
In crafting an effective USP, consider these
fundamental as questions as guide:

• Who is the target market of the business,

product, or service?
• What are the needs, wants, or problems of the
target market?
• How does the business satisfy their wants, needs,
or solve their problems?
• How unique is the business, product, or service?
Examples of USP

For teenagers who need high quality skin care

products, Glow Essentials is the most
desirable skin care products in this
generation, that provides the very best glow
of youth. Unlike any other skin care products,
Glow Essentials is the premiere skin care
products that is budget-friendly yet assures a
never-been-before glow, and bring no harm to
health.
VALUE PROPOSITION
A value proposition refer to the
value a company promises to
provide to its customers. It
summarizes how the benefit of the
company’s product or service will
be delivered, experienced or
acquired.

A value of proposition differs from

USP. The latter explains how the
product or service uniquely solves
customer’s problems or needs,
while a value of proposition
specifies what makes the
company’s product or service
attractive and why a customer
should buy t.
Example of Value Proposition

Apple iPhone: Security is serious. It’s why we

invented Touch ID. A painstakingly engineered
sensor that lets you unlock your phone with
just your fingerprint. And iPhone keeps your
print safety by never storing an image of it.
Instead, it turns into an intricate piece of
math, which can’t be turned back into an
image, re-created, replicated, or otherwise
fiddled with. And we built a place especially
for that piece of math called the Secure
Endave. It’s completely walled off from the
rest of your phone, and it keeps your
fingerprint encrypted and protected.
MARKETING MIX
The marketing mix are the key
factors involved in the marketing of a
product or service.
This term was popularized by Harvard
Business School professor Neil Borden
in 1950s. According to him, “The
marketing mix refers to the
appointment of efforts, the
combination, the designing, and the
integration of the elements of
marketing into a program or mix
which, on the basis of an appraisal of
the market forces, will best achieve
an enterprise at a given time.”
It is made up of product, price,
place, and promotion. These
marketing elements are commonly
referred to as the 4P’s of Marketing.
 PRODUCT
This marketing element
pertains to a good or service
that a company offers to
customers.

The product or service a

company provides can vary
significantly depending on
the type of company or type
of business.
 PRICE
This marketing element
refers to the value that is
put into a product or
service.

Companies should link the

price to the real and
perceived value of the
product or service, but
should put into consideration
production and supply costs,
seasonal discounts, and
prices of competitors.
 PLACE
Place refers to where and
how customers buy a
company’s product or
service which may include
retail stores,
supermarkets, smartphone
apps, online retailers,
social media, trade
exhibits, etc.
 PROMOTION
Promotion pertains to
specific and thoughtful
advertising that reaches a
company’s target market.

It includes advertising, public

relations, and promotional
strategy. Its goal is to inform
consumers why they need a
product or service and why
they should pay a certain
price for it.
OPERATIONAL DOMAINS
The operational domain represents
the collections of functions for
controlling, managing, and
monitoring business activities in
the most efficient manner
possible.

Every business operation has a

management principle, and the
application of that principle is
called “operations management,”
which has four fundamental
components- organization,
scheduling, coordination, and
standardization- that must be the
cornerstone of company activities
 ORGANIZATION
Organizing involves integration and
combination of labor, capital, and
material resources to get results.

According to American business executive

Chester Bernard, “Organizing is a
function by which the concern is able to
define the role positions, the jobs
related and the co-ordination between
authority and responsibility.”

Organization as a component of
operations management can be done
with the help of the following steps:
identification of activities, grouping of
activities, assigning of roles and
responsibilities, defining and granting of
authority, and establishment of
 SCHEDULING
Scheduling involves, arranging,
controlling, and optimizing
work and is used to allocate
resources to meet
organizational objectives.

The objectives of operations

scheduling includes increasing
profit and output, minimizing
production costs, meeting
delivery schedules, making
efficient use of labour
resources, and improving he
quality of product or service.
 COORDINATION
Coordinating ensures that
members of an organization
work in harmony.

