Professional Documents
Culture Documents
OF
MARKETIN
G
- STPD
Strategies
Group- 2:
Shrikant Bhole 6
Megharaj Birje 7
Sagar Chachondia 8
Rajeshwari Chintalwar 9
Satyaprakash Dubey - 10
INTRODUCTION
MARKETING STRATEGY
Segmentation:
Targeting:
Evaluating the market segments and selecting the ones which is attractive
based on Size, growth and profitability.
Each segment gives distinct market opportunity.
E.g. Reebok shifted recently to much lower end of Consumers. Offer Classic
categories of shoes at 900/Pair.
MARKETING STRATEGY
Positioning:
Differentiation:
SEGMENTATION
1.
2.
3.
SEGMENTATION
1.
2.
3.
SEGMENTATION
1.
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3.
SEGMENTATION
Multiple Segment vs Focus Strategy
Focus Strategy- It focuses on a single segment, which can be much
smaller than the market as a whole
Walmart, now the largest U.S retailer, started by concentrating on cities
with populations under 25,000 in eleven south central states. This rural
geographic focus strategy was directly responsible for several
significant SCAs, including an efficient and responsive warehouse
supply system, a low-cost, motivated work force, relatively inexpensive
retail space and a lean and mean, hands on management style
Multiple Segments Strategy- It involves multiple segments instead of
single segment
General Motors is a classic example. In the 1920s, the firm positioned
the Chevrolet for price-conscious buyers, the Cadillac for the high end
and the Oldsmobile, Pontiac and Buick for well-defined segments in
between
TARGETING
Five step process to choose attractive market segments for a firm based on
the segments future attractiveness and the firms strengths and
capabilities
TARGETING STRATEGIES
Undifferentiated
When there is a single marketing mix for all customers
Ford Model T: You can paint it any colour, as long as it is black
This kind of undifferentiated strategy is powerful when standardization lowers the
cost and opens up the industry to large no of new customers
Differentiated
When there are multiple marketing mixes for different market segments
Ford motor company has a portfolio of brands including Aston Martin, Ford,
Lincoln, etc.
Concentrated
Which has one marketing mix for a segment of the entire market
Rolex targets only the luxury segment of the watch market
Custom
Which attempts to satisfy each customers needs with an individual marketing mix
An Architect will design a house as per customer given specifications
POSITIONING
Is
POSITIONING
Implementation Playing the Positioning Game
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DIFFERENTIATING
Competitive Advantage
Competitiv Broad Target
e Scope
Lower Cost
Differentiation
Cost Leadership
Strategy
Differentiatio
n Strategy
Focus
Strategy
(Differentiatio
n- Based
DIFFERENTIATING
Differentiation:
-Form
-Features
-Customization
-Performance Quality
-Conformance Quality
-Durability
-Reliability
-Reparability
-Style
Services
Differentiation:
-Ordering Ease
-Delivery
-Installation
-Customer Training
-Customer Consulting
-Maintenance & Repair
-Returns
MEANS OF DIFFERENTIATION
DIFFERENTIATION-ORIENTED STRATEGIES
The
DIFFERENTIATION-ORIENTED STRATEGIES
2. Differentiation with emphasis on Distribution:
- Reaching Indias village markets have always remained a problem for
business firms
- Maximum penetrating retail network in rural India belongs to HUL
- The new retail channel-> e- Choupal to unblock the demands lying in
rural India
3. Differentiation with emphasis on Promotion:
- Some companies/ brands resort more to promotion and rely more on
appeals with psychological/ emotional/ prestige/ status orientation than
rational, tangible, and benefit oriented ones
- For ex: LOreal, Ray Ban, Nike, etc.
- Following are the features:
Selling more of image/ status than a product
Showcasing the user
Suits image brands more
Promotion contributes to brand equity over time
THANK YOU