MARKETING

PUTRI PEBRIANI FORTUNA 2022110062

PUSPA DIAN LESTARI 2022110060
 MARKETING STRATEGY

◦ DEFINITION OF MARKETING STRATEGY

Marketing strategy is a plan made by companies to achieve their marketing goals. The marketing strategy covers various aspects, such
as market segmentation, pricing, branding, promotion and product distribution. The goal is to attract and retain consumers, increase
sales, and expand the company's market share. With the right marketing strategy, companies can gain greater profits and build a strong
brand image in the eyes of consumers.
◦ MARKETING STRATEGY OBJECTIVES
The purpose of the marketing strategy is to achieve the company's goals or objectives in marketing their products or services. The
following are some of the objectives to be achieved through a marketing strategy:
1. Increase sales: The main objective of the marketing strategy is to increase sales of the company's products or services and achieve
the set sales targets.
2.Increasing brand awareness: The marketing strategy also aims to increase the company's brand awareness and make the brand better
known among consumers.
3. Increase customer satisfaction: The marketing strategy also aims to ensure customer satisfaction with the company's products or
services and retain existing customers.
4.Increase market share: Another objective of the marketing strategy is to expand the company's market share and attract customers
from competitors.
5. Increase profitability: The marketing strategy also aims to increase the company's profitability by maximizing sales and optimizing
marketing costs.
By achieving these goals through the right marketing strategy, companies can gain greater profits and build a strong brand image in the
◦ EXAMPLES OF MARKETING STRATEGIES FROM WELL-KNOWN COMPANY
Here is an example of a marketing strategy from a well-known company:
◦ Example 1: Apple Inc.
Apple uses various marketing strategies to promote its products, such as iPhones, iPads, and Macs. One strategy is smart product
placement, by placing Apple products in different retail stores and making them available in different countries. Apple also
frequently uses emotion-based advertising campaigns to promote its products, such as the "Think Different" and "Shot on iPhone"
campaigns. Apple is also focused on a better customer experience and ensuring that its products are always updated with the latest
technology.
◦ Example 2: Coca-Cola
Coca-Cola used a marketing strategy known as the "Share a Coke" campaign in which people's names were printed on Coca-Cola
bottles and cans. It aims to create an emotional connection with consumers and strengthen the Coca-Cola brand. In addition, Coca-
Cola also frequently uses TV commercials and other advertising campaigns to promote its products, such as the "Taste the
Feeling" advertising campaign. Coca-Cola also uses a flexible pricing strategy, by adjusting product prices to local market
conditions.
◦ Example 3: Nike
Nike uses various marketing strategies to promote its products, such as shoes and sportswear. One of the strategies is to work with
famous athletes and include Nike products in their sports activities and daily life. Nike also uses inspirational and motivating
advertising campaigns, such as the "Just Do It" advertising campaign. Nike also uses social media to promote its products,
developing partnerships with well-known influencers and creating engaging content to attract consumers' attention.
An effective and consistent marketing strategy has helped these companies achieve their marketing goals and build a strong brand
image in the eyes of consumers.
 MARKET SEGMENTATION
◦ DEFINITION OF MARKET SEGMENTATION

Market segmentation is the process of dividing a large and heterogeneous market into smaller
and homogeneous groups based on the same characteristics, needs and consumer behavior. In
this process, consumers with similar characteristics are grouped into different market segments,
and the products or services offered are then directed at these market segments to meet their
specific needs and preferences.
Market segmentation is an important part of marketing strategy, as it allows companies to
better understand their consumers and tailor product or service offerings to their needs and
preferences. By using market segmentation, companies can increase the effectiveness of their
marketing campaigns and gain greater profits by targeting the consumers who ar most suitable
for their product or service.
◦ MARKET SEGMENTATION CRITERIA

The following are some market segmentation criteria that can be used to divide the market into smaller segments:
1. Demographics
2. 2. Geographic
3. Psychographic
◦ MARKET SEGMENTATION CRITERIA
The following are some market segmentation criteria that can be used to divide the market into smaller
segments:
◦ 1. Demographics
◦ 2. Geographic
◦ 3. Psychographic
◦ 4. Behavior
◦ EXAMPLE OF MARKET SEGMENTATION FROM A WELL-KNOWN COMPANY
◦ Starbucks performs market segmentation based on demographic, behavioral and psychographic characteristics.
The following is an example of market segmentation from Starbucks:
◦ 1. Demographics: Starbucks targets consumers aged 18-45 with above average incomes. In addition, Starbucks
also targets consumers who live or work in urban areas.
◦ 2. Attitude: Starbucks targets consumers who care about product quality, seek experience, and are willing to pay
more for premium coffee. In addition, Starbucks also targets consumers who are loyal and tend to visit Starbucks
stores regularly.
◦ 3. Psychographic: Starbucks targets consumers who are socially active and value creativity, a comfortable and
welcoming environment, and diversity.
◦ 4. By carefully segmenting the market, Starbucks can understand and adapt their product and service offerings to
different consumer needs and preferences. This allows Starbucks to build stronger relationships with its customers
and earn greater profits.
 CONSUMER BEHAVIOR
◦ DEFINITION CONSUMER BEHAVIOR
Consumer behavior is the way how individuals consider, buy, and use products or services. This
includes the mental processes that occur when consumers search for information about products
or services, evaluate alternatives, and make purchase decisions. Consumer behavior can also be
influenced by psychological, social, cultural, and personal factors. Effective consumer behavior is
important for companies that wish to understand consumer needs and preferences, as well as
develop effective marketing strategies to reach and meet consumer needs.
◦ FACTORS INFLUENCING CONSUMER BEHAVIOR
The following are the factors that influence consumer behavior:
◦ 1. Personal factors
◦ 2. Social factors
◦ 3. Psychological factors
◦ 4. Situational factors
◦ 5. Marketing factors
◦ CONCLUSION
In marketing, a good marketing strategy must consider market segmentation, consumer behavior,
branding and promotion. Market segmentation can help companies understand their customers
better and identify market segments that have different needs and wants. Consumer behavior is
very important in determining their purchasing decisions, so companies need to understand the
factors that influence it.
Branding is very important in building a strong brand image and differentiating a company's
products or services from its competitors. Promotion is an important tool for increasing brand
awareness, sales, customer loyalty, reaching new markets and building brand reputation
In developing an effective marketing strategy, companies must consider their objectives and the
benefits to be achieved, as well as pay attention to market segmentation criteria and factors that
influence consumer behavior. By considering all these aspects and using the right marketing
strategy, companies can achieve success in the market and win consumer trust and loyalty.