It is the orderly arrangement

of the efforts of a group of
individuals to provide unity of
action in the pursuit of
common goals.

Its objective is to facilitate

accomplishment of overall
objectives.
 STANDARDIZATION
As part of the operations
management, standardization
seeks to optimize and simplify
tasks so they can be routinized.

Standardization is useful when an

organization wants to achieve
consistent level of quality,
manufacturing standards, brand
recognition, or production
outputs.

The goal of standardization is to

enforce or implement a level of
consistency or uniformity to
business operations.
BRAND DEVELOPMENT
Brand development is a
strategic process of creating a
company product or service
image that is distinct from
their competitors.
According to marketing
executive, David Holston,
author of the book The
Strategic Designer: Tools and
Techniques for Managing the
design process, “At the heart
of branding is the promise that
is made by the organization to
the audience. The promise tells
the audiences who you are,
what you believe in, and what
unique value you provide.”
SIX (6) PHASES FOR STRATEGIC
BRAND DEVELOPMENT
 BRAND TEAM DEVELOPMENT

Creating a dedicated team

to take care of the brand
helps provide valuable
insight into the
organization , makes
launching the brand easier,
and makes maintaining the
brand image more
successful.
 CONDUCT BUSINESS ANAYSIS
Through environmental
scanning or industry
research, companies could
discover brand solutions
for customer that are
aligned with their business
goals.

Business analysis should

focus on 3 key areas:
mission, competition, and
the business environment.
 CONDUCT AUDIENCE ANALYSIS

Through surveys,
customer feedbacks,
or market research,
companies could
understand how brand
design motivates their
target audiences.
 DEVELOP A BRAND POSITIONING
Positioning speaks to the
promise a company
makes with its target
audience- defining a
unique value o customers
and making sure that it
can consistently deliver
on that promise.
 CREATE A CONSISTENT
MESSAGING AND VISUAL STYLE

The visual and verbal

elements that
communicate the brand
position attract,
intrigue, and convince
customers to engage
with the brand.
 LAUNCHING AND EVALUATING
THE BRAND

Launching the brand

entails communicating
the brand position and
brand verbal and visual
assets to the internal
audience and requires
brand education to take
place.
Companies use tools to measure effectiveness of
brand development. The most commonly used
tool is:

Brand Development Index (BDI)

- Is used to measure the relative sales strength of
a brand within a specific market.
- Helps identify strong and weak demographic or
geographic segments for individual market

Formula:
BDI= (% Brand Sales ÷ % Market Population) × 100
Example:

Brand Sales = 40.54%

Market Population= 30%

BDI= (% Brand Sales ÷ % Market Population) × 100

= (0.4054 ÷ 0.30) × 100
= 1.35 × 100
= 135
Category Development Index (CDI)
- Relates the percent of a category’s sales in a
market to the percent of the population in that
same market
- measures the sales strength of a particular
product category within a specific market

Formula:
CDI= (% Category Sales ÷ % Market Population) × 100
Example:

Category Sales = 33.33%

Market Population= 30%

CDI= (% Category Sales ÷ % Market Population) × 100

= (0.3333 ÷ 0.30) × 100
= 1.11 × 100
= 111
Four (4) possibilities when
comparing BDI to CDI
High BDI, High CDI
 Both the brand and the
product category are
doing well. Companies
should build more on the
brand as the market
represents good sales
potential.

High BDI, Low CDI

 Brand is doing well, but
the product category is
not. Companies should
monitor sales
performances for
possible decline
Low BDI, High CDI
 Brand is not doing well,
but the product category
is. Companies should try
to attract more
customers and improve
market share.

Low BDI, Low CDI

 Both brand and product
category are not doing
well. Companies should
quickly remove the
brand out of the
business.
 “Content marketing is really like a first date. If all
you do is talk about yourself, there won’t be a second
date.”
THANK YOU FOR
LISTENING!
HAVE A NICE DAY
AHEAD
-Charlize and Joseph Bernard