Mktg strat lec-intro&stpd-ahb

Marketing Strategy-
Strategy-
Introduction
Abhishek Bhide
B.E. (Cons); PGP (Indian School of Business)

1
Abhishek Bhide- Mktg Strategy- MET-eMBA

Agenda
Introduction
Topics to be covered in this Course; Format
What is marketing ? What is strategy?
Why is it relevant?
How does it connect to Execution?

2 Abhishek Bhide- Mktg Strategy- MET-eMBA

INTRODUCTION

Abhishek Bhide- Mktg Strategy- MET-eMBA 3

Rules & Marks
Respect for each other
Only One person talks at a time
No personal remarks even if you disagree
Debates over concepts and examples are welcome just
lets not degrade them into arguments

MARKS:
◦ 50 marks written paper at term end
◦ 50 marks divided over 3 presentation to be done by each group


What is Marketing?
Philip Kotler:
“The process by which companies create value for customers
and build strong customer relationships in order to capture
value from customers in return.”

The Chartered Institute of Marketing (CIM):
Marketing is the management process for identifying,
anticipating and satisfying customer requirements profitably.

Sergio Zyman, ex-CMO, Coca Cola:
“The sole purpose of marketing is to sell more to more people,
more often and at higher prices. There is no other reason to do
it.”


Strategy?
Oxford Dictionary:
“A plan of action designed to achieve a long-term or overall aim”

Peter Drucker:
"Strategic planning is the continuous process of making present
entrepreneurial (risk-taking) decisions systematically and with
the greatest knowledge of their futurity; organizing systematically
the efforts needed to carry out these decisions; and measuring
the results of these decisions against the expectations through
organized, systematic feedback."


What does ‘Marketing Strategy’ mean?
A strategy that integrates an organization's marketing goals into a
cohesive whole. Ideally drawn from market research, it focuses on
the ideal product mix to achieve maximum profit potential.The
marketing strategy is set out in a marketing plan.

Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.


Examples:
Mission statements based on Marketing Strategies:
Coca Cola:
Wants to capture share of the stomach rather than
share of the beverage market
Xerox:
Wants to help office productivity rather than help
copying documents
Columbia Tristar:
Wants to entertain people rather than make movies


Coca Cola
http://en.wikipedia.org/wiki/List_of_Coca-Cola_brands


Xerox
Current products

Xerox today manufactures and sells a wide variety of office and production equipment including LCD
Monitors, photo copiers, Xerox Phaser printers, multifunction printers, large-volume digital printers
as well as workflow software under the brand strategy of FreeFlow. The impact of Xerox FreeFlow
products on the graphic arts market and the print industry in general has grown exponentially since
May 2006, largely as a result of the Xerox presence at IPEX 2006. Xerox also sells scanners and
digital presses. On 29 May 2008, Xerox launched the Xerox iGen4 Press.
Xerox sells both color and black and white printers under the Xerox Phaser and ColorQube brand,
with the color consumer model starting at US$299; the most expensive color model costs US$6,799.
Xerox also produces fax machines, professional printers, black and white copiers, and several other
products.
In addition, Xerox produces many printing and office supplies such as paper in many forms,
and solid ink that takes advantage of 2400 FinePoint technology; and markets software such
as Xerox DocuShare, Xerox MarketPort and FlowPort, offers consulting services, ECMDigital
Repository Services and printing outsourcing.

A D-I-Y approach to strategy:
D-
A simple way of creating a marketing strategy on a
website:

Describe your company's unique selling proposition
(USP).
Define your target market.
Write down the benefits of your products or services.
Describe how you will position your products or
services.
Define your marketing methods. Will you advertise, use
Internet marketing, direct marketing, or public relations?

Source: http://marketing.about.com/cs/advertising/ht/5steps2strategy.htm


The Systematic Approach
A marketing strategy is a part of a Marketing Plan which consists of:

Executive summary & Table of contents
Brief summary an contents of the plan
Situation analysis
Internal & external factors used to carry out a SWOT analysis
Marketing strategy
Financial projections
Details of expenses required and revenues expected in detail
Implementation controls
Milestones and implementation details as well as corrective measures that can
be taken if required


Marketing Strategy:
Mission Statement
Marketing Objectives
Financial Objectives
Target Markets
Positioning
Strategy description
Marketing Mix
Marketing Research


Porter’s Generic Strategies

Overall Cost Leadership

Differentiation

Focus


Creating a Marketing Strategy

HOW DO WE START?


