Developing a Market Strategy

Costly and Important 50% or more of the selling price

Carefully planned

Meet customer needs

Make a profit

Market Planning

Meeting the customers needs better than the competitors.

A companies plan that identifies how it will use

marketing to achieve its goal is called market strategy.

Developing a Market Strategy

• Step 1: Identify the target market

• Step 2: Develop a Marketing Mix

Target Market

•Aim to Broad ▫Too many unhappy people▫Customers don’t like product▫Waste money

•Specific aim▫Much easier to please customers

Activity

snowmobile

Flashlight - cranks

Tool Set

Honda Odyssey

Laptop Computer

New Jordan Shoes

Panda Car (for kids)

Marketing Mix

• Blending of 4 elements– Product– Place– Price– Promotion

Product• Brand Name• Functionality• Styling• Quality• Safety• Packaging• Repairs and Support• Warranty• Accessories and Services

Place• Distribution Channels• Market Coverage• Specific Channel members• Inventory Management• Warehousing• Distribution Centers• Order Processing• Transportation• Reverse Logic

Price

• Pricing Strategy• Suggested Retail Price• Volume discounts and wholesale pricing• Cash and early payment discounts• Seasonal pricing• Bundling• Price flexibility• Price discrimination

Promotion• Promotional strategy• Advertising• Personal selling & sales

force• Sales promotions• Public relations and

publicity• Marketing

communications budget

• Assume they know what the customer wants.

• Making a product – then trying to sell it to customers.

• Fail to think of possible drawbacks.

Where do Companies go wrong

Web TV

• WebTV (now MSN TV) offered consumers Internet connection via their television sets in the mid-1990s. A Cable World article by Andrea Figler describes it this way: The service grew quickly at first, attracting mainstream users that typically shied away from technology. But to WebTV's dismay, they became the dreaded consumer: a customer who failed to produce new revenue streams but insisted on creating expensive customer service problems. So Microsoft which bought WebTV in 1997, scrapped the brand. It never passed the one-million-subscriber mark.

Touch of Yogurt Shampoo

The Brand Failures blog says: The shampoo failed to attract consumers (in 1979) largely because nobody liked the idea of washing their hair with yogurt. Of those who did buy it, there were even some cases of people mistakenly eating it, and getting very ill as a result. The "Touch of Yogurt" concept is made even more remarkable because three years earlier Clairol introduced a similar shampoo called the "Look of Buttermilk." This product instantly bombed in test markets where consumers were left asking: what exactly is the "look of buttermilk" and why should I want it?

Colgate Kitchen EntreesThe Brand Failures blog explains: In what

must be one of the most bizarre brand extensions ever Colgate decided to use its name on a range of food products called Colgate's Kitchen Entrees. Needless to say, the products did not take off and never left U.S. soil. The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste. The trouble was that for most people the name Colgate does not exactly get their taste buds tingling.

Kellogg's Breakfast MatesThe idea behind Kellogg's Breakfast Mates was fairly

simple -- pack a box of cereal with milk and a spoon, and you have a tasty meal on the go! Hey, it worked for Lunchables, right? Unfortunately, Kellogg's failed to take two things into account. First of all, though the milk included in the Cereal Mate did not require refrigeration, no one likes the idea of warm milk. And second, the ads showed parents sleeping while children helped themselves to Cereal Mates -- but the packaging was not child-friendly. The confusion associated with Breakfast Mates led to its ultimate failure.

How to develop a successful marketing strategy

Consider needs of consumers.

Don’t assume – research!

Activity

• A Cruise Vacation -

• Create a marketing mix (the 4 P’s) for one of the above Cruise vacations.