The Marketing Strategies Explained ! ~ Have a great time learning !!

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Contents
Market Scope Strategy
Market Entry Strategy
Product Strategy
Promotion Strategy
Distribution Strategy
Pricing Strategy

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Single Market Strategy
Concentration of efforts in a single segment

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Multi Market Strategy
Serving several distinct markets

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Total Market Strategy
Serving the entire spectrum of the market by selling
differentiated products to different segments in the market.

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First In Strategy
Entering the market before all others
 Risks
 Technological competence
 Stay ahead
 Promotion
 Create primary demand
 Carefully evaluate strengths.

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Early Entry Strategy
Entering the market in quick succession after the leader
 Marketing Strategy
 Ample resources
 Challenge market leader

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Laggard Entry StrategyEntering the market towards the tail end of the growth
phase or during the maturity phase
Imitator
o Market research ability
o Production capability
Initiator
o Market research ability
o Creative marketing strategy

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Product Positioning
Strategy
Placing a brand in that part of the market where it will have a favorable
reception compared with competing brands.
• single brand - stand competition from the toughest rival and maintaining its
unique position by creating the aura of a distinctive product.
• multiple brands - multiple brands do not compete with nor cannibalize each
other.

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Product Re-positioning Strategy
Reviewing the current positioning of the product and its marketing mix and
seeking a new position for it that seems more appropriate.
existing customers - promotion of more varied uses of the product .
new users - product presented with a different twist,
current ones are not alienated.
new uses of the product - latent uses of the product should be sought after.

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Product Scope Strategy
The product-scope strategy deals with the perspectives of the product
mix of a company
• Single product: company must stay up-
to-date on the product and even
become the technology leader to avoid
obsolescence
• Multiple products: products must
complement one another in a portfolio
of products.
• System of products: company must
have a close understanding of
customer needs and uses of the
products.

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Product Design Strategy
The product-design strategy deals with the degree of standardization of a
product.
• Standard product : To increase
economies of scale of the
company
• Customized product : to compete
against mass producers of
standardized products through
product-design flexibility
• Standard product with
modifications : to combine the
benefits of the two previous
strategies.

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New Product StrategyA set of operations that introduce
• within the business, a product new to its previous line of products
• on the market, a product that provides a new type of satisfaction
Three alternatives emerge from the above:
• product improvement/modification
• product imitation, and
• product innovation.
Requires - new product development system
Five components of this system
•corporate aspirations
• organizational openness to creativity
• environmental favor toward creativity
• screening method for new ideas
• evaluation process.

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Promotion Mix Strategy
 Product factors
 Market factors
 Customers factors
 Budget factors
 Marketing mix factors
Determination of a judicious mix of different types of promotion.

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Media Selection Strategy
Choosing the channels (newspapers, magazines, television, radio, outdoor
advertising, transit advertising, and direct mail) through which messages
concerning a product/service are transmitted to the targets.
• Media-selection objectives to
product/market objectives
• Unique way
• Measure-minded -- evaluating
the quality of the audience
• Base media selection on factual
not artificial grounds
• Optimistic - take advantage of
the lessons learned from
experience
• Seek information on customer
profiles and audience
characteristics

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Advertising Copy strategy
Designing the content of an advertisement
To transmit a particular product/service message to a particular target
• Eliminate "noise" for a
clear transmission of
message
• Consider importance of :
source credibility, balance
of argument, message
repetition, rational versus
emotional appeals, humor
appeals, presentation of
model's eyes in pictorial
ads, comparison
advertising

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Distribution Scope Strategy
Establishing the scope of distribution that is, the target customers.
• exclusive distribution
• intensive distribution
• selective distribution
Assess – customer’s buying habits gross
margin/ turnover rate capability of
dealer to provide service, capability of
dealer to carry full product line product
styling.

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Multiple Channel Strategy
Employing two or more different channels for distribution of goods and services
Complementary channels prompted by
• geographic considerations
• volume of business,
• need to distribute non-competing items
• saturation of traditional distribution
channels.
Competitive channels - response to
environmental changes.

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For New Products
Skimming pricing Strategy
Setting a relatively high price during the
initial stage of a product's life.
Penetration Pricing Strategy
Setting a relatively low price during the
initial stages of a product's life

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For Established Products
• Maintaining the Price
• Reducing the Price
• Increasing the Price

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Price Flexibility Strategy
• One Price Strategy
Charging the same price to all customers under
similar conditions and for the same quantities.
• Flexible Pricing Strategy
Charging different prices to different customers
for the same product and quantity.

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Price Leadership Strategy
This strategy is used by the leading firm in an industry in making major pricing
moves, which are followed by other firms in the industry
To gain control of pricing decisions within an
industry in order to support the leading firm's own
marketing strategy
(i.e., create barriers to entry, increase profit margin,
etc.).
Requires An oligopolistic situation

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