DEVELOPMENT OF MARKETING STRATEGY
This is where we can start:


Relevance of Marketing Strategy?
Do we always need Marketing Strategy?

Does SAIL or Coal India Ltd need it?
◦ In Monopolistic/ Oligopolistic Markets

Does a civil contractor or a rickshaw meter supplier need it?
◦ In Markets where prices are controlled

Does TATA salt or Balrampur Chini need it?
◦ In commoditized product markets


STRATEGIES THAT WE
WILL DISCUSS


Marketing Execution
What happens at the ground level?

◦ Lack of communication
◦ Unviable tactics or strategies
◦ Lack of training for implementing new strategies
◦ Insufficient time to change


References:
1. http://www.businessdictionary.com/definition/marketing-
strategy.html#ixzz232TG4yLC
2. www.wikipedia.com
3. Aboutmarketing.com
4. Kotler & Keller Marketing Management e13


Segmentation, Targeting,
Positioning & Differentiation
Abhishek Bhide;
B.E. (Cons), PGP (ISB)


Columbia Tri-Star
Tri-
Acquired stake in New World Entertainment
Formed Columbia TriStar HomeVideo for video
cassettes and became #1 in two years
Columbia Tristar International formed to dub serials for
German markets

What more can it do?


WHAT? CAN YOU EXPLAIN?

Philip Kotler:

Even the most well-defined segments are partly
fiction


Segmentation
What is Segmentation?
Market segmentation is a marketing strategy that
involves dividing a broad target market into subsets of
consumers who have common needs and applications
for the relevant goods and services

“The overall intent of Market Segmentation is to identify groups of
similar customers and potential customers;
to prioritize the groups to address;
to understand their behavior
to respond with appropriate marketing strategies that satisfy the
different preferences of each chosen segment.”


Market Preferences

8-25

Why Segment?
Better matching of customer needs
Customer needs differ. Creating separate offers for each segment
makes sense and provides customers with a better solution
Enhanced profits for business
Customers have different disposable income. They are, therefore,
different in how sensitive they are to price. By segmenting markets,
businesses can raise average prices and subsequently enhance
profits
Better opportunities for growth
Market segmentation can build sales. For example, customers can
be encouraged to "trade-up" after being introduced to a particular
product with an introductory, lower-priced product


Why Segment?
Retain more customers
Customer circumstances change, for example they grow older, form
families, change jobs or get promoted, change their buying patterns.
By marketing products that appeal to customers at different stages
of their life ("life-cycle"), a business can retain customers who might
otherwise switch to competing products and brands

Target marketing communications
Businesses need to deliver their marketing message to a relevant
customer audience. If the target market is too broad, there is a
strong risk that
(1) the key customers are missed and
(2) the cost of communicating to customers becomes too high /
unprofitable. By segmenting markets, the target customer can
be reached more often and at lower cost


Why Segment?
Gain share of the market segment
Unless a business has a strong or leading share of a market, it is
unlikely to be maximising its profitability. Minor brands suffer from
lack of scale economies in production and marketing, pressures
from distributors and limited space on the shelves. Through careful
segmentation and targeting, businesses can often achieve
competitive production and marketing costs and become the
preferred choice of customers and distributors. In other words,
segmentation offers the opportunity for smaller firms to compete
with bigger ones.


Requirements of Segments

Measurable

Substantial

Accessible

Differentiable

Actionable


Ways of Segmentation?
Geographic segmentation
The market is segmented according to geographic criteria—nations,
states, regions, countries, cities, neighborhoods, or zip codes. Geo-
cluster approach combines demographic data with geographic data
to create a more accurate profile.
With respect to region, in rainy regions you can sell things like
raincoats, umbrellas and gumboots. In hot regions you can sell
summer wear. In cold regions you can sell warm clothes.

Demographic Segmentation
Demographic segmentation consists of dividing the market into
groups based on variables such as age, gender, family size, income,
occupation, education, religion, race and nationality. As one might
expect, demographic segmentation variables are amongst the most
popular bases for segmenting customer groups. This is partly
because customer wants are closely linked to variables such as
income and age. Also, for practical reasons, there is often much
more data available to help with the demographic segmentation
process.


