MARKETING STRATEGIES

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler

Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

Company orientation towards the Marketplace

Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing Concept

Consumers prefer products that are widely available and inexpensive

Consumers favor products that offer the most quality,

performance, or innovative features

Consumers will buy products only if

the company aggressivelypromotes/sells these products

Focuses on needs/ wants of target

markets & delivering value better than competitors

• Need to Focus on Marketing Concept

• Focuses on wants of target markets & delivering value better than competitors.

• Focusing on customer needs before developing the project.• Aligning all functions of the company to focus on needs.• Realizing a profit by successfully satisfying needs over the long-term.• The marketing concept relies upon marketing research to define

market segments, their size, and their needs.

Marketing Concept

Evolving Views of Marketing’s Role

a. Marketing as anequal function

FinanceProduction

Marketing Humanresources

b. Marketing as a moreimportant function

Finance

Humanresources

Marketing

Production

Evolving Views of Marketing’s Role

e. The customer as the controllingfunction and marketing as the

integrative function

Customer

Marketing

Production

Hum

an

resources Finance

► This is a document that puts together the process that the organisation will undergo in order to achieve its marketing objectives

► It spells out the following activities that marketing managers need to do: Set marketing objectives Evaluate opportunities Create marketing strategies Prepare marketing programmes Specify expected results

Marketing Plan

The Marketing Plan – Possible Outline

Executive Summary & Table of Contents

Current Marketing Situation

Opportunity & Issue Analysis

Objectives

Marketing Strategy

Action Programs

Projected Profit-and-loss

Controls

►To select reality-based desired accomplishments (e.g., goals & objectives)

►To effectively develop or alter business strategies

►To set priorities for operational change

►To improve the organisation’s performance

The Goal of Strategic Marketing Management

Competitor Forces Analysis

►Based on Porter’s and Aaker’s work: Price advantage (cost leadership) Quality/features advantage (broad

differentiation) Marker focused advantage (focused low

cost & focused differentiation) TQM advantage (value-driven strategy

based on continual innovation in price, product & process)

Hence: Strategies

► After organisation has decided on primary competitive strategy, it must position itself by choosing a competitive role strategy: Leader: largest market share/initiator (e.g.,

McDonalds) Follower: adopter of successful strategies (A&W

Restaurant) Challenger: An innovator who challenges the norm Loner: Feels in the gap in the market place (“mom &

pop” stores)

► Don’t try all!

Competitor Role Strategy

•Thinking Like Customers

•Customer Perspective

TLC

•Critical Marketing Strategy Question

•Why should customers prefer us?

CMSQ

•Segment, Target, and Position

STP

THREE CRITICAL MARKETING CONCEPTS

► STP strategies should complement organisation’s overall generic strategy, competitive role strategy, strategic initiative & vertical coordination strategy: Market segmentation – every market made up of

distinguishable segments with different needs, buying styles, responses

Target market selection – selecting market segments which you want to serve

Positioning – choosing the 4 Ps for that segment(s)

4 P’s : Product, Price, Place, Promotion

Segment, Target & Position

Microsoft vs Apple

Microsoft:

● Is essentially a software company;

● Has been on market since 1975;

● Is designed for business;● Operating system.

Apple:

● More focused on both hardware and the consumer (rather than enterprise) side of tech;

● Has been on market since 1999;

● Is designed for young people;

● Design and style.

Microsoft vs Apple Disparities

Branding

Brand Positioning

Brand Promise

Psychology

Change

Market Dominance

Wow starts now

Touch the future

Life without wall

Windows. Where do you want to go today

The Power to Be Your Best

Think different

Byte into an Apple

Get a Mac

APPLE VS MICROSOFT : BRANDING STRATEGY

1976 1977 1985 1995 1998 2007 20130

1

2

3

4

5

6

AppleMicrosoft

1976 Apple I

1977 GUI , Apple II

1985 Steve Jobs was fired

1995 MsDOS

1998 Steve in , iMac

2007 iPhone

2013 Apple is Dominant

TIMELINE OF APPLE’S REVOLUTION

MICROSOFT VS APPLE TIMELINE

Microsoft vs Apple

In one high-growth area, smartphones, several influential analysts believe Microsoft will eventually come out on top. In another, tablets, it's getting crushed. However, Microsoft has maintained its enormous lead on the desktop.

THANK YOUPRESENTATION BY:

PRANAV VIGNAESH RAJAT