marketing strategies. what is a strategy? the method selected to carry out a carefully devised plan...
TRANSCRIPT
Marketing Strategies
What is a strategy?The method selected to
carry out a carefully devised plan of action
TO ACHIEVE A SPECIFIC GOAL
Marketing PlanConsists of the company’s
marketing goals and the marketing mix formula for achieving them
Examples of goalsTo introduce a new product or
service
To gain interest in a cause
To promote an idea
Specific ways that they will meet these goals are called TACTICS
Marketing StrategyOutlines how the company will
carry out the marketing plan
2 main kinds:1.Brand Strategy
2.Distribution Strategy
Brand StrategiesPrimary goal is to communicate
the value of a product or service (P/S) to the consumer
VALUE: the difference between the perceived cost of the product and the perceived satisfaction gained from the product
Value EquationTOTAL BENEFITS – TOTAL
COSTS
If the cost outweighs the benefits, the consumer won’t buy it.
Brand strategies develop and communicate the benefits of the brand, minimize the costs, and encourage the consumer to set up a positive value equation
EXAMPLE: TRIP TO BARBADOS
Brand Strategy cont..Marketers strive to either:
1. add benefits to the product (new flavours, green-friendly) or
2.reduce the costs (lower prices, more convenient distribution)
Activity – G/SBMW X5
Toys ‘R Us
Cell Phone
Costco
MacLean’s Magazine
Theatre ticket
GQ Magazine
iPod
Distribution StrategyFocuses on the best way to
deliver a P/S to the target market.
3 ways:PushPullCombination
PushConsumers buy P/S every
day that haven’t been on their minds.Generic products, non-
branded products or unknown brands
Bought because a bargain, a gift or on impulse
PushPush Strategy: sells the
product to retailers, importers or wholesales, and not to end use consumers
Push ReasoningIf the product is out there
where consumers can see it, they will buy it
Companies rely on the retailer to display the product and sell it to the customers who come into the store.
Push strategy requires the marketer to focus all of the promotional activities on the distributorNeed buying incentives:
promotional discounts, prizes, display fixtures, product-knowledge seminars
ExampleHow many of you have candles
in your home?
What brand?
Candle-lite Candles
Glade Candles Concord Candles
Scentsations Candles
Yankee Candles
Canadian Candles
Waxman Candles
Upper Canada Candles
Colonial Candles
Doozy Candles
Party-lite Candles
Pull StrategyWhat people usually think of
when they think of marketing
Attempts to increase consumer demand directly, rather than rely on retailers to sell the product
PullManufacturers try to
convince consumers that they need their product, and that they should look for it by name when they go shopping.
PullRequires major advertising
and promotional effort.
Many believe this strategy is the most important or most useful marketing strategy.
CombinationThe pull strategy is difficult to
use aloneRequires distribution partners
(usually retailers) to fulfill the demand created by the manufacturer.
The push strategy needs no partnership with the consumer
CombinationThe pull strategy needs to
combine with the push strategy to optimize effectiveness
HomeworkPrepare an inventory of several
different items in one room of your home. Which of these items was purchased because of a marketer’s pull strategy? Which items are in the room because of a push strategy?