Ways of Segmentation
Psychographic Segmentation
Psychographics is the science of using psychology and
demographics to better understand consumers. Psychographic
segmentation: consumer are divided according to their lifestyle,
personality, values. Aliens within the same demographic group can
exhibit very different psychographic profiles.
Behavioral Segmentation
In Behavioural segmentation buyers are divided into groups on the
basis of their knowledge of, attitude towards, use of, or response to
a product. The variables of behavioral segmentation are:
1. Occasions
2. Benefits
3. User Status
4. Usage Rate
5. Buyer-Readiness Stage
6. Loyalty Status
7. Attitude

Behavioral Segmentation Breakdown


Maruti Suzuki- Segmentation?
Suzuki-
Alto

Swift Dzire

Kizashi


Segmentation of Older people
A more complex problem- Why?
Can attracting older people damage the brand image?
How?
Are they more loyal?
Can it afford to ignore them?


Segmenting across international
boundaries
What is the need?
What would be the challenges?
What would change in the 4 P’s?:
◦ Price
◦ Packaging
◦ Promotion
◦ Place
Examples you know or use?


References:
Marketing Management – Kotler & Keller
Wikipedia
Tutor2u.net
ISB Study materials


Demographic Segmentation-WHY?
Segmentation-

Demographic Segmentation:

◦ Reasonably co related to behaviours
◦ Easy to obtain data and population sizes for each
◦ Easy to complement with products already using
demographic segmentation


Why is it Important?
Increased life expectancy
Requirements for completely new product & their
development
A very affluent segment of the population with varying
amounts of disposable income
Large proportion of population in some countries
Possible untapped opportunity in a crowded market


Why is it Tougher?
Less Tribal and more individualistic
More and varied experiences leading to very different
preferences & behaviours
Marketers are most often below 50 years- so difficulty
in relating
Very varied amount of disposable incomes
Significant proportion want to ‘experience’ new
products, lifestyles & brands
Most importantly- they do NOT want to feel old


Tips for Marketing to the Older Market
1. Many older people seek experiences, and do not want to be just spectators.
They want to do, not just see.
2. When they want an experience, they want a top notch experience. And, more
than most, they will pay for it.
3 Appeal to their core values and motivations. Don’t underestimate those, or
stereotype them because of their age.
4. Don’t forget sensory experiences, and the importance of entertainment or fun.
It should not be too hard work
5. They like products and services that save time.
6. They also like value for money. They do research before they buy.
7. Marketing should be honest and authentic; avoid hyperbole.
8. Word of mouth referrals are important. Old fashioned social networking
9. They want a rational as well as an emotional benefit
10. Don’t use chronological age to predict who they are and what they’ll do. Don’t
assume they are all the same, don’t stereotype

Source: http://www.wisebranding.co.uk/blog/tag/marketing-to-the-over-50s/


Additional Readings
http://www.wisebranding.co.uk/blog/tag/marketing-to-
the-over-50s/
http://www.emarketing.net.cn/upload/file/2008/05/08/00
1210177863586.pdf


Details & Examples

SWOT


Why SWOT?
It gives structure to the data collected from:
◦ Market research
◦ Customer feedback
◦ External sources
It helps to highlight key problem areas, strengths
opportunities & issues across the organization
It is easy enough in its structure to be understood at
multiple levels- hence can be carried out at product,
SBU & company level


Skoda UK Case
Background:
◦ Started as an Arms manufacturer in
1859 in Czechoslovakia
◦ Acquired Laurin-Klement in 1924- beginning of Skoda
Auto
◦ Was well-regarded right upto 1970s despite having
outdated technologies and communist policies
◦ Its reputation then started to decline upto a point where
it was called the ‘laughing stock of the automotive world’
◦ Volkswagen acquired a stake in 1991 and worked on
improving its image
◦ Became completely owned by VW
in 2000


What was done?
An independent research was carried out by a known
market research agency
Surveys & polls such as ‘Top Gear’, J.D. Power were also
analysed
Company personnel at all levels were consulted about
customers’ opinions


