Introduction: Marketing (MARKETING STRATEGY) presented by Audrey Kabla, Founder of Epykomène Agency, Writer of Marque & Luxe (Editions KAWA) & Expert of Luxury & Premium Brands Strategy.

1. Audrey Kabla – Epykomène – akabla@epykomene.com 1
INTRODUCTION : MARKETING

2. What Is Marketing?
Marketing consists of :
Any actions which aim to analyse (marketing trends), create products/services,
promote/stimulate/renew the customers desires & sell one’s product/service.
These actions can be different from one field to another.
Audrey Kabla – Epykomène – akabla@epykomene.com 2

3. In Luxury :
There are no consumers, only clients. In the US, customers is okay…
There are no needs, one desires, wishes, expectations, dreams.
We call companies in the Luxury field, Luxury houses.
What Is Marketing?
Audrey Kabla – Epykomène – akabla@epykomene.com 3

4. Marketing helps :
Materializing the company strategy by studiyng, promoting, selling, communicating
and adjusting the company product or service.
What Is Marketing?
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5. Marketing is:
Action-oriented
State of mind
Iterative process
What Is Marketing?
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6. Audrey Kabla – Epykomène – akabla@epykomene.com 6
Etymology of “Strategy”:
“Strategy” comes from ancient Greek :
“Stratos” = “army”
“Agein” = ”lead”
Then it became “strategia” in italian.
What Is Marketing Strategy?

7. Audrey Kabla – Epykomène – akabla@epykomene.com 7
Etymology of “Strategy”:
“Strategy” is still linked today to the ability to lead and coordinate actions to
achieve a defined objective. Its notion is highly positive.
What Is Marketing Strategy?

8. Audrey Kabla – Epykomène – akabla@epykomene.com 8
A marketing strategy is a proactive approach to marketing that lets business
owners decide what marketing tactics they want to pursue.
What Is Marketing Strategy?

9. Audrey Kabla – Epykomène – akabla@epykomene.com 9
Marketing strategy is defined as a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of increasing
sales and achieving a sustainable competitive advantage.
What Is Marketing Strategy?

10. Audrey Kabla – Epykomène – akabla@epykomene.com 10
Marketing strategy is a plan that will help determine company marketing goals
and help to achieve them.
This plan will also improve efforts to allocate resources to fit a marketing budget by
helping the business sell, design and reach potential customers.
What Is Marketing Strategy?

11. Audrey Kabla – Epykomène – akabla@epykomene.com 11
Marketing strategy includes all basic and long-term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company
and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
What Is Marketing Strategy?

12. Audrey Kabla – Epykomène – akabla@epykomene.com 12
In a few words, the main role of marketing strategy is:
• Planning how to ensure product development, brand image and promotion in
order to support sales growth and company sustainability.
• Client-oriented and highly positioned, Marketing strategy should be aligned with
the company strategy and is often very similar to it.
What Is Marketing Strategy?

13. Audrey Kabla – Epykomène – akabla@epykomene.com 13
Strategic marketing actions can be divided in 3 successive phases :
• Analysis (internal, external, market survey)
• Strategic marketing pillars
• Marketing-mix
Please note these 3 phases are seen as successive but they are more parallel in the
practical world.
Changes… going backward.. Working on several phases at the same time happen
all the time.
What Is Marketing Strategy?

14. Different types of strategies
Who are we on the market?
• Leader?
• Challenger?
• Follower?
• Nicher?
Marketing Strategies
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15. Different types of strategies
Growth model
• Growth
• Stability
• Giving up
• Focusing
Marketing Strategies
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16. Different types of strategies
Porter development strategies
• HORIZONTAL Diversification
• VERTICAL Diversification
• Intensification
Marketing Strategies
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17. Different types of strategies
Other strategies
• Technical strategy
• Relationship strategy
• Creating a Niche Market
Marketing Strategies
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18. ØStrategic planning process
Strategic planning is an organization's process of defining its strategy & direction
(vision), and making decisions on allocating its resources to pursue this strategy.
What Is Strategic Planning?
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19. Segmentation
Segmentation is the action of dividing a population (clients, prospects) but also
products or services for example into consistent groups according different
criteria.
Segmentation criteria are chosen to obtain consistent segments of population in
efficient yet operational proportions.
Marketing Pillars
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20. Segmentation
A segment is operational when it is possible to target it very specifically.
Segmentation helps know more about the clientele and build targeted marketing
actions & very important offer a customized product to each segment of clientele.
Marketing Pillars
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21. Positioning
Positioning is a choice of attributes offering to products/ services/ brands a
valuable, unique and attractive position on the market and in their client minds.
Marketing Pillars
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22. Carte perceptuelle / Mapping
A mapping is a 2 dimensions graphic representation which helps visualising
different brand/offer positioning base on 2 criteria (ex : price, perceived value etc.)
Marketing Pillars
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Source : https://fredericgonzalo.com/2016/09/28/5-actions-pour-une-reflexion-strategique-sur-vos-produits/

23. Uniqueness
USP – Competitive advantage
By creating a unique selling strategy that is demonstrably different, it will make the
business stand out from the crowd and give you the core for any marketing plan.
Marketing Pillars
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24. What is a positioning?
The Pyramid Of
Luxury Positioning
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25. Brand positioning in Luxury
The Pyramid Of
Luxury Positioning
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Prestige/ Iconic
Intermediate
Entry level
Premium
Middle range & Mass market
Upscale
LUXE

26. What is a positioning?
The Pyramid Of
Luxury Positioning
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