SWOT
INTERNAL
Strengths Weaknesses
•100 + year old history / experience •Only has 1.7% of the market share in
of car manufacturing UK market
•Established brands such as Superb, •East European origin of the brand
Rapid, Octavia leading to misconceptions about
•Focus on human experience rather quality, image and technology
than cars-strategy to build cars that •Image still ‘neutral & weak’ according
owners enjoy driving to brand health check
•Image improvement due to efforts &
association with Volkswagen AG
•Rated #1 car maker by Top Gear
•Octavia rated best car by Auto
Express
•98% of drivers would recommend
the car to friends- So very high
satisfaction levels among customers


SWOT
EXTERNAL
Opportunities Threats
•No of Competitors focusing on •50 car makers having 200 models &
product only- 2000 derivatives (variants)
•BMW- Ultimate Driving Machine •Cheaper cars & car makers coming
•Audi- Vorsprung durch Technik into the market
•Gaps in product lines of competitors •EU legal & environmental
•Likability of Skoda cars higher than constraints- lower emissions, tougher
Ford, Renault safety regulations etc.
•New segments being created due to
changing lifestyles


What did they do?

They focused on ‘happiness’
Expanded variants to fill gaps
Leveraged Volkswagen’s economies of scale by
using common platforms
for cars across the group- A1 platform is used
across 20+ cars

INTERNATIONAL
SEGMENTATION


Segmenting across international
boundaries
What is the need?
What would be the challenges?
What would change in the 4 P’s?:
◦ Price
◦ Packaging
◦ Promotion
◦ Place
Examples you know or use?


What does it mean?
International Segmentation:
The process of identifying countries and/or consumers
that are similar with regard to key traits, such as product-
related needs and wants (across countries), that would
respond well to a (similar) product and related marketing
mix.

Who all would have use for it?


SEQUENTIAL
SEGMENTATION


Sequential Segmentation
The division of a heterogeneous market into relatively
homogeneous groups on one basis (for example,
geographically), followed by further segmentation on some
other basis (for example, end-user type)
Reasons for sequential segmentation:
◦ New product introduction
◦ Limited resources
◦ Secondary markets
◦ Test marketing
◦ Niche products


Example: Aluminium Manufacturer
Which Market? Automobile/ Residential/ Beverage

◦ Residential: Semi-finished material,/ building components/ Aluminium mobile
homes

Building Components: Large/ Medium/ Individual Customers

Large Customers-Orientation? Price/ Service/ Quality

Quality

Service Oriented Customers of Aluminum Building
Components in the Residential Market


How would you segment? What are the challenges?

UNITED AIRLINES
CASELET


Question-
Question- United Airlines
Introduction:

Today we live in a global community as global citizens where we have become increasingly conscious about
sharing the planet with people from other cultures and backgrounds. In this global community where so
many technologies are shared, distances and time barriers have shrunk. Not only can we use information
technologies to e-mail, phone or fax friends, family and colleagues in other parts of the world, we can also
use reliable and regular travel links to visit them, covering vast distances in a matter of hours.
Whereas in the past travelling by air was, for many people, an experience more often than not associated
with an annual family holiday, today air travel has become a way of life both for business and leisure. One
frequently quoted estimate is that demand for air travel will double in the next 20 years. As a result more
and more people do not just need regular air travel, but also the type of travel that meets their particular
needs best. For example, unlike the manufacture of tangible goods such as shampoo or bread that have clear
uses, providing travel opportunities is more sophisticated as it involves providing customer service to match
the expectations of travel users.

About United Airlines:

United Airlines was formed in 1927 from four airlines - Boeing Airplane Company, National Air Transport,
Varney and Pacific Air Transport. From its roots as a USA domestic carrier, United Airlines expanded into
international routes to become the world's second largest air carrier. With hubs in Chicago, Denver, Los
Angeles, San Francisco, Washington D.C. and key international gateways in Tokyo, London, Frankfurt, Miami
and Toronto, United flies to 117 destinations in 26 countries. These schedules are obviously subject to
change. United employs more than 80,000 people worldwide and carries more than 210,000 passengers
every day. Its customers have access to more than 729 destinations around the world through Star Alliance,
the leading global airline network.

Question:

Customers in this industry look for various things such as convenient routes, correct timings, better service and
connectivity. How can United Airlines segment its market so as to better position its services and reach out to the right
customers with its marketing communications?


Need for Segmenting?
Given its global reach & size United Airlines Customers
want very different things
United Airlines can identify market opportunities and
meet its marketing objectives.
Segmentation gives an airline a better understanding of
its customers, the services they require, where and
when they want those services and how they would
prefer to pay for them.


Advantages of Segmentation
United Airlines segments its market so that it can:
◦ identify consumer needs and the proportion of customers who
have those needs
◦ develop products and prices to meet these needs
◦ target communications at customers within each segment
◦ allocate funds to support and develop each market opportunity.
Market segmentation therefore enables United Airlines to
maximise the efficiency of its marketing efforts by moving the
company to use a different strategy for each market segment.


How was it Done?
United Airlines uses a form of psychographic
segmentation to divide up the market for its services. This
involves identifying the social class, lifestyles, opinions,
interests, behaviour and attitudes of customers.
Modern communication systems play a major part in this
information-gathering exercise. With the help of
questionnaires, United Airlines classifies its customers by
their motivations.
For United Airlines, successful segmentation enables targeting
to take place. Targeting provides the focus for the activities of
the business.
It enables promotions and services to be aimed only at those
who are most likely to respond positively to them.
Passengers are communicated with through email which is
becoming a focus for closely-targeted marketing.


Focus of Segmentation
The United Airlines business model can be compared to
the classic 80:20 rule in Pareto's Analysis.
Based on experience of the airline industry, the model
assumes that, for airlines offering a high level of service,
80%of profit comes from 20% of customers.
The profit-generating customers are the ones who are
prepared to pay a premium price for a premium service.
They are the ones that the airline most needs to
attract.
This is what the segmentation needs to identify and
target


The Psychographic Segments
1. Global executives
2. Schedule optimizers:
3. Corporate troopers:
4. Mile accumulators:
5. Reluctant travellers:
6. Tour takers:
7. Quality vacationers:
8. Travel seekers:
9. Frugal flyers:


References:
Marketing Management – Kotler & Keller
Wikipedia
Tutor2u.net
ISB Study materials
http://www.citeman.com/1417-sequential-segmentation.html


Lecture 4
BUSINESS TO BUSINESS
SEGMENTATION


What is Different?
1. B2B markets have a more complex decision-
making unit
2. B2B buyers are more ‘rational’
3. B2B products are often more complex
4. B2B target audiences are smaller than
consumer target audiences


What is Different?
5. Personal relationships are more important in B2B
markets
6. B2B buyers are longer-term buyers
7. B2B markets drive innovation less than consumer
markets
8. B2B markets have fewer behavioural and needs-based
segments


Examples of Segments in B2B
A price-focused segment,
which has a transactional outlook to doing business and does
not seek any ‘extras’. Companies in this segment are often
small, working to low margins and regard the product/service
in question as of low strategic importance to their business.
A quality and brand-focused segment,
which wants the best possible product and is prepared to pay
for it. Companies in this segment often work to high margins,
are medium-sized or large, and regard the product/service as
of high strategic importance.

Contd… Abhishek Bhide- Mktg Strategy- MET-eMBA

Examples of Segments in B2B
A service-focused segment,
which has high requirements in terms of product quality and
range, but also in terms of after sales, delivery, etc. These
companies tend to work in time-critical industries and can
be small, medium or large. They are usually purchasing
relatively high volumes.
A partnership-focused segment,
usually consisting of key accounts, which seeks trust and
reliability and regards the supplier as a strategic partner. Such
companies tend to be large, operate on relatively high
margins, and regard the product or service in question as
strategically important.


Types of Segmentation in B2B

http://www.b2binternational.com/publications/white-papers/b2b-segmentation-research/


Advantages of this Segmentation
United Airlines segments its market so that it can:
◦ identify consumer needs and the proportion of customers who
have those needs
◦ develop products and prices to meet these needs
◦ target communications at customers within each segment
◦ allocate funds to support and develop each market opportunity.
Market segmentation therefore enables United Airlines to
maximise the efficiency of its marketing efforts by moving the
company to use a different strategy for each market segment.


Problems in Execution?
Resources
Suitable segmentation basis
Periodicity of Segmentation
Suitable dissemination of Study
Communicating to the Sales team


TARGETING


The Big Picture
Segmentation

Product
Targeting

Price

Positioning

Place

Promotion


Targeting & Target Segments
The selection of potential customers segments to
whom a business wishes to sell products or services.

A target market/ segment is a group of customers
that the business has decided to aim
its marketing efforts and ultimately
its merchandise towards.[


Which Segments to Target? How?
Points for effective segments
How do they help us decide
Measurable targeting?
Substantial
Accessible
Differentiable
Actionable


Targeting the right segments
Substantial- Target the biggest or smallest first?
Accessible- Most accessible & least costly to address
Differentiable- If the segment is easy to differentiate-
means it will be easier to address


Single Segment & Selective Targeting


Specialization


Example:
Three Companies/ Products which are Transportation
softwares
Products are comparable and priced competitively
Markets are segmented by:
◦ Sector
◦ Size of Computer systems


Sequential Targeting


POSITIONING &
DIFFERENTIATION


Positioning
Positioning is defined as the act of designing the
company’s offering and image to occupy a distinctive
place in the target market’s mind
◦ Re-positioning involves changing the identity of a product,
relative to the identity of competing products, in the collective
minds of the target market.
◦ De-positioning involves attempting to change the identity of
competing products, relative to the identity of your own
product, in the collective minds of the target market.

Thus positioning will impact:
◦ Product features
◦ Packaging
◦ Distribution
◦ Availability
◦ Pricing & discounting
◦ Communications

What is Positioning?
1. Positioning is a final step in the Segmentation Targeting and Positioning
step
2. Positioning requires a holistic approach and is one of the most useful
tools for marketers.
3. Positioning is almost completely about perception. How the customer
perceives your product or brand is what positioning is all about. Thus
the best mass marketers like to use marketing tactics which touch the
whole market
4. Perceptual mapping is generally used to determine the Positioning of a
product in the target market.
5. Positioning can make or break a brand. A rightly perceived product /
company gets lots of returns from the market as compared to a wrongly
perceived company. Example – Airtel vs Reliance telecom
6. Communication is of ultimate importance in positioning. The right
communication can go a long way in determining the perception of a
product / brand.
7. Finally, Attributes – tangible or intangible (in case of services) are
necessary to be involved in the product which increase the positioning
of the product in the customers mind.

What is Positioning?
5. Positioning can make or break a brand. A rightly
perceived product / company gets lots of returns from
the market as compared to a wrongly perceived
company.
6. Communication is of ultimate importance in
positioning. The right communication can go a long
way in determining the perception of a product /
brand.
7. Finally, Attributes – tangible or intangible (in case of
services) are necessary to be involved in the product
which increase the positioning of the product in the
customers mind.


Note on Perceptual Mapping
Perceptual Mapping is a diagrammatic technique
used by asset marketers that attempts to visually
display the perceptions of customers or potential
customers. Typically the position of
a product, product line, brand, or company is
displayed relative to their competition.
The map can also have indicators of customer
preferences
The position can also be displayed as a circle or
shape which is relative to its size in the market


Perceptual Map & Oldsmobile


Positioning Strategies
Positioning Strategies can be based on:
1. Product characteristics or benefits
2. Competitive Pricing
3. Time or occasion of use
4. Usage Frequency
5. New Class or category
6. Competitive Positioning


Product characteristics or benefits
This strategy basically focuses upon the characteristics
of the product or customer benefits.
A product may also be positioned along two or more
product characteristics at the same time.

Examples?


Product characteristics or benefits


Competitive Pricing
Products offered at the best price in the market
OR with some additional benefits or services at the
same price
The focus remains the pricing of the product

Examples?


Competitive Pricing


Time or occasion of use
The time or occasion when you are most likely to
consume this product is communicated
Also used to expand the occasions when the product is
CURRENTLY being used

Example?


Time or occasion of use


Usage Frequency
Strategy to focus on usage amount, frequency and time
and increase it through positioning

Examples?


Usage Frequency


New Class or category
Strategy to position your product as a completely new
category or type in established markets thereby
changing the dynamics of the market possibly attracting
market share from across segments

Examples?


New Class or category


Competitive Positioning
Where most or all of the attributes of the product are
positioned in relation to one or more major products/
brands in the market
The features highlighted are meant to provide a
competitive advantage

Examples?


Competitive Positioning


References
http://www.marketing91.com/positioning-strategies/
www.wikepedia